Global CRM & Retention Manager

Job search

e.g. "Administrator, Melbourne"

• UK & Europe 1

UK & Europe

• London 1

• Marketing and Communication 1

• Full time 1

Job no: 532201
Brand: Scott Dunn
Work type: Full time
Location: London
Categories: Marketing and Communication

This is a new, global role created to own our guest retention and repeat booking rates. As a member of the Global Marketing Team this role will have full accountability for repeat enquiry generation. To be successful in this role you must develop a deep understanding of the Scott Dunn guest and business to identify where there are opportunities to continuously improve the guest experience that we offer.

Operating at the intersection of data, tech and brand to ensure every guest interaction is personalised, timely and on-brand. This role is both strategic and hands‑on and will suit someone who is commercially minded and takes pride in developing solutions and the quality of execution.

Working across the full Scott Dunn portfolio; our main brand, the ultra‑high‑net‑worth Scott Dunn Private proposition and the UK family‑focused Scott Dunn Explorers offering, understanding where guest needs differ and how we need to address this within our customer interactions. This role is both strategic and hands‑on: you will set the retention strategy and then work across Guest Loyalty, Marketing, Sales and Guest Relations to coordinate its implementation, holding each team to account for their part in the guest experience.

You will also have dotted‑line oversight of the Scott Dunn Private CRM & Marketing Executive to ensure retention activity for our UHNW guests is joined up with the wider strategy.

• Map the end‑to‑end guest journey after first booking; pre‑departure, during travel and post‑return, across Scott Dunn, Scott Dunn Private and Scott Dunn Explorers, identifying every touchpoint where we as a brand interact with our guests, in each of our markets.
• Work cross‑functionally to understand the current approach to audience segmentation, technical capabilities and the designated journeys which exist today.
• Analyse the current approach to guest retention and reactivation and the guest data we have to fully understand where we are.
• Diagnose where and how guest/brand interaction quality falls short and build a prioritised roadmap of improvements, grounded in guest feedback, booking data and NPS.
• Own the strategy for improving guest retention and repeat booking rates, defining the KPIs (repeat rate, guest lifetime value, satisfaction by journey stage) and reporting to track progress.
• Design an appropriate guest segmentation strategy which leads to differentiated interaction experiences for guest segments to deliver the highest yield.
• Analyse our data to identify booking patterns and develop a distinct reactivation approach for dormant guests.
• Stay abreast of competitive and industry CRM benchmarks to identify gaps and opportunities.
• Have a future‑first mindset, planning for technology advances and collaborating with the Head of Engineering to identify opportunities for streamlining, automating and enhancements.
• Own the guest gifting process, determining the when, how and where we send gifts to guests per your strategy.
• Work with the regional marketing managers and brand team to determine the most suitable gifts
• Own gift sourcing, managing the budget and organising their distribution to guests working with the operations teams.

• Be the champion of the guest journey within the business, ensuring that the needs of our previous guests are always factored into new decision making and educating cross‑functionally on what those needs are
• Partner with the US, UK…