Role overview:
The Digital Marketing Executive will own and develop St Michaels’ email and CRM marketing programme across the customer lifecycle, combining brand-led content, customer and booking behaviour, segmentation and automation to grow direct revenue, extend booking lead times, increase ancillary spend and strengthen customer retention.
This is a hands-on role with responsibility for taking email activity from strategy and campaign planning through to platform build, quality assurance, deployment, reporting and optimisation. Working across resort stays, apartments, spa, Health Club, dining and other customer audiences, the Digital Marketing Executive will ensure that each audience receives relevant, timely communications rather than generic or conflicting sales messages.
The role sits at the intersection of Brand and Marketing and Digital. It owns the customer-facing email strategy, content plan, campaign execution and journey logic, while working closely with the Digital Manager on data feeds, integrations, tracking and wider digital infrastructure.
Duties and responsibilities:
Email and CRM strategy
· Own and maintain the overall email and CRM marketing strategy in line with the St Michaels brand strategy, commercial priorities and customer journey.
· Develop distinct email approaches for resort stays, apartments, spa breaks, local spa audiences, Health Club members and prospects, dining, events and other relevant customer groups.
· Translate the commercial calendar, booking pace and customer behaviour into clear campaign plans, identifying which audiences require support, when communications should begin and how messaging should develop.
· Use email to influence booking behaviour, including building desire earlier in the consideration journey and helping to extend resort booking lead times beyond the current short-lead booking window.
· Balance long-term brand building, editorial storytelling and Feel Good Again content with clear conversion, urgency and last-minute messaging at the appropriate point in each campaign.
· Maintain an accurate master email calendar and proactively flag audience clashes, excessive frequency, gaps and missed commercial opportunities.
Campaign and content planning
· Plan the purpose, audience, message, content pressure and call to action for every campaign.
· Develop campaign journeys that move customers naturally from inspiration and appetite-building through consideration, conversion and genuine urgency.
· Turn agreed commercial priorities and brand direction into campaign concepts, messaging hierarchies, content plans and actionable briefs.
· Build campaigns end to end in the email platform using approved copy, creative assets and briefs, editing and refining content where needed to create a coherent customer communication.
· Write or adapt subject lines, preview text, calls to action and concise campaign copy within the established St Michaels tone of voice.
· Brief the Design and Content team members on image, video and creative requirements and ensure the finished email aligns with its destination landing page.
· Apply the Feel Good Again positioning, Almanac themes and wider brand direction consistently across email.
Segmentation and audience management
· Build and apply meaningful customer segments using available booking, customer and engagement data.
· Pull, prepare and apply the correct audience lists or dynamic segments to campaigns in line with the agreed strategy and campaign brief.
· Use behavioural signals where available, including previous booking type and season, lead time, length of stay, family or adult-only behaviour, booking channel, spend, recency, frequency and email engagement.
· Establish and manage campaign inclusion, exclusion, suppression and frequency rules so that customers receive relevant communications without duplication or conflict.
· Ensure confirmed bookers automatically leave applicable acquisition campaigns and enter the correct pre-stay or lifecycle journey.
· Manage the transition between early seasonal campaigns, conversion activity and targeted last-minute communications for eligible non-bookers.
· Work with the Digital Manager to define the data fields, integrations and refresh frequency needed to support effective targeting and suppression.
Automated and lifecycle journeys
· Build, maintain and optimise automated customer journeys according to the agreed customer flow and business logic.
· Manage lifecycle programmes including booking abandonment, pre-arrival, in-stay or post-arrival, post-checkout, feedback, win-back, rebooking, cancellation and re-engagement communications.
· Develop appropriate cross-sell and upsell journeys for dining, spa and other ancillary experiences without compromising the service-led guest experience.
· Support Health Club prospect, onboarding, engagement, retention and lapsed-member journeys.
· Define programme entry criteria, decision nodes, timing, exit conditions, suppressions and handovers, then build these accurately in the CRM platform.
· Regularly review journey performance and customer experience, identifying broken logic, outdated content, gaps and opportunities for improvement.
Platform execution and quality assurance
· Manage the end-to-end build, scheduling and deployment of campaigns within our email service provider platform.
· Create and maintain reusable templates, campaign components, programmes, segments, address books, dynamic content and personalisation.
· Make basic HTML and CSS edits to email templates where required.
· Proof and quality-assure every email before deployment, checking copy, links, tracking, personalisation, data fields, exclusions, formatting, imagery, accessibility and calls to action.
· Test emails across desktop and mobile layouts and check rendering in relevant email clients.
· Confirm that campaign audiences and booking suppressions have refreshed correctly immediately before each send.
· Maintain clear campaign naming, folder structures, version control and internal documentation so activity can be audited and understood.
· Support email, SMS and WhatsApp communications as part of a coordinated customer contact strategy where appropriate and consented.
CRM administration and database health
· Carry out day-to-day CRM platform administration, including list hygiene, data entry, preference management, unsubscribes and suppression maintenance.
· Work within GDPR, PECR, consent and data-retention requirements and escalate any data-quality or compliance concerns promptly.
· Monitor deliverability, bounces, complaints, engagement and inactive records, taking action to protect sender reputation and database health.
· Work with the Digital Manager to troubleshoot data integrity, platform or integration issues, while retaining ownership of their effect on the customer communication journey.
Reporting, testing and optimisation
· Produce clear, regular reporting on campaign, journey, segment and channel performance using the CRM platform, analytics tools and spreadsheets.
· Measure commercial outcomes including attributed revenue, bookings, conversion rate, revenue per recipient, average booking value, booking lead time, ancillary spend, retention and repeat booking.
· Use opens, clicks, unsubscribes, complaints and deliverability as diagnostic measures rather than treating them as the sole indicators of success.
· Establish a structured testing plan across audience definitions, content themes, subject lines, send timing, cadence, creative treatment, calls to action, personalisation and message pressure.
· Turn results into practical recommendations and apply learning to future campaigns rather than reporting performance in isolation.
· Share emerging customer insights with Brand and Marketing, Digital, Revenue and relevant operational teams.
Remuneration:
You will receive a highly competitive salary, together with employee benefits such as meals on duty, health club membership, friends & family room rates, incremental holiday entitlement, and a commitment to your ongoing development.
What you’ll needEssential
· At least 2 years' experience in a digital marketing, email or CRM role.
· Demonstrable hands-on experience using an email service provider or CRM platform such as Dotdigital, Mailchimp, Klaviyo, HubSpot or a comparable system.
· Experience building, testing, scheduling and sending email campaigns from brief through to deployment.
· An understanding of automated customer journeys such as welcome, abandoned booking, pre-arrival, post-stay and win-back programmes.
· The ability to turn brand and commercial priorities into a structured email plan and manage activity across multiple audiences.
· Strong copy judgement and the ability to adapt messaging across storytelling, consideration, conversion and urgency.
· A basic understanding of CRM data, segmentation, consent, suppressions and customer lifecycle principles.
· Excellent attention to detail and a disciplined approach to proofing, links, personalisation, formatting, audience selection and mobile rendering.
· Confidence working with data and spreadsheets to prepare lists, interpret performance and produce accurate reporting.
· Basic HTML and CSS skills for email template edits.
· Strong organisation and project-management skills, with the confidence to manage a busy send calendar and flag clashes or risks early.
· Commercial awareness and the ability to connect email performance to bookings, revenue, lead time, ancillary spend and retention.
· The ability to work independently within an agreed strategy while collaborating effectively with brand, digital, creative and operational teams.
Desirable
· Experience with wider digital marketing channels such as social media, paid media or SEO
· Experience in hospitality, travel, leisure, wellness or another considered-purchase customer journey.
· Experience working with booking, reservation, ecommerce or customer-data integrations.
· Experience using dynamic content, personalisation, behavioural segmentation and automated suppression logic.
· Experience with SMS or WhatsApp alongside email.
· Knowledge of email deliverability, sender reputation, GDPR and PECR.
· Experience reporting on email-attributed revenue and customer lifecycle performance.
Personal qualities
· Customer-focused, with good judgement about relevance, frequency and the overall communication experience.
· Commercially minded without losing sight of brand, trust and long-term customer value.
· Curious and analytical, with the confidence to question assumptions and use evidence to improve decisions.
· Meticulous, dependable and calm when managing detailed or time-sensitive deployments.
· Proactive about identifying problems, gaps and opportunities before they affect a campaign or customer.
· Comfortable taking ownership while knowing when to seek input from Brand, Digital, Revenue or operational specialists.
Measures of success
· Growth in email-attributed direct bookings and revenue.
· Increased revenue per recipient and campaign conversion rate.
· Extension of average resort booking lead time.
· Growth in relevant pre-arrival ancillary revenue.
· Improved repeat booking, retention and win-back performance.
· Stronger segment-level performance and customer relevance.
· Accurate campaign builds with consistently high QA standards.
· Reduced audience clashes, duplicate communications and inappropriate promotional sends to existing bookers.
· Healthy deliverability, consent compliance and engaged-database performance.
· A clear programme of testing, learning and measurable ongoing improvement.
How to apply:
Please send a copy of your CV and covering letter detailing your suitability for the role. Please indicate your current salary and notice period. Due to a large number of applications normally received, regretfully we are only able to reply to candidates who have been shortlisted.
You will receive a highly competitive salary, together with employee benefits such as meals on duty, health club membership, friends & family room rates, incremental holiday entitlement, and a commitment to your ongoing development.
Job Type: Full-time
Pay: Up to £30,000.00 per year
Work Location: In person
