Global CRM & Retention Manager

Overview

In this global role, you own the guest retention and repeat booking strategy across Scott Dunn’s brands. You will collaborate across Marketing, Guest Loyalty, Sales and Guest Relations to implement a unified retention plan. You’ll turn data and guest feedback into a prioritized roadmap, driving personalised, on-brand interactions. This is a strategic, hands-on position that shapes guest experiences and loyalty at scale, with a focus on UHNW and premium segments.

Pay / Benefits

• career progression and internal opportunities
• learning and development incl. LinkedIn Learning
• travel-related staff perks and exclusive discounts
• final salary pension contributions
• private healthcare options
• volunteering leave and travel-related allowances

Responsibilities

• Define and own the guest retention strategy and KPIs (repeat rate, lifetime value, journey-specific satisfaction)
• Map end-to-end guest journeys across all brands and markets and identify interaction touchpoints
• Lead cross-functional implementation of the retention strategy with Marketing, Guest Loyalty, Sales and Customer Service
• Develop differentiated segmentation for personalised experiences to maximise yield
• Analyse data to identify booking patterns and develop reactivation approaches for dormant guests
• Benchmark against industry CRM standards and plan technology-enabled improvements
• Collaborate with Engineering to explore automation and future tech-enabled improvements
• Oversee guest gifting strategy, sourcing, budgeting and distribution
• Ensure a single, unified guest data view across brands and markets and supervise data governance and privacy
• Provide guidance and training to guest-facing teams to deliver consistent retention experiences
• Translate strategy into channel briefs for Email, Content, Digital and Guest Loyalty teams
• Build business cases for retention investments and report progress to senior leadership

Key requirements

• 2+ years in strategic CRM, guest experience, retention or loyalty (luxury preferred)
• 5+ years in consumer marketing (luxury preferred)
• Strong understanding of luxury UHNW customer loyalty drivers
• Excellent stakeholder management and ability to influence cross-functionally
• Hands-on with CRM platforms and complex systems
• Expertise in segmentation, lifecycle marketing and data-driven personalisation
• Proficiency with GA4 and PowerBI for analytics and reporting
• Experience managing or dotted-line directing CRM/marketing personnel
• Budget ownership experience and strong commercial judgement
• Strong presentation and communication skills for senior leadership
• Experience mapping customer journeys across multiple brands or segments
• Collaboration with data/tech teams to define data foundation for segmentation
• Knowledge of data protection regulations (UK GDPR, US, Singapore, HK)
• Comfort operating in a global, matrixed organisation
• Self-directed and capable of building a new function from first principles
• Passion for travel and luxury guest experience

• stakeholder management
• data-driven decision making
• collaboration
• CRM platforms (bespoke or complex systems)
• GA4
• PowerBI

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