As the Global CRM Manager (Activation) at B&B HOTELS Group, he/she will play a crucial role in enhancing customer engagement and retention. He/She is part of the team at group level delivering the assets for our 17 countries and more than 800 hotels worldwide. This position involves crafting and implementing comprehensive strategies to boost customer engagement and retention. He/she will assess customer programs email performance, build journeys, lead CRM initiatives across multiple regions, providing operational guidance, and utilizing advanced tools like SFMC, Imagino and Dartagnan, to drive significant customer engagement. He/She reports to the Customer Programs director.

More specifically, to support the growth and deployment of the membership B&me program, he/she will take an active part in the success of launching cross-country communications. He/she will contribute to the set-up and roll-out of this initiative “cross-country” and engaging countries in this new dynamic. He/she will also ensure continuous improvement with A/B testings to maximize conversion, leverage monitoring schedules, supporting markets and working on improvements.

Key Responsibilities:

● Follow a data-driven strategy to enhance customer engagement and loyalty

creating the right cross-country communications having most impact

(generating bookings and revenue)

● Secure harmonization and collaboration between all countries yearly

Customer Activation Plans

● Turn customer insights into effective loyalty initiatives and increased

activation (improving customer lifecycle journey or work on specific use

cases)

● Work closely with the Customer Marketing Communication Junior and the

tech team on our CRM tool to secure campaigns are set accurately and

reach objectives

● Perform detailed performance analysis of activation on a global level

● Benchmark against competitors’ CRM approaches and share best practices

with CRM community Big4 countries (FR, DE, IT, SP)

Skills & experience we are looking for:

● Minimum of 5 years in CRM management within international business settings.

● Expertise in customer data analysis and strategic development.

● Skilled in using CRM and marketing automation tools, especially Salesforce

Marketing Cloud.

● Experience in international business environments, with a deep understanding

of global market dynamics.

● Skilled in creating engagement, lead initiatives, create enthusiasm as a leader

for international teams.

● Fluent in English and French, both written and verbal. Any additional language

(Italian, Spanish) is a plus.