Senior CRM and Engagement Manager
Reporting into: Head of Digital Marketing
Salary: £50,000 - £55,000 (DOE)
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 and strengthen customer loyalty through smarter lifecycle marketing across multiple channels.
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 and maximise customer lifetime value.
You will play a key role in helping Golfbreaks maximise the full potential of our customer engagement platform, building sophisticated customer journeys, segmentation strategies and 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 and business objectives.
- Design customer journeys across the entire customer lifecycle, from acquisition through to retention and advocacy.
- Identify opportunities to increase customer engagement, repeat bookings and 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 and audience creation.
- Explore opportunities to leverage AI, predictive audiences and first-party data to deliver more relevant customer experiences.
Marketing Automation & Campaign Management
- Build and optimise automated customer journeys.
- Develop trigger-based communications across email and 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 and make data-driven recommendations.
Reporting & Commercial Performance
- Track and report on key CRM performance metrics.
- Drive improvements across key CRM metrics including engagement, repeat booking rate, customer retention, customer lifetime value and 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 and customer needs.
- Partner with Data and Technology teams to shape the future customer data and personalisation strategy, ensuring Golfbreaks continues to evolve its customer engagement capabilities.
- Support the development of new customer engagement opportunities across digital channels.
Team Leadership
- Lead, mentor and develop the CRM team, creating a culture of experimentation, accountability and continuous improvement.
Required Skills and Experience:
Essential
- 5+ years' experience in CRM, lifecycle marketing or customer engagement roles.
- Strong experience 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 or similar.
- Strong analytical skills and experience using data to inform decision-making.
- Curious mindset with a passion for innovation and continuous improvement.
- Experience managing email marketing programmes at scale.
- Experience managing direct reports.
- Excellent stakeholder management and communication skills.
- Commercial mindset with a focus on revenue, retention and customer lifetime value.
Desirable
- Experience in travel, hospitality, ecommerce or subscription businesses.
- Experience with customer experience optimisation.
- Understanding of experimentation and incrementality measurement.
- Experience working within lean, fast-moving teams.
What we can offer you…
- Well-being days (half a day each month)
- Employee Assistance Program – 24-hour confidential helpline
- Opportunity to enrol in our Private Healthcare
- Opportunity to buy up to 5 days additional holiday
- Enhanced Maternity, Paternity, and Adoption Leave
- 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 golf courses for all staff to use
- Exclusive staff discount on Callaway and TravisMathew golf equipment and apparel
- Opportunity for hybrid working
Company Profile
Golfbreaks was formed in 1998 by Chief Executive, Andrew Stanley. We organise an extensive range of golf breaks, holidays, and tournament experiences and so far, have sent over 3 million golfers to more than 2,500 resorts and golf courses worldwide.
With over 25 years’ experience, we are the world’s number 1 rated golf tour operator with over 90,000 5-star reviews. We are renowned for delivering outstanding choice, value and service, whilst providing the reassurance and security of booking with a fully bonded travel company (both ABTOT and ATOL in the UK).
We have 150+ staff based at our head office in Windsor, Berkshire – we also have offices in Charleston, South Carolina and Copenhagen, Denmark, from which our North American and Scandinavian operations are run.
We reserve the right to close this job application earlier than the stated closing date if a sufficient number of applications are received. We encourage applicants to apply as soon as possible.
No agencies please.
Pay: £50,000.00-£55,000.00 per year
Ability to commute/relocate:
- Windsor, Berkshire: reliably commute or plan to relocate before starting work (required)
Work Location: In person
