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.

• Proven experience (5+ years) in CRM, loyalty, or lifecycle marketing roles, preferably within hospitality, travel, retail, or consumer‑facing businesses.

• Hands‑on experience using Salesforce Marketing Cloud is mandatory.

• Strong understanding of customer journey design, segmentation, and marketing automation.

• Ability to build and maintain performance dashboards (e.g., in Tableau, Power BI, or Salesforce) to track and report on CRM-attributed revenue and CLV (Customer Lifetime Value).

• Sound knowledge of GDPR and PECR regulations to ensure all marketing activities are compliant and customer centric.

• Confident communicator, able to explain technical or data‑led concepts clearly to non‑technical stakeholders.

• Knowledge of SQL or HTML/AMPscript for advanced Salesforce customization (desirable)

• Proficiency in English; additional European languages are a plus.

• High energy, no-ego mentality and a ‘can do’ attitude are critical to succeed in this role.

• Some interstate and overseas travel is required

• Compensation is based on experience and qualifications.

Measurable Performance Indicatiors

1.    Member Engagement & Journey Performance

• Open, click‑through, and conversion rates across CRM channels

• Member activation and onboarding completion rates

• Journey participation and drop‑off analysis

2.    Retention & Value Metrics

• Churn and win‑back performance

• Repeat engagement and behavioural uplift

• Contribution of CRM journeys to member lifetime value

3.    Campaign & Optimisation Effectiveness

• Uplift generated through A/B testing and optimisation

• Timely and accurate execution of campaigns

• Alignment of CRM activity with loyalty promotions and offers

4.    Data & Platform Excellence

• Data hygiene and segmentation accuracy

• Platform stability, scalability, and best‑practice usage

5.    Stakeholder Impact

• Quality and clarity of insight shared with Marketing and Loyalty leadership

• Adoption of CRM‑led recommendations into wider loyalty strategy

What do we offer?

• Market conform, competitive salary

• Travel allowance from 10 km commuting distance

• A dynamic and varied role within a growing hotel chain.

• An enthusiastic and involved team with room for personal initiative.

• Opportunities for personal and professional development.

• Competitive salary and good secondary benefits.

• Discounts on stays within our hotel chain.

• Access to training through development programs

• Opportunities for personal growth and career development

• Access to purchase discounted products such as an e-bike or phone with an average tax benefit of 40% through FiscFree

• Access to a global employee discount program

• A unique experience including an overnight stay with dinner and breakfast during your “Know Where You Work” moment

• This role can be either in Amsterdam or Berlin Based.

JOIN US FOR A COFFEE SOON?

Let us know if you would like to strengthen our team! We look forward to receiving your motivation and CV. You can apply via the application form.

Questions? Contact our recruitment department: jobs@leonardo-hotels.nl