ECRM & Loyalty Executive

Key Accountabilities & Responsibilities

ECRM & Email Marketing

• Build and schedule email and app marketing campaigns in line with the CRM and wider marketing calendar.
• Support the delivery of newsletters, promotional campaigns, loyalty communications, and customer lifecycle communications.
• Create email audiences and segments based on agreed campaign requirements.
• Support customer segmentation to ensure relevant and targeted communications are delivered to the appropriate audiences.
• Carry out campaign QA and testing to ensure emails are accurate, correctly displayed, and functioning before deployment.
• Testing of subject lines, content, and campaign approaches.
• Email content creation, including copy, subject lines, calls-to-action, and campaign content.
• Work with the eCRM & Loyalty Manager to build and maintain automated customer journeys.
• Support email data uploads and data preparation where required.
• Ensure all campaigns are delivered in line with brand guidelines and CRM best practice.

Reporting & Data

• Complete monthly data capture and reporting for email and app activity.
• Support campaign reporting and monitor key performance metrics.
• Produce regular reports to support the identification of trends and opportunities.
• Complete weekly site-level email data capture and reporting.
• Support the maintenance of accurate and up-to-date customer data.
• Assist with audience and data queries to support CRM activity.

Loyalty & App Support

• Support the day-to-day administration of the Inn Crowd loyalty programme.
• Assist with the setup, testing, and creation of loyalty perks and offers.
• Create and maintain supporting assets for loyalty perks and promotions.
• Support the delivery of loyalty campaigns across email and app channels.
• Build and schedule app push notifications.
• Manage and respond to customer queries received through the app marketing inbox.
• Support the creation and delivery of app and loyalty communications.
• Assist with app content and promotional updates.

Campaign & Creative Coordination

• Create and manage briefs for the graphic design team.
• Coordinate the creation of assets required for CRM, email, and loyalty activity.
• Ensure campaign assets are supplied in the correct format and within agreed deadlines.
• Support the communication of new app, email, and loyalty promotions to relevant internal teams.

Collaboration

• Work closely with the eCRM & Loyalty Manager to deliver CRM and loyalty activity.
• Collaborate with the wider marketing team to ensure CRM activity supports wider marketing campaigns.
• Support communications to sites and internal teams regarding app, loyalty, and email initiatives.
• Work with Customer Relations and other relevant teams to ensure accurate customer communications.
• Support ad hoc CRM and loyalty projects where required.

Key Skills & Attributes

• Highly organised with excellent attention to detail.
• Strong written communication and copywriting skills.
• Comfortable managing multiple campaigns and deadlines.
• Strong interest in CRM, email marketing, loyalty, and customer engagement.
• Good understanding of customer segmentation and targeted marketing.
• Confident working with data and reporting.
• Methodical approach to campaign testing and quality assurance.
• Proactive and willing to learn new systems and platforms.
• Comfortable working collaboratively across multiple teams.

Essential Experience & Requirements

• Experience in a marketing, email marketing, CRM, or digital marketing role.
• Experience using an email marketing or CRM platform.
• Experience building and sending marketing campaigns.
• Strong copywriting and communication skills.
• Experience using Excel and other Microsoft Office programmes.
• Excellent attention to detail.
• Ability to manage multiple tasks and deadlines.

Desirable

• Experience with customer segmentation and audience creation.
• Experience supporting loyalty programmes or customer retention activity.
• Experience with app marketing or push notifications.
• Experience within hospitality, leisure, retail, or another customer-focused industry.
• Basic understanding of customer data and campaign performance reporting.

Development Opportunities

This role provides the opportunity to develop specialist expertise across:

• CRM and email marketing
• Customer data and segmentation
• Automated customer journeys
• Loyalty marketing
• App marketing and customer engagement
• Campaign testing and optimisation
• Reporting and customer insight

There is a clear progression opportunity towards a Senior eCRM & Loyalty Executive role, with increased responsibility for campaign ownership, CRM planning, journey development, segmentation strategy, loyalty promotions, and CRM platform expertise.