Assistant Manager/Manager, CRM (Journey & Platform)

Shangri-La International Hotel Management Ltd.

Shangri-La Group is a global leader in luxury hospitality with unique Asian heritage.

Headquartered in Hong Kong, we have over 100 hotels and resorts under four brands in key cities and beautiful beachfront locations globally. We are expanding rapidly with a strong development pipeline throughout Asia, the Middle East, Europe, and Africa.

Regarded as one of the world’s finest hotel ownership and management companies, Shangri-La is dedicated to delighting guests around the world with legendary service, finely tuned through over 45 years of hospitality from the heart. We have an affinity with Asian travelers, and we offer them a gateway to the rest of the world, positioning us as a leading brand in luxury hospitality.

As an enviable employer with industry-leading levels of colleague engagement, our people are our priority. Our success is made possible only through the efforts and abilities of over 42,000 colleagues worldwide. In accordance with this belief, the focused investment we make in the learning and development of our colleagues is unparalleled in the global hospitality industry. From welcoming new colleagues to best-in-class leadership development, you can be sure that potential is identified and nurtured throughout your career.

To support our continuous growth plan, we are now looking for Assistant Manager/ Manager, Customer Relationship Management (CRM) to join the Shangri-La Circle team. In this role, you will lead the strategic direction and technological evolution of our member engagement initiatives. You will oversee the end-to-end CRM journey strategy while owning our CRM platforms, ensuring our MarTech capabilities align with our overarching loyalty and business objectives.

Key Responsibilities

Strategic Journey & Lifecycle Management

• Oversee CRM Member Journeys: Champion the end-to-end CRM strategy, from opportunity identification and financial result projection to post-campaign evaluation, ensuring a seamless and highly engaging member experience.


• Drive Program KPIs & Commercial Value: Lead initiatives designed to maximize member acquisition and drive repeat visits, ensuring the overall P&L sustainability of the loyalty program through well-structured customer incentives and revenue goals.


• Data-Driven Strategy: Leverage internal customer data and external market insights to develop highly targeted, personalized, and scalable CRM lifecycle strategies.

Platform Ownership & MarTech Capabilities

• CRM Platform Management: Act as the strategic business owner for our CRM and marketing automation tools. Oversee the platform's health, usability, and daily operations.


• System Roadmap & Enhancement: Lead the capability roadmap for the CRM platform. Identify gaps in our current technology stack and spearhead system upgrades, new feature rollouts, and integrations.


• Cross-Functional Tech Collaboration: Partner closely with IT, Data Analytics, and external vendors to ensure robust data governance, seamless data flows, and the successful deployment of new platform functionalities.

Stakeholder Leadership & Execution

• Regional & Corporate Alignment: Collaborate closely with regional teams and key business stakeholders to align marketing communication strategies with broader corporate goals.


• Define & Monitor Success: Establish overarching success metrics and reporting frameworks for both broad brand awareness campaigns and targeted tactical initiatives.


• Team & Process Optimization: Implement operational best practices and agile workflows to improve campaign time-to-market and enhance overall execution efficiency.

About You

• Bachelor’s degree in Marketing, Business Administration, Information Systems, E-commerce, or other relevant disciplines.


• 8+ years of relevant experience in CRM strategy, digital marketing, or MarTech platform management from a sizable company. Experience in the travel and hospitality industry is a distinct advantage.


• Solid experience in loyalty marketing with a proven track record of driving commercial success, managing incentives, and improving customer retention.


• Deep, hands-on understanding of enterprise-level CRM and Marketing Automation platforms (e.g., Salesforce, Adobe Campaign, Braze, Emarsys). Experience acting as a product/business owner for CRM systems is highly preferred.


• Outstanding analytical, problem-solving, and critical thinking skills. Ability to translate complex data into actionable business requirements and journey mapping.


• Strong ability to influence cross-functional teams, manage external vendors, and drive complex projects from conception to launch.

Why Join Us 

• A workplace that values your passion and supports self-realization and personal growth.


• Structured learning and development pathways with real opportunities to advance your professional craft and leadership skills.


• Competitive benefits, recognition programs, and colleague stay/travel perks that reward your contribution and dedication.


• Teams that promote inclusion and respect, value diversity, and foster a secure environment where everyone can thrive

We are an equal opportunity employer. Applications from all qualified candidates are welcomed. All information provided by applicants will be treated in confidence and used only for recruitment purposes. (Click here to learn more about our Data Protection statements.)

We appreciate your interest in joining us. Please note that only successful candidates will be contacted.