Description:
CRM & Loyalty Lead
Location: Surrey
A multi-site hospitality and leisure group is looking for a CRM & Loyalty Lead to own membership communications and build the retention, loyalty and lifecycle engine across their portfolio of venues.
The business operates a portfolio of experience-led venues across the UK. With a refreshed leadership team and bold growth plans, they’re investing heavily in data, technology and AI to transform how they engage their customers.
This is a high-impact role with real scope to shape the function. You’ll design the journeys, loyalty mechanics and repeat-visit programmes that keep members and guests coming back, while leading a small CRM team and working with a lifecycle partner agency to move quickly.
If you love turning fragmented data into personalised, measurable customer journeys, and want to build something with genuine ownership, this is a standout opportunity.
Key Responsibilities
- Own membership marketing communications end-to-end, including renewal, repeat-visit and lifecycle messaging
- Design and run onboarding, renewal and lapse-risk journeys with measurable stage conversion
- Build loyalty and frequency programmes that reward repeat visits and drive customer frequency
- Use segmentation and propensity/churn data to prioritise retention activity and personalise communications
- Help shape a single customer view that CRM, acquisition and commercial activity can all run from
- Brief and manage a CRM and lifecycle implementation agency, holding them to a clear delivery roadmap
- Partner with technology, brand, insights and commercial teams to align retention with the wider portfolio plan
- Manage and develop two CRM Executives
- Report on retention, loyalty and lifetime value performance
Skills & Experience Required
- Proven experience leading CRM, lifecycle marketing or membership/loyalty communications
- Experience building or improving a CRM platform and customer data set from a fragmented starting point
- A track record of lifecycle journeys that have measurably reduced lapse and grown repeat engagement
- Strong data literacy across retention, churn and lifetime value metrics
- Experience managing external agencies and line managing others
- Hospitality, leisure, membership or subscription experience is a strong plus
- Multi-site, multi-brand or multi-client experience (brand or agency side) is highly desirable
- Familiarity with AI-enabled churn scoring, copywriting or content tools is a bonus
- Marketing or CRM-specific qualifications are a plus
Why Apply?
- Build and shape the CRM and loyalty function at an exciting point of transformation
- Work closely with a newly formed senior leadership team
- Lead your own team while having genuine ownership of strategy
- Get hands-on with new AI tools and technology already in development
- Hybrid working with free on-site parking