Digital & CRM Manager

Reporting to the Head of Marketing and working alongside the Marketing Manager, you will play a key role in driving marketing performance across Firmdale Hotels eleven properties in London and New York. Using data-driven insights, you will help grow customer acquisition and engagement across our hotels and restaurants through targeted digital marketing campaigns.. . You will thrive on working with large datasets, uncovering the stories behind the numbers and transforming them into actionable insights that drive performance..

. You will collaborate with teams across the business, from General Managers to Revenue and IT, connecting data points and developing a strong understanding of both our brand and our guests..

CRM & Email Marketing

• Own the data integrity and performance of the Firmdale Hotels CRM database, implementing best practices for governance, auditing and data cleansing in partnership with the Marketing Manager.
• Drive sustainable database growth across key customer touchpoints, identifying opportunities to enhance guest understanding while maintaining brand integrity and privacy standards.
• Analyse audience and booking data to identify seasonal trends, customer behaviours and revenue opportunities, creating targeted B2B and B2C audience segments.
• Partner with operational teams to optimise our integrations with wider group booking platforms (Seven Rooms, Open Table, Opera etc.) and leverage customer insights to increase opt-ins, engagement and retention.
• Oversee third-party CRM integrations, ensuring data flows seamlessly and systems operate effectively.
• Work closely with the Data Protection Officer (DPO) to ensure GDPR compliance and continuously improve data capture, management and retention processes.

Paid Digital Marketing

• Develop customer acquisition and retention strategies with individual performance metrics, analysis and campaign optimisation.
• Support our external agencies with the planning, management and optimisation of paid media campaigns, including PPC, Google Hotel Ads, social media (Meta) and emerging AI-driven advertising platforms.
• Monitor campaign performance, provide actionable insights and collaborate with agency partners to maximise return on investment.
• Deliver analysis and reporting on all paid media activity, identifying opportunities to improve targeting, engagement and conversion.

SEO, GEO & AI

• Collaborate with our SEO agency and wider marketing team to improve organic visibility, onsite SEO performance and Generative Engine Optimisation (GEO).
• Lead evaluation of emerging AI technologies, recommending and implementing initiatives that enhance brand visibility across AI search platforms and improve marketing intelligence capabilities.

Website & Digital Experience

• Work with the Marketing Manager to support the ongoing optimisation of website structure, user experience and conversion performance.
• Work with agency partners to refine analytics implementation and measurement frameworks.
• Develop and maintain tracking standards, including UTM governance and campaign attribution.
• Oversee website-related system updates and ensure digital platforms remain fit for purpose.

Strategy, Insights & Reporting

• Spearhead digital transformation initiatives seeking out new opportunities to develop and improve the digital marketing function.
• Monitor and report on digital performance across the brand and individual hotels, analysing traffic, engagement, database growth, leads and conversions.
• Develop and maintain a robust tracking strategy for all marketing campaigns and activations to ensure that we can measure performance across multiple channels (email, social, search, PR and website).
• Work closely with the revenue team to develop data-driven tactical strategies to increase bookings across the hotels at key times of the year and at key parts of the sales funnel.
• Manage reporting dashboards and visualisation tools (GA4, Tap Clicks and other platforms), ensuring stakeholders have access to clear, actionable insights.
• Oversee Google Tag Manager and ensure accurate tracking across all digital touchpoints.
• Identify growth opportunities across rooms, restaurants, bars and wider hotel experiences through customer and performance analysis.
• Communicate insight-led recommendations, successes and key learnings to stakeholders, helping shape future marketing strategy.

• 9am to 6pm Monday to Friday, based at our Head Office in Soho..
• Comfortable working on-site across multiple hotel locations and maintaining a…