Digital Experience & CRM Manager (m/f/d)

Description: 

We are seeking a motivated and analytical Digital Experience & CRM Manager to join our team. This role brings together CRM, digital user experience, and digital marketing with a focus on creating relevant, seamless experiences across the customer journey. 

You will own the CRM strategy, keep track of KPIs and segmentation review and implementation process while managing projects that improve the Design Hotels digital user experience (internal and B2B) across our website. Working closely with internal teams and development partners, you will use user data, testing, and performance analysis to identify opportunities and implement improvements throughout the consumer lifecycle, from discovery and engagement to conversion and retention. 

The role requires a proactive and curious professional with strong project management skills, an understanding of web technologies, and a strong interest in how digital experiences and CRM can drive engagement, conversion, and customer loyalty. You have previous experience working with CMS platforms and bring a strong attention to detail, enabling you to support internal teams in using our digital tools and processes more effectively , while also supporting the Product team with coordination, testing, and quality assurance.This role offers an excellent opportunity to expand your expertise across CRM, digital marketing, and digital experience while contributing to the growth of Design Hotels, a forward-thinking global hospitality brand. 

Tasks & Responsibilities:  

CRM and Email Marketing 

• Review and optimize the current CRM and email marketing strategy, and develop and execute a forward-looking CRM roadmap for the next 2-5 years.  

• Own and continuously improve customer database segmentation, developing new and advanced segments based on booking behavior, preferences, engagement, frequency, and customer value.  

• Lead the optimization of user data collection through web registration and collaborate cross-functionally to ensure the availability and quality of data required for CRM, personalization, and segmentation.  

• Conduct ongoing consumer research to better understand customer needs, behaviors, and motivations, and develop and refine customer personas to inform targeted communications and customer journeys.  

• Leverage relational and behavioral data to improve targeting and personalization across the customer lifecycle.  

• Lead A/B testing and optimization initiatives across email personalization, automated campaigns, and customer journey flows to improve engagement, conversion, and retention.  

• Monitor KPIs and report on campaign performance, providing actionable recommendations to improve user engagement, conversions, and overall campaign effectiveness.  

• Resolve CRM segmentation and data-processing requests from other teams, ensuring continuity and efficiency in campaign operations. 

Digital Experience 

• Take ownership over the user experience on the CMS by understanding its usage, optimizing its organization and cataloging the modules for ease of use. 

• Support internal teams in using the CMS and other digital tools more effectively by developing documentation, guidance, and best practices where required. 

• Set up and analyse surveys, data & interviews for certain topics within our websites and propose solutions based on these results.  

• Support product by combining qualitative and quantitative insights to identify user needs, pain points, and opportunities for improvement. 

• Review and test newly developed features within the staging environments to ensure they meet defined requirements, design expectations, and FFP Assurance standards before release. 

• Explore ways to resolve systemic problems by understanding the contributing factors and their connection and proposing a solution. 

• Collaborate with Product, Design, Development, Marketing, and other stakeholders to improve website functionality and overall digital customer experience. 

• Support the definition and documentation of requirements for website improvements and new digital functionality. 

• Nice to have: Support DNS configuration and domain-related setup for clients websites using Webflow. 

Qualifications & Skills 

• Minimum 4 years of experience in a digital marketing, CRM, or a related role.  

• Strong experience in CRM, email marketing,marketing automation, customer segmentation, and personalization.  

• Strong analytical skills, with experience using Google Analytics 4 and other reporting tools to analyze customer behavior and CRM performance.  

• Experience developing and optimizing customer journeys, using data and testing to improve engagement, conversion, and retention.  

• Basic SQL knowledge and experience querying CRM data is a plus.  

• Curious and analytical approach to problem-solving, with the ability to investigate issues, identify root causes, and propose practical solutions.  

• Experience with qualitative and quantitative research methods, including surveys, customer interviews, user feedback, and behavioral data, is an advantage.  

• Good understanding of the digital landscape and hospitality industry, with familiarity with CMS platforms, website operations, and content management processes.  

• Comfortable testing digital features, identifying issues, documenting requirements, and collaborating with Product, Design, and Development teams.  


• Strong project management, organizational, and cross-functional collaboration skills.  

• Excellent communication and teamwork skills, with strong written and spoken English. 

Perks & Benefits