crm manager in hospitality

Firmdale Hotels operates eleven hotels and restaurants across London and New York, focusing on hospitality experiences and guest engagement.

• Own CRM data integrity and performance, implementing governance, auditing and data-cleansing best practices;
• Grow the customer database across key touchpoints while maintaining brand integrity and privacy standards;
• Analyse audience and booking data to identify trends, customer behaviours and revenue opportunities;
• Create targeted B2B and B2C audience segments;
• Optimise integrations with group booking platforms and use customer insights to increase opt-ins, engagement and retention;
• Oversee third-party CRM integrations and ensure effective data flows;
• Work with the Data Protection Officer to maintain GDPR compliance and improve data capture, management and retention;
• Develop customer acquisition and retention strategies with performance metrics, analysis and campaign optimisation;
• Support agencies with planning, management and optimisation of paid media campaigns;
• Monitor campaign performance and provide actionable insights to maximise return on investment;
• Analyse and report on paid media activity to improve targeting, engagement and conversion;
• Collaborate with SEO agencies and the marketing team to improve organic visibility, onsite SEO and GEO;
• Lead evaluation and implementation of emerging AI technologies for brand visibility and marketing intelligence;
• Optimise website structure, user experience and conversion performance;
• Refine analytics implementation and measurement frameworks with agency partners;
• Develop and maintain tracking standards, UTM governance and campaign attribution;
• Oversee website-related system updates and maintain fit-for-purpose digital platforms;
• Lead digital transformation initiatives and identify opportunities to improve the digital marketing function;
• Monitor and report on digital performance across the brand and individual hotels;
• Develop and maintain tracking strategies across email, social, search, PR and website campaigns;
• Develop data-driven tactical strategies with the revenue team to increase bookings;
• Manage reporting dashboards and visualisation tools, including GA4 and TapClicks;
• Oversee Google Tag Manager and ensure accurate tracking across digital touchpoints;
• Identify growth opportunities across rooms, restaurants, bars and wider hotel experiences;
• Present insight-led recommendations, successes and key learnings to stakeholders.

• At least 5 years of experience in digital marketing, preferably in luxury hospitality across hotels and restaurants;
• Strong knowledge of Google Suite, including GTM and GSC;
• Experience working with large datasets and translating them into actionable recommendations;
• Experience with restaurant reservation platforms, preferably SevenRooms and/or OpenTable;
• Strong understanding of Google Ads, SEO, GEO and paid search;
• Understanding of the evolving digital landscape, including AI;
• Data-oriented and proactive;
• Genuine interest in hospitality and design;
• Highly organised with meticulous attention to detail;
• Excellent communication and presentation skills.

• Working hours are 9am to 6pm, Monday to Friday;
• Based at the Head Office in Soho;
• Comfortable working on-site across multiple hotel locations and maintaining a visible brand presence.