Belmond
Head of CRM, Customer Engagement & Intelligence
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Head of CRM, Customer Engagement & Intelligence
The Head of CRM, Customer Engagement & Intelligence will lead Belmond's global approach to customer engagement. The role owns the strategy and operational excellence for CRM, clienteling, recognition, personalisation and customer intelligence.
The role will help Belmond better understand, recognise and grow the value of customers over time, while embedding a more customer-centric way of working across the organisation.
Main Duties and Responsibilities
CRM, Lifecycle Engagement and Journey Orchestration
- Evolve Belmond's global CRM and lifecycle strategy to support the company's business objectives
- Drive Belmond's customer data strategy from a business perspective, creating a single view of the customer and improving identity resolution in partnership with the data team
- Design priority CRM journeys and campaigns using AI-driven clustering, segmentation, and automation
- Improve how Belmond captures and uses customer data in CRM, focusing on data quality
- Oversee migration of CRM from OSC to Salesforce, leading the business definition and development of a future Customer 360 view across all systems (HMS, Kaptio, Trybe, SevenRooms)
Clienteling
- Operationalize and scale Belmond's clienteling program for high-value guests growing number and value of clienteling guest
- Develop outreach models that support retention, advocacy, and repeat stays
- Shape requirements and adoption for clienteling tools
Customer Intelligence
- Define the intelligence needed to understand customer value, behaviour, preferences and opportunities
- Establish a practical voice-of-the-customer insight loop, using ReviewPro/Qualtrics and other feedback sources to capture signals and operational pain points; co-own on-property feedback capture and action planning with Operations
- Share actionable insight with Commercial, Marketing, Operations, and property teams to inform decisions and support prioritization of projects
Recognition and Personalisation
- Define how Belmond recognises and treats customers differently based on value, context, preferences and relationship history
- Embed recognition and personalisation moments across the customer journey, working closely with marketing, Customer Contact Organization and Operations
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Data and AI Experimentation
- Use data, analytics and AI capabilities to improve customer engagement outcomes
- Establish a framework and process for continuous testing and measurement to improve performance
- Pilot use cases such as propensity signals, and next-best-action
- Partner with Data and AI teams while owning business adoption and measurable value in this area
Leadership and Cross-Functional Delivery
- Align Digital, Commercial, Marketing, Operations, Contact Centre and properties around a more customer-centric way of working
- Support strategic initiatives such as Source City, prioritising and scaling activity based on customer value, business impact and operational feasibility
- Explore and implement any relevant LVMH partnership opportunities
Requirements
- Strategic paid media or e-commerce background (luxury/hospitality experience preferred)
- Deep expertise in CRM, lifecycle engagement, A/B testing, and optimization
- Must be fluent with AI, data strategy, and AI-driven personalization/campaigns
- Proven ability to scale clienteling for high-value guests and embed recognition across journeys
- Cross-functional leadership across digital, commercial, marketing, and operations
Benefits
What We Offer
At Belmond, we pride ourselves on fostering a culture built on kindness, active listening, and genuine connections with our colleagues and guests. We offer a comprehensive range of compensation, perks and benefits including:
- Complimentary and preferred rate experiences at our iconic destinations
- Private medical insurance and dental plans
- Group pension plan
- 25 days of annual leave (excludes UK bank holidays)
- Lifestyle and employee assistance programs
- Onsite gym facilities
We strive to create an environment where our employees can thrive both personally and professionally. With a commitment to your ongoing development, you'll have the opportunity to learn and grow alongside some of the most talented individuals in the industry. Join us and be part of creating unforgettable moments for our guests, communities and each other.
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At Belmond, we pride ourselves on fostering a culture built on kindness, active listening, and genuine connections with our colleagues and guests.
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About Us
Belmond was born from a passion for connecting discerning travellers with the world's most remarkable properties, locations and journeys. From hotels and trains to river cruises and safari lodges, Belmond's Slow Luxury invites guests to discover a new pace of travel as they savour time, engage with local culture, and connect with nature and people around them through incomparable experiences and unforgettable stories. With a legacy spanning over 45 years, since the acquisition of Hotel Cipriani in Venice in 1976, Belmond has grown into a global collection of 43 properties spread across 24 countries and territories. Exceptional destinations connected by legendary journeys are the very soul of Belmond, where the path that brings you to a place is as important as the destination itself. A pioneer of slow travel, Belmond has been operating the Venice Simplon-Orient-Express since 1982. Belmond later expanded to include pristine beach resorts, such as Maroma on the Riviera Maya, historic hideaways such as Villa San Michele in the Florentine foothills, urbane icons, such as Copacabana Palace in Rio de Janeiro, and gateways to UNESCO world heritage sites, such as Hotel das Cataratas in Brazil's Iguassu National Park. As proud custodians of storied properties, Belmond is committed to building on the past to create a new legacy: the heritage of the future. Working with communities and local talents, together with the world's most respected chefs, designers and artists, Belmond continues its purpose of perpetuating the legendary art of travel. Since 2019, Belmond has been part of the world's leading luxury group, LVMH (Moët Hennessy Louis Vuitton).
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