Director, Loyalty & CRM

Responsibilities

This is a newly elevated hands-on leadership role that sits at the intersection of commercial performance, guest experience, and strategic partnerships. You will own both our guest-facing loyalty programme and our corporate booker programme end-to-end - from strategy and CRM to campaigns and day-to-day operations.

Loyalty Programme Leadership

• Own the strategy and performance of both our guest loyalty programme (B2C) and corporate booker programme (B2B), ensuring alignment with commercial and revenue objectives.
  
• Lead the rollout and ongoing integration of the loyalty programmes across our properties - covering staff training, system setup, member recognition, and benefit delivery.
  
• Strategically define and evolve the value proposition for both programmes, driving their development, growth, and optimisation.
  
• Serve as the main liaison and Brand Champion for the B2C loyalty programme, including participation in regional champion meetings and cross-functional committees.
  
• Partner with Sales to grow corporate booker sign-ups, deepen engagement, and shift more business to direct channels.
  
• Build and manage the annual loyalty budget, including programme costs, campaign spend, and CRM investment.
  
• Manage partnership-related costs and fees, and work with Finance to ensure accurate budgeting and reporting to ownership.
  

CRM & Lifecycle Marketing

• Lead our CRM strategy across both programmes - covering onboarding, pre-stay, post-stay, win-back, and tier progression communications.
  
• Ensure all CRM systems are well maintained, properly integrated with our PMS and other platforms, and used effectively across properties.
  
• Drive segmentation and personalisation strategies so that the right message reaches the right member at the right time.
  
• Own and develop the B2B corporate database as a strategic asset.
  
• Define and implement CRM journeys specific to corporate bookers to maximise corporate retention and direct booking share.
  

Performance & Insights

• Track and report on both B2C and B2B initiatives.
  
• Present performance updates and strategic recommendations to senior leadership and, where relevant, hotel owners.
  
• Analyse programme performance and customer insights using tools such as Microsoft Power BI and post-stay feedback to identify opportunities for optimisation and growth.
  
• Establish and maintain a KPI dashboard covering both B2C and B2B programmes, with regular reporting cadence to senior leadership.
  

Campaigns & Member Growth

• Oversee planning and execution of loyalty-led campaigns to drive member growth, engagement, and revenue, ensuring alignment with broader marketing and sales initiatives.
  
• Identify and develop member benefit partnerships that strengthen our value proposition.
  

Operations & Governance

• Define SOPs and standards for how loyalty programmes are run across all properties and make sure property teams are equipped to deliver consistently.
  
• Ensure effective onboarding, training, and adoption of loyalty programmes and systems across property teams.
  
• Establish and oversee governance frameworks to ensure CRM data accuracy, integrity, and compliance across both B2C and B2B programmes.
  
• Undertake exercise with deduplication and account ownership review.
  
• Manage CRM and technology vendors, driving system enhancements, integrations, and issue resolution at a strategic level.
  
• Own data governance across both programmes: accuracy, integrity, and compliance.
  

Requirements

• Degree in Business, Marketing, Hospitality, or a related field.
  
• Minimum 8 to 10 years of experience in loyalty and CRM, ideally in hospitality will be preferred.
  
• Able to thrive in a fast-paced, dynamic environment, while being detail-oriented.
  
• Proven experience leading CRM and loyalty strategy across both B2C and B2B segments.
  
• Proven ability to build, track, and communicate KPIs and programme performance metrics to senior leadership, with experience using BI tools such as Power BI or equivalent.
  
• Demonstrate experience managing B2C and B2B corporate CRM databases, including account segmentation, lifecycle marketing, and direct booking strategies.
  
• Hands-on with CRM platforms and comfortable with data tools.
  
• Strong commercial acumen with ability to drive revenue growth, direct bookings, and customer engagement.
  
• Strong communicator and relationship manager; you will work closely with external partners, internal stakeholders, property teams, and vendors all at once.
  
• Organised and process-oriented enough to build governance frameworks and SOPs.