CRM Audience Specialist

What you'll bring to the team

We are looking for a motivated and detail-oriented CRM Audience Specialist US to identify relevant and well-targeted first-party data segments for Merlin Entertainments. This role will be collaborating closely with the regional CRM team, Performance Marketing team, Direct Sales/Ecommerce team and relevant digital agencies to build and deliver first-party data segments to increase paid media return, drive lower CPAs, build customer engagement, retention and conversion.

Key Responsibilities:

• Partner with CRM managers to ensure accurate, timely and effective delivery of all audience segments across campaigns.
• Validate audience counts, monitor segmentation accuracy, and troubleshoot mismatches across Salesforce and ticketing dashboards.
• Build and manage customer audiences in Salesforce Marketing Cloud using DEselect, SQL queries and advanced custom filters.
• Maintain clear documentation, enforce naming conventions and develop reusable audience templates to ensure consistency and efficiency.
• Lead process improvements and implement best practices in audience management to drive scale and performance
• Own specialized segments, annual pass holders, general admission, dormant users, hand raisers and provides strategic insights to guide campaign strategy
• Support ad hoc audience and data requests and deliver actionable insights
• Build and deliver IPD reports, leveraging data to inform paid media and optimized targeting strategies.

Qualifications and

Experience:

• 2–4 years of experience in database and segment management.
• Proficient with CRM platforms (e.g., Salesforce, Hub Spot, or similar) and a strong understanding of customer data and performance tracking.
• Strong analytical skills with the ability to interpret data and translate it into actionable insights.
• Detail-oriented, highly organized, and possesses excellent communication skills.
• A deep understanding of customer behavior and lifecycle marketing, paired with a passion for improving customer experience and engagement.
• Experience working within the leisure, travel, or entertainment sectors is highly desirable.

• Excellent Health Care Options:
  Comprehensive medical, dental, and vision coverage. Paid Time Off (PTO).
• Merlin Magic Pass:
  Free entry for friends and family to our amazing parks & attractions.
• Recognition Programs and Rewards.
• 401(k) Program:
  Save for the future with company matching contributions.
• Tuition Reimbursement Programs:
  Get support for further education and career growth.
• Numerous Learning and Advancement Opportunities:
  Grow your skills and advance your career with us!

Competitive