Interim - CRM and Loyalty Manager

Hand Picked Hotels

We are looking for an experienced CRM and Loyalty Manager to join Hand Picked Hotels on a 1 year Interim contract. This is a high-impact opportunity to take ownership of our CRM programme, strengthen the quality and automation of our customer communications, and improve commercial performance across our collection of individual hotels.

Based at our corporate office in London Bridge, with occasional travel to our hotels, you will combine strategic thinking with hands‑on delivery. You will help us create communications that inspire guests, bring our hotels and experiences to life, encourage repeat visits and build long‑term value.

Hand Picked Hotels was founded in 2001 by owner and Chairman, Julia Hands MBE, and today remains a family‑owned group with 21 unique luxury country houses and coastal retreats, each hand‑picked for their individuality. Architecturally distinctive and quintessentially British, every hotel enjoys an extraordinary location from Scotland to the Channel Islands, with views spanning countryside, beaches and woodland.

Dedicated to creating unique and enchanting stays, curated personalised service runs through the heart of every hotel. While each property is individual, all share our values of family, individuality, community and care, together with a commitment to aiming higher and delighting guests with memorable experiences.

Hand Picked Hotels is committed to protecting the environment for a sustainable future, and all our hotels have received Green Tourism accreditation in recognition of progress in reducing energy use and waste, supporting biodiversity and sourcing responsibly.

This is a hands‑on role combining strategic ownership with day‑to‑day delivery. You will be responsible for our CRM and email programme from strategy, planning and campaign development through to execution, automation, reporting and optimisation.

We are looking for someone who understands that effective CRM in premium and luxury hospitality must do more than drive an immediate booking. Our communications should be desire, tell the stories of our individual hotels and experiences, strengthen guest relationships and create long‑term value, while delivering commercial performance.

• Own the CRM communications strategy, campaign calendar and delivery plan, aligned to commercial priorities, customer needs and the Hand Picked Hotels brand.
• Plan, brief, create, build and deliver BAU email campaigns, working with internal and external partners as required.
• Own the quality of CRM communications, ensuring copy, imagery, design, proposition and targeting work together to reflect an elevated hospitality experience as well as deliver commercial objectives.
• Develop segmentation and personalisation strategies that use customer insight to improve relevance, engagement, repeat visits and customer lifetime value.
• Develop, build and optimise automated lifecycle journeys, including opportunities such as welcome/database growth, booking abandonment, pre‑arrival, post‑stay/rebooking, lapsed guests, high‑value guests, cross‑property behaviour and member/loyalty journeys.
• Work hands‑on within the CRM platform to create audiences, campaigns, automations and tests, continually improving performance through a test‑and‑learn approach.
• Own CRM reporting and analysis, providing clear visibility of campaign and lifecycle performance, bookings, revenue, conversion, engagement, repeat behaviour, customer value, and turn insight into action.
• Review current CRM activity, customer journeys, database use, customer data and platform capability, and prioritise improvements according to commercial value, customer impact and delivery effort.
• Identify and resolve, or clearly prioritise< data,…