Job Title CRM Manager: Loyalty and Customer Journeys

The CRM Manager: Loyalty and Customer Journeys will be responsible for designing, executing, and optimising the end‑to‑end member communications strategy for our global loyalty program. This role is pivotal in translating the loyalty program’s mechanics, rewards, and offers into compelling, data‑driven customer journeys that drive engagement, retention, and lifetime value. As the primary owner of our CRM and marketing automation platforms, this role ensures the right message reaches the right member at the right time, at scale. Working closely with the Loyalty Program Operations Manager and the Marketing, Revenue, and Partnerships teams, this role bridges strategy and execution, turning insights into action and loyalty design into a lived member experience. Main Task - Design, build, and continuously optimise automated loyalty lifecycle journeys on Salesforce Marketing Cloud, 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. - 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. - Collaborate with Marketing, Revenue Management, and Partnership teams to support co‑branded promotions, local experiences, and targeted member offers. - Develop regular and ad‑hoc reports and dashboards for stakeholders, translating campaign data into clear insights and recommendations - Contribute to the overall evolution and scalability of the loyalty program as it grows globally. LEONARDO HOTELS BENELUX Leonardo Hotels Benelux is part of the Leonardo Hotels Group and manages a portfolio of 29 hotels across the Netherlands and Belgium. At Leonardo Hotels, we believe in growing together, making an impact, and creating meaningful connections. Our colleagues stay with us for an average of four years - something we’re very proud of - thanks to the opportunities we offer to develop and grow. You’ll be working closely with the marketing team, gaining exposure to real campaigns and strategies within an international hospitality brand.