CRM Manager: Loyalty and Customer Journeys

Be Yourself – Be an Innovator – Be Leonardo

Please note: this role is flexible on base location. 

We’re seeking a CRM Manager: Loyalty and Customer Journeys to design, execute, and optimise end-to-end member communications for our global loyalty programme.

In this role, you’ll translate loyalty mechanics, rewards, and offers into compelling, data-driven customer journeys that drive engagement, retention, and lifetime value. As the owner of our CRM and marketing automation platforms, you’ll ensure the right message reaches the right member at the right time, at scale.

Working closely with Loyalty Operations, Marketing, Revenue, and Partnerships teams, you’ll bridge strategy and execution - turning insight into action and bringing the loyalty experience to life.

Key Responsibilities of the CRM Manager: Loyalty and Customer Journeys include:

• Design, build, and continuously optimise automated loyalty lifecycle journeys, including onboarding, engagement, tier progression, retention, and win‑back communications.
• Own the execution of member communications across email, push, and SMS channels, ensuring messaging is timely, personalised, and aligned with brand standards.
• Design and execute A/B and multivariate testing to optimize open rates, CTRs, and conversion within lifecycle journeys.
• Partner closely with the Loyalty Program Operations Manager to activate program rules, tiers, rewards, and promotions through effective CRM journeys.
• Establish and monitor key CRM performance metrics, analysing engagement, conversion, churn, and behavioural trends to inform ongoing optimisation.
• Conduct A/B testing and experimentation to improve campaign performance and member response over time.
• Act as the primary platform owner and subject‑matter expert for CRM and marketing automation tools (e.g. Salesforce Marketing Cloud), ensuring data hygiene and technical best practice.

If you’re our ideal Customer Relationship Manager, you will:

• Proven experience (3+ years) in CRM, loyalty, or lifecycle marketing roles, preferably within hospitality, travel, retail or consumer-facing business
• Strong understanding of customer journey design, segmentation, and marketing automation
• Hands‑on experience using CRM platforms (Salesforce Marketing Cloud is a strong preference) to build and manage campaigns and journeys.
• Have excellent communication skills, with the ability to articulate complex technical concepts to non-technical stakeholders and business requirements to technical teams.
• Proactive, detail‑oriented, and comfortable operating in a fast‑paced, evolving environment.
• Ability to build and maintain performance dashboards (e.g., in Tableau, Power BI, or Salesforce) to track and report on CRM-attributed revenue and CLV (Customer Lifetime Value).
• Sound knowledge of GDPR and PECR regulations to ensure all marketing activities are compliant and customer centric.
• Knowledge of SQL or HTML/AMPscript for advanced Salesforce customization (desirable)

Some of the perks our CRM Manager: Loyalty and Customer Journeys could enjoy include:

• Special rates on Leonardo Hotel rooms across the UK & Europe
• Company-wide recognition scheme: you could earn vouchers to spend on a wide range of high street shops
• Talent referral scheme
• Thank You Week: from ice cream trucks to yoga classes and lots in between!

We’re committed to creating a workplace where every individual—regardless of background, identity, or lived experience—is welcomed, valued, and respected for who they are. Belonging means embracing our differences and ensuring everyone feels seen, heard, and empowered.

Why come join us as a CRM Manager: Loyalty and Customer Journeys?

We look after our colleagues just as well as we look after our guests. Our regular Learning Bites, “Come Join Us Guest Care” training and Wellbeing webinars all help your progress with us. With support on tap, top-notch practical training and clear progression you’ll be on track for a brilliant future in Hospitality!