CRM Manager

About the role

Sunset Hospitality Group is seeking a CRM Manager to own and execute the CRM strategy across its global portfolio of hotels, resorts, and related hospitality brands. The role combines technical expertise with commercial insight to drive guest retention, engagement, and revenue growth.

Key responsibilities

• Define and own the Group CRM roadmap, aligning lifecycle marketing with commercial objectives.
• Design and oversee customer journeys using Journey Builder, Automation Studio, and triggered sends (SMS, WhatsApp, email).
• Develop segmentation and personalization strategies based on guest behaviour and lifecycle stage.
• Manage Salesforce Marketing Cloud and its integration with wider systems, ensuring stability and data integrity.
• Lead, develop, and mentor the CRM team, setting priorities and delivery standards.
• Establish industry‑leading marketing best practices to maximise engagement and ROI.
• Partner with Marketing, Operations, and Revenue teams to translate CRM strategy into on‑property execution.
• Deliver training, workshops, and hands‑on enablement for internal stakeholders.
• Monitor performance, provide actionable insights, and report to senior leadership.
• Own the CRM budget and Super Messages consumption, ensuring cost‑effective campaigns.
• Analyse journey and campaign effectiveness, run A/B tests, and refine strategies.
• Ensure guest data handling complies with data protection regulations across all markets.

Required profile

• Minimum 6 years of experience in CRM, loyalty, or lifecycle marketing, preferably in hospitality, travel, or consumer brands.
• Strong working knowledge of Salesforce CRM and its integration with Marketing Cloud.
• Proven capability in lifecycle marketing and personalization across email, app, and digital channels.
• Experience managing campaign budgets.

Required skills

• Salesforce CRM
• Salesforce Marketing Cloud
• Journey Builder
• Automation Studio
• Mobile Studio (SMS/WhatsApp)
• Email marketing