Golfbreaks
Senior CRM and Engagement Manager
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Senior CRM and Engagement Manager
Senior CRM & Engagement Manager
Role Overview
As we continue to evolve our customer experience and invest in customer engagement technology, we are looking for an experienced Senior CRM & Engagement Manager to take ownership of our CRM strategy and help us deliver highly personalised, data-driven customer experiences.
Golfbreaks has a large and highly engaged customer base, creating significant opportunities to:
- Drive repeat bookings
- Increase booking frequency
- Strengthen customer loyalty through smarter lifecycle marketing across multiple channels
This is a hands-on strategic role, working within a lean, high-performing team. You will use first-party data, behavioural insights, and marketing automation to create personalised customer journeys that:
- Increase engagement
- Drive bookings
- Improve retention
- Maximise customer lifetime value
You will play a key role in helping Golfbreaks maximise the full potential of its customer engagement platform, building:
- Sophisticated customer journeys
- Segmentation strategies
- Personalised omnichannel campaigns
Key Responsibilities
CRM Strategy & Lifecycle Management
- Define and deliver Golfbreaks’ CRM and customer lifecycle strategy
- Own the CRM roadmap, prioritising lifecycle initiatives based on:
- Customer insight
- Commercial opportunity
- Business objectives
- Design customer journeys throughout the entire lifecycle (acquisition → retention → advocacy)
- Identify opportunities to:
- Increase customer engagement
- Boost repeat bookings
- Enhance customer lifetime value
Personalisation & Customer Data
- Develop advanced audience segmentation and targeting strategies
- Use customer behaviour, booking history, and engagement data to deliver personalised customer experiences
- Partner with data and product teams to improve:
- Customer insight
- Audience creation
- Explore opportunities to leverage:
- AI
- Predictive audiences
- First-party data for more relevant customer experiences
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Marketing Automation & Campaign Management
- Build and optimise automated customer journeys
- Develop trigger-based communications (email, SMS)
- Own campaign planning, execution, and optimisation
Testing & Optimisation
- Establish a culture of experimentation and continuous improvement
- Design and execute A/B and multivariate tests
- Analyse campaign performance to make data-driven recommendations
Reporting & Commercial Performance
- Track and report on key CRM performance metrics, including:
- Engagement
- Repeat booking rate
- Customer retention
- Customer lifetime value
- Revenue contribution
- Provide regular insights and recommendations to stakeholders
Cross-Functional Collaboration
- Collaborate with Sales, Product, and Marketing teams to align CRM initiatives with:
- Wider business goals
- Customer needs
- Partner with Data and Technology teams to shape the future customer data and personalisation strategy
- Support the development of new customer engagement opportunities across digital channels
Team Leadership
- Lead, mentor, and develop the CRM team, fostering:
- A culture of experimentation
- Accountability
- Continuous improvement
Required Skills and Experience
Essential
- 5+ years’ experience in:
- CRM
- Lifecycle marketing
- Customer engagement roles
- Strong experience in designing and delivering automated customer journeys
- Proven ability to use first-party data and segmentation to drive commercial outcomes
- Experience with marketing automation platforms, such as:
- Bloomreach
- Salesforce Marketing Cloud
- Braze
- Iterable
- Similar platforms
- Strong analytical skills and experience using data to inform decision-making
- Curious mindset with a passion for:
- Innovation
- Continuous improvement
- Experience managing:
- Email marketing programmes at scale
- Direct reports
- Excellent stakeholder management and communication skills
- Commercial mindset, focusing on:
- Revenue
- Retention
- Customer lifetime value
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Desirable
- Experience in:
- Travel
- Hospitality
- Ecommerce
- Subscription businesses
- Familiarity with customer experience optimisation
- Understanding of:
- Experimentation
- Incrementality measurement
- Experience working within lean, fast-moving teams
What We Can Offer You
Well-being & Support
- Well-being days (½ day each month)
- Employee Assistance Programme (24/7 confidential helpline)
- Opportunity to enrol in private healthcare
- Opportunity to buy up to 5 additional holiday days
Perks & Benefits
- Perkbox discounts and freebies
- Cycle to work scheme
- EV cars through salary sacrifice
- Free eye tests with Specsavers
- Staff discounts on hotels and golf courses
- Corporate golf membership at two local courses
- Enhanced company pension plan
- Hybrid working opportunities
Company Culture
- Established in 1998 by Chief Executive, Andrew Stanley
- Organises golf breaks, holidays, and tournament experiences
- Sent over 3 million golfers to 2,500+ resorts worldwide
- Ranked world’s #1-rated golf tour operator with over 90,000 5-star reviews
- Known for choice, value, and service
- Fully bonded travel company (ABTOT & ATOL in the UK)
Working Environment
-
150+ staff at HQ in Windsor, Berkshire (UK)
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Offices in Charleston (South Carolina) and Copenhagen (Denmark)
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Right to close the application process early if sufficient candidates are received
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No agencies please. Apply early for best consideration.
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