On the Beach
CRM Lifecycle Lead - 12 Month FTC Maternity Cover
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We’re On the Beach! Since 2003, we've been rewriting the rules of how people discover, book, and experience their perfect getaway. What started as connecting people to short-haul beach holidays has evolved into something much bigger - premium beach destinations, long-haul adventures, and vibrant city breaks – and that’s just the beginning of our story.
We send around two million holidaymakers on their dream breaks every year. And we're still growing.
Powered by our deep-rooted entrepreneurial spirit, proprietary tech, curiosity and our incredible people, we’re accelerating - delivering best in class technology, the ultimate holiday app, and experiences that keep our customers coming back for more.
Ready to build the future of travel with us?
About The Role
This is a 12 month Maternity Cover role where, as the CRM Lifecycle Lead, you will lead a lean, high-performing team of CRM professionals covering onboarding, automation, trade campaigns, and partnerships. Your primary mandate is to maintain the excellent standard of our current CRM ecosystem while driving retention, repeat, and cross-sell.
You will be responsible for executing expansion strategies within our newly launched categories and geographies, ensuring a seamless, highly data-driven customer journey. A critical objective of this tenure will be documenting your successes and learnings into a scalable, repeatable growth playbook that the business can leverage for future category and geographic rollouts.
What You’ll Be Doing Day To Day
Strategic Growth & Execution
- Drive Customer Value: Optimize the customer lifecycle to increase customer loyalty, retention, repeat bookings, cross-sell, and up-sell metrics.
- Scale New Segments: Execute targeted CRM strategies to accelerate repeat growth within newly launched categories (City Breaks, Cruise Packages) and new geographic territories (Ireland).
- Playbook Development: Formulate, document, and deliver a comprehensive growth playbook establishing best practices for future category and market expansions.
Campaign Orchestration & Tech Architecture
- Hands-on Platform Management: Serve as the technical and data-focused authority for our CRM platform, Bloomreach.
- End-to-End Lifecycle Ownership: Oversee and optimize CRM activities across the entire customer lifecycle, including prospecting, acquisition/purchase, post-purchase, and long-term retention/loyalty.
- Multi-Channel Deployment: Manage and optimize automated and ad-hoc communications across email, SMS, app messaging, and website personalization.
- Data & Optimization: Continuous A/B testing, audience segmentation, and campaign optimization to ensure data-driven decision-making and maximum ROI.
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Team Leadership & Stakeholder Collaboration
- Team Management: Lead, mentor, and support a team of CRM Executives and Managers, ensuring clear alignment on commercial objectives.
- Cross-Functional Collaboration: Act as a key partner to stakeholders across the business, working closely with Data Analytics, Data Engineering, Product, Brand Marketing, Partnerships, Supply, and Commercial teams to align CRM output with broader business goals.
You’ll be a great addition to our team if you have the following skills, knowledge and experience
- Deep Bloomreach Expertise: Extensive, hands-on experience utilizing Bloomreach with a heavy focus on the data architecture, technical setup, campaign creation, optimization, and orchestration.
- Data & Technical Literacy: A highly technical, data-centric approach to CRM, with the ability to navigate complex data sets and collaborate closely with data engineers and analysts.
- Growth Scaling: Demonstrable track record of growing high-quality CRM audiences through lead generation, app adoption, retention, churn reduction and customer lifetime value within a highly competitive B2C environment.
- Data Governance: Strong understanding of customer data and consent management, ensuring compliant use of PII in line with GDPR and industry best practice.
- Lifecycle Mastery: Proven expertise managing complex user journeys across all lifecycles: prospecting, acquisition, post-purchase, and loyalty.
- Multi-Channel Execution: Direct experience managing and orchestrating CRM strategies across email, SMS, mobile app messaging, and on-site personalization.
- Leadership Experience: Proven ability to manage, inspire, and drive performance within a fast-paced CRM team.
Skills And Expertise Desired
- Travel Industry Experience: Prior experience working within an Online Travel Agency (OTA) or the broader travel and hospitality sector is highly advantageous.
- AI & Workflow Innovation: Practical experience incorporating AI and Large Language Models (LLMs) into CRM workflows, copywriting, or task automation to drive operational efficiency.
- CRM Platforms: Expert knowledge of enterprise-level CDP and customer engagement platforms, such as Bloomreach.
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What To Expect From Our Interview Process
We’ll run a multiple stage interview process, one stage of which will be an in-person interview at our fabulous Aeroworks office in Manchester city centre.
We want to make sure everybody has the opportunity to perform at their best. If you require any reasonable adjustments during the interview process please let the Talent Acquisition team know and they will be happy to assist.
Ways of working
Our full time hours are 37.5 per week, but we don't have rigid working hours so you can find the working pattern that's right for you. We have core working hours between 10am - 4pm, so we can collaborate and enjoy the social side of work.
We also have hybrid working so we all work from home and from our Aeroworks office in Manchester City Centre. As a team we are in the office 2 days per week (usually Tuesday & Wednesday).
Our Benefits
We might be biased but we think our colleagues are pretty great. They're the people that have made On the Beach what it is today and continue to make it vibrant and successful tomorrow. That's why we offer a competitive benefits package, known as our Beach Perks, to all On the Beach colleagues.
These Include
- 25 days holiday plus your birthday off
- Generous discount on holidays, plus you will receive 2 extra days annual leave on top of your holiday allowance to use whilst you're away on your On the Beach package holiday
- Access to Learnerbly learning platform, plus workshops, courses and professional qualifications
- Enhanced maternity, paternity, shared parental leave and adoption pay, plus other family friendly support
- Employee Assistance Programme and free access to counselling
- Simplyhealth Optimise Health Plan
- Company Sick Pay scheme
- Regular wellbeing events
- Gym discount
- Share Incentive Plan (SIP)
- Death in Service cover
- Onsite subsidised coffee shop
- The Sandbox (our very own bar)
- Food and drink discounts across a number of venues in Manchester City Centre
- Regular social events
- Cycle to Work scheme
We're On the Beach! One of the UK's largest online package holiday specialists, with significant opportunities for growth.
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