Role Title: Manager CRM
Location: Gurugram
Reporting Relationship: This role reports to the Head of CRM & Loyalty.
Experience: 8-12 Years of relevant experience
Position Overview: The Manager CRM will own and scale end-to-end customer growth ecosystem, spanning data, technology and content across both offline and online touchpoints. HeShe will be responsible for owning and scaling the campaign management and marketing automation capability to drive measurable revenue, engagement, and loyalty outcomes.
This role involves managing the CRM Platform, overseeing marketing campaigns and ensuring that all the efforts are aligned with brand values and business objectives. The role will encompass working closely with hotels, IT, and commercial functions to design, execute, and optimise multi-channel campaigns across email, WhatsApp, SMS, and App notifications.
The role carries full ownership of the marketing automation platform, data quality, segmentation, deliverability, and compliance to ensure high performance and brand-safe execution at scale.
Role responsibilities include, but are not limited to:
Strategic Ownership & Leadership
- Own the end-to-end functioning of the marketing automation ecosystem to ensure consistent, scalable, and measurable business outcomes across all customer touchpoints.
- Lead, mentor, and manage a team of campaign managers to ensure strict adherence to defined processes, timelines, quality standards, and performance benchmarks.
- Establish clear operating rhythms, review mechanisms, and accountability structures to ensure predictable campaign execution and continuous improvement.
- Create a culture of ownership, data-led decision-making, and experimentation to ensure the campaign team consistently delivers high-impact outcomes for the business.
Campaign Strategy, Planning & Ideation
- Ideate, design, and create offers, promotions, and campaigns aligned to business priorities to drive incremental revenue, engagement, and loyalty outcomes.
- Translate business objectives into structured campaign strategies to ensure clarity of purpose, audience targeting, and measurable success criteria.
- Engage proactively with hotels and business stakeholders to identify opportunity areas and launch campaigns that directly address demand gaps, seasonality, and local business needs.
- Create and manage a central campaign calendar to ensure optimal spacing, prioritisation, and avoidance of customer fatigue across channels.
- Ensure campaign planning balances brand objectives, revenue goals, guest experience, and operational feasibility to drive sustainable performance.
Marketing Automation Platform Ownership (Oracle Responsys)
- Own the end-to-end operations of the marketing automation platform (Oracle Responsys) to ensure platform stability, scalability, and optimal utilisation of all capabilities.
- Ensure all advanced functionalities of the marketing automation platform are fully leveraged to maximise automation, personalisation, and efficiency.
- Engage with vendors, developers, and internal technology teams to continuously optimise the platform and build new functionalities aligned to evolving business needs.
- Identify gaps in current platform usage and drive enhancements to unlock incremental value from existing investments.
Data, Segmentation & Personalisation
- Continuously optimise segmentation logic to drive more contextual, timely, and meaningful engagement with guests.
- Leverage behavioural, transactional, and demographic data to improve the relevance and effectiveness of campaigns.
- Analyse campaign performance deeply to identify patterns, insights, and opportunities for improving open rates, click-through rates, and conversions.
- Incorporate learning loops and feedback mechanisms into campaign design to ensure ongoing improvement in performance.
Data Capture, Quality & Systems Integration
- Monitor and implement actions to improve database capture quality and depth across hotels to strengthen the foundation for personalised marketing.
- Engage with Front Office, F&B, and on-ground hotel teams to guide them on data capture practices and demonstrate the direct business impact of quality data.
- Understand and monitor the end-to-end flow of data between PMS, Loyalty Management System, POS, CRM, and Website to ensure data accuracy, timeliness, and integrity.
- Work closely with IT and other commercial functions to build synergies, resolve data issues, and enable seamless system integration.
Governance, Compliance & Brand Oversight
- Ensure strict adherence to GDPR, DPDPA, and consent management guidelines to protect customer trust and mitigate regulatory risk.
- Oversee the quality of all campaign content to ensure alignment with brand guidelines, tone of voice, and legal requirements.
- Implement checks and balances to ensure no campaign is deployed without appropriate approvals, validations, and compliance checks.
Partners Management & Future Readiness
- Identify, evaluate, and onboard new technology partners and vendors to automate, optimise, and scale relevant areas of campaign management.
- Continuously scan the ecosystem for emerging tools, technologies, and best practices to keep the organisation future-ready.
- Partner with internal and external stakeholders to pilot innovations that can drive step-change improvements in marketing effectiveness.
Capability Building & Training
- Conduct structured training sessions with hotel and central teams to improve awareness and adoption of the platform's capabilities.
- Educate stakeholders on how campaign design, segmentation, and data quality directly impact guest engagement and revenue outcomes.
- Act as a subject matter expert and internal consultant on campaign strategy, automation, and customer communication.
Education Qualification & Experience:
- 8–12 years of experience in CRM, campaign management, marketing automation, or lifecycle marketing, preferably within hospitality, retail, BFSI, e-commerce, or consumer-focused industries.
- Hands-on experience with enterprise-grade marketing automation platforms (experience with Oracle Responsys or similar platforms strongly preferred).
- Strong understanding of multi-channel campaign execution including email, WhatsApp, SMS, push notifications, and app-based communication.
- Proven expertise in segmentation, personalisation, deliverability management, and performance analytics.
- Strong understanding of data flows across PMS, CRM, loyalty systems, POS, and digital platforms.
- Working knowledge of GDPR, DPDPA, and consent management frameworks.
- Experience leading and developing high-performing teams in a matrixed, multi-stakeholder environment.
- High analytical ability with a strong bias toward data-driven decision making and experimentation.
- Excellent communication and stakeholder management skills, with the ability to influence without authority.
- Proficiency with Gen AI tools (for content ideation, campaign optimisation, analytics support, and productivity enhancement) preferred.
- Comfortable operating in a fast-paced, evolving environment with a strong sense of ownership and accountability.
