CRM Manager

The CRM Manager will be responsible for developing and implementing Arada Hospitality CRM system, loyalty program across the hospitality brands portfolio. This role will engage with key stakeholders across all support functions including Marketing, IT, Digital, Branding to ensure a seamless customer experience within all touchpoints. The role will set a set strategic KPI for the CRM and loyalty base to support all business divisions.

KEY RESPONSIBILITIES

PROFITS

1. Define, evaluate, and deliver the group CRM strategy aimed at encouraging customer acquisition, retention and loyalty. This function also contributes to:
2. The implementation of the group’s new CRM loyalty system.
3. The development of a customer segmentation strategy and KPIs for CRM and Loyalty to ensure continuous growth.
4. The shaping and delivering of marketing and promotional campaigns.
5. The implementation of CRM integrations, marketing lifecycle automations across web, app and other relevant channels.

PROCESS

1. Facilitate system automation, changes, and process efficiencies. This includes identifying and documenting business requirements, prioritization, user acceptance testing, and training.
2. Work on a team to design, scope, brainstorm, and innovate technology and processes that benefit growth and strategy functions.
3. Manage multiple, low to medium complexity cross-functional projects, with a focus on maintaining high execution focus.
4. Work closely with Marketing to build a strategic CRM marketing calendar for all brands.
5. Quickly adapt and build business process knowledge that supports growth and strategy operations.
6. Build and maintain strong rapport with assigned brands, and other key customers to ensure ongoing support needs are met across hospitality verticals.
7. Identifying and documenting business requirements and prioritization of requirements.
8. Developing and facilitating training as needed to deliver new capabilities.
9. Conduct ad-hoc inquiries/ troubleshoot issues as needed and collaborate with technology teams to resolve.
10. Manage small to mid-tier projects, including project plans, stakeholder communications and resource management.

PATRONS/CUSTOMERS

1. Work with operations team, marketing, and branding/creative to maintain a customer-focused attitude with a focus on activities that create lifetime customers.
2. Partner with third-party service providers for technical execution/implementation.
3. Work collaboratively with business and IT stakeholders to deliver and support technology-oriented solutions that align with the strategic business direction.
4. Streamline CRM structure to ensure a seamless central view of the customer.
5. Enhance CRM’s capability to integrate NPS and feedback process and experiences.

PEOPLE

Leverage your expertise to educate, advise other team members as they proceed through the solution delivery lifecycle.

INITIATIVES

Build and maintain strong rapport with all areas of commercial and cross-functional key stakeholders to understand business challenges and partner to develop optimal solutions for CRM and related processes.

QUALIFICATION

Bachelor's/Master’s Degree in Business/Marketing or a related discipline.

EXPERIENCE

Minimum of 8 years of experience in Digital, eCommerce, Loyalty and CRM.

SKILLS

Extensive experience in CRM, Marketing Automation, Digital and Ecommerce.

Strong analytical and reporting and understanding of customer segmentation skills.

Strong knowledge of analysing data and marketing automation.

Proven Vendor/Project Management experience preferred.

Proven ability to direct multiple projects effectively.

Confident, engaging, and self-motivated with ability to multi-task.

Resourceful with excellent problem-solving skills.

Charismatic individual with strong business acumen, integrity, energy, and team spirit.

Able to work under pressure and react positively to people-oriented situations.

Demonstrates strong interpersonal skills and be able to work well with people at various levels.

Detailed oriented, highly-driven and dependable.