Marketing Team Global CRM & Retention Manager

Scott Dunn is an award-winning luxury tour operator creating tailor-made vacations to destinations all over the world. With offices in the UK US and Singapore we pride ourselves on providing outstanding service to all our guests from the moment they begin their research online right the way through to post-vacation PurposeThis is a new global role created to own our guest retention and repeat booking rates. As a member of the Global Marketing Team this role will have full accountability for repeat enquiry generation. To be successful in this role you must develop a deep understanding of the Scott Dunn guest and business to identify where there are opportunities to continuously improve the guest experience that we offer. Operating at the intersection of data tech and brand to ensure every guest interaction is personalised timely and on-brand. This role is both strategic and hands-on and will suit someone who is commercially minded and takes pride in developing solutions and the quality of across the full Scott Dunn portfolio; our main brand the ultra-high-net-worth Scott Dunn Private proposition and the UK family-focused Scott Dunn Explorers offering understanding where guest needs differ and how we need to address this within our customer interactions. This role is both strategic and hands-on: you will set the retention strategy and then work across Guest Loyalty Marketing Sales and Guest Relations to coordinate its implementation holding each team to account for their part in the guest experience. You will also have dotted-line oversight of the Scott Dunn Private CRM & Marketing Executive to ensure retention activity for our UHNW guests is joined up with the wider & Guest JourneyMap the end-to-end guest journey after first booking; pre-departure during travel and post-return across Scott Dunn Scott Dunn Private and Scott Dunn Explorers identifying every touchpoint where we as a brand interact with our guests in each of our cross-functionally to understand the current approach to audience segmentation technical capabilities and the designated journeys which exist the current approach to guest retention and reactivation and the guest data we have to fully understand where we are. Diagnose where and how guest/brand interaction quality falls short and build a prioritised roadmap of improvements grounded in guest feedback booking data and the strategy for improving guest retention and repeat booking rates defining the KPIs (repeat rate guest lifetime value satisfaction by journey stage) and reporting to track an appropriate guest segmentation strategy which leads to differentiated interaction experiences for guest segments to deliver the highest yield. Analyse our data to identify booking patterns and develop a distinct reactivation approach for dormant abreast of competitive and industry CRM benchmarks to identify gaps and a future-first mindset planning for technology advances and collaborating with the Head of Engineering to identify opportunities for streamlining automating and the guest gifting process determining the when how and where we send gifts to guests per your strategy. Work with the regional marketing managers and brand team to determine the most suitable giftsOwn gift sourcing managing the budget and organising their distribution to guests working with the operations teams. Stakeholder Coordination & DeliveryBe the champion of the guest journey within the business ensuring that the needs of our previous guests are always factored into new decision making and educating cross-functionally on what those needs arePartner with the US UK and Asia Senior Marketing Managers to ensure the retention strategy reflects market-specific guest behaviour and is embedded into local marketing with our Business Analyst team to thoroughly understand our guest data calculate KPIs and set up reports for this. Coordinate implementation of the retention strategy across the various functions within the Marketing team the Guest Loyalty teams Sales and Customer Service holding each team to account for their part in the post-booking guest guest-facing teams; Travel Specialists Guest Loyalty and Guest Relations with the skills and guidance to deliver a consistently strong retention experience in partnership with the relevant team dotted-line direction to the Scott Dunn Private CRM & Marketing Executive ensuring UHNW guest retention activity is joined up with the global the design of guest loyalty programme mechanics and rewards partnering with Guest Loyalty on delivery and iterating based on strategy into a clear brief for the Marketing channel teams (email content digital) and Guest Loyalty teams who own execution and track that delivery lands as Insight & GovernanceBe the overarching owner of guest data within the business ensuring access to and use of the data is entirely appropriate and within our bespoke CRM system collaborate with the tech and data teams to extract rich guest data into a usable format to inform personalisation contact lists as needed segmenting so that only necessary data is shared for email digital personalisation direct mail sends reach-out activations and so on. Use booking engagement and NPS data to proactively identify guests at risk of not rebooking and direct the relevant teams to intervene before they with technology teams to develop tech-first solutions that streamline this the development of a single unified view of the guest across Scott Dunns brands and markets working with data and technology teams to ensure guest data can be reliably segmented and personalised guest interactions with Travel Specialists concierge and the contact centre are captured back into the guest data view not just booking-system an ongoing feedback loop voice-of-guest research NPS journey experiments to continuously test and refine the post-booking experience rather than treating it as a one-off the business case for retention investment and present findings roadmap and progress to senior guest data is used for retention activity in a way that is fully compliant with data protection regulations across the UK US Singapore and Hong 2 years proven experience in a strategic CRM guest experience retention or loyalty role ideally within a luxury brand.5 years experience in consumer marketing preferably in a luxury environment. A genuine understanding of the luxury and high-net-worth consumer what drives their loyalty and what erodes stakeholder management skills with the ability to influence senior peers and cross-functional teams without formal authority over most of hands-on capability with CRM platforms: comfortable working within bespoke or technically complex expertise in segmentation strategy lifecycle marketing and data-led expertise in using analytical tools such as GA4 and PowerBI alongside CRM managing or dotted-line directing a team member ideally within CRM or owning or contributing to a marketing budget with sound commercial judgement on prioritising presentation and communication skills comfortable presenting strategy and business cases to senior analytical skills able to translate guest data (NPS surveys booking behaviour) into a clear narrative and action plan and present findings with mapping or redesigning customer/guest journeys ideally across multiple brands or partnering with data and technology teams to define the guest data foundation needed for segmentation and personalisation even without owning technical knowledge of data protection principles across international markets (e.g. UK GDPR and equivalent regimes in the US Singapore and Hong Kong) as they apply to guest data and marketing operating in a global matrixed organisation spanning UK US and -directed and comfortable building a new function from first for travel and a natural affinity with what makes a luxury guest experience feel considered and personal never & Behaviours All employees must promote understand and apply Scott Dunns workplace values. These are embedded in all roles and applicants must evidence the values as part of the application the know - Start by listening. We take the time to understand our guests and colleagues needs. Be Precise. We take pride in getting every detail right. Own it. We deliver on commitments we the Detail - Love learning. We energetically seek out and share new ideas and insights. Embrace feedback. We continuously seek to improve by sharing and accepting honest feedback. Work with the best. We attract retrain and partner with the - Look to the future. We constantly seek opportunities to make travel memorable and sustainable. Be more we. We work together collaboratively and value different viewpoints. Win together. We celebrate each others successes and have aim to find someone who would be office based in our London Hammersmith work for Scott DunnIn return for your expertise and commitment to our values of in the detail in the know and inspiring;We support your career growth We provide you with career progression aligned with your chosen career path access to internal job opportunities across Scott Dunns global offices as well as across 30 brands spread across 93 cities worldwide as part of Flight Centre Travel GroupWe give you the tools to succeed We provide personal and professional development enabled by our award-winning Learning and Development team comprehensive familiarisation and educational trips unlimited access to LinkedIn learning amongst other professional and personal development platforms as well as 1 hour for your own development each recognise and reward your success and loyalty We run commission and bonus incentive schemes to compliment competitive salaries as well as a company loyalty scheme which includes a personal travel fund for each staff member and 23 days annual leave plus bank holidays that rises by 1 day per each year of service (up to a maximum of 30).We celebrate your excellence With monthly quarterly and annual recognition schemes and awards alongside the opportunity to win a place at Flight Centre Travel Groups annual Global Gathering we celebrate excellence in all provide you with a wide-range of job and industry-perks We can offer you subsidized private healthcare a contributory pension scheme staff travel insurance 3 days of paid volunteering leave access to cycle to work and season ticket loan schemes a dedicated in-house team who are your source for exclusive industry discounts for personal and work-related travel as well as share options in Flight Centre Travel Group amongst much much more!Diversity Equity and InclusionAt Scott Dunn we champion equality diversity and inclusivity in all its forms and are signatories of both the Race at Work and the Diversity in Hospitality Travel & Leisure charters. As part of our commitment to diversity equality and inclusion we are committed to ensuring our recruitment process is inclusive and recognises the value of you require any support or accommodations as it relates to our recruitment process please contact for further information or alternative application processes to support your do not need to meet all the requirements to apply for a position at Scott Dunn. Should this role be of interest to you we would welcome your application.

Required Experience:

Manager

Employment Type : Full Time
Experience: years
Vacancy: 1