CRM Manager

Role: CRM Manager) Remote UK Based with some travel

Reporting to: Head of Digital & eCommerce

About Aspire Airport Lounges

Part of Swissport, the world’s largest aviation services provider, Aspire Airport Lounges is a globally recognised airport lounge provider, with 69 lounges at 40 airports in 19 countries. Last year we welcomed more than 5.2 million guests, be they travelling for business or pleasure.

We launched our direct sales e-commerce website in 2001 and are now embarking on a journey to revolutionise our digital platforms and marketing. Reporting into the Head of Digital and eCommerce, we are looking for an experienced, passionate, and tenacious CRM Manager to join us on our journey.

Job Summary

Reporting to the Head of Digital & eCommerce, the “CRM Manager” play a pivotal role in the digital transformation for the Aspire Airport Lounge brand. This role requires an experienced CRM professional with strong Salesforce expertise, a data-driven approach, and a customer first mindset.

The ideal candidate will have a strong background in CRM Management and Loyalty alongside a blend of technical skill and strategic vision, ensuring that our CRM efforts support both customer satisfaction and revenue growth.

As a CRM Manager, you will leverage data-driven insights to inform strategy, working closely with cross-functional teams to implement personalised campaigns. They are also responsible for the optimisation of our CRM experience and strategy across each stage of the customer lifecycle including engagement, conversion, and retention.

The post-holder will be confident in working with external digital and marketing agency partners to ensure delivery on agreed objectives and value for money for Aspire Airport Lounges.

Job Responsibilities:CRM Management

Lead CRM integration and segmentation strategies using Salesforce, ensuring optimal performance and user adoption.

Support the Head of Digital and eCommerce in maintaining customer data integrity and building a single customer view.

Collaborate with IT and vendors to troubleshoot, integrate, and enhance Salesforce functionalities.

Establish automated workflows to improve internal processes and ensure data governance compliance.

Create and manage a roadmap for CRM system enhancements to align with business growth objectives.

Marketing Automation/Segmentation

Develop and implement segmentation strategies to personalise customer experiences across email, SMS, and in-app messaging.

Design multi-channel lifecycle campaigns for onboarding, engagement, retention, and re-engagement.

Conduct A/B tests to optimise messaging, content, and personalisation strategies.

Regularly update customer segments based on evolving behaviours and lifecycle stages.

Monitor and optimise email deliverability, integrating third-party tools where needed to enhance automation.

Data Analysis/Reporting

Analyse CRM and Loyalty data to generate actionable insights that inform strategic decisions.

Define and track KPIs for CRM and loyalty campaigns, delivering regular performance reports to stakeholders.

Build dashboards to visualise campaign performance, segmentation metrics, and customer behaviour trends.

Conduct cohort and predictive analyses to understand customer behaviour and mitigate churn risk.

Stay informed on industry trends and best practices, recommending data-driven innovations.

Loyalty

Define and execute loyalty campaigns as part of the CRM strategy, ensuring alignment with business goals.

Design and manage loyalty program communications, from onboarding to reward redemptions, to boost engagement.

Track and analyse loyalty program performance and customer engagement, providing actionable insights for improvement.

Qualifications and Competencies

1. You have worked within the hotel, car hire, airline, travel agency, car parking or large restaurant industries, able to bring the industry-unique ‘lessons learned’ to this new role.
2. Have a minimum of 4+ years CRM experience.
3. Proven experience managing and optimising Salesforce CRM, especially with Marketing Cloud.
4. Proven experience with loyalty programs.
5. Salesforce certification is a bonus.
6. Proven experience of working on direct-to-consumer eCommerce sites.
7. Effective team player who can work collaboratively with wider marketing team to drive digital marketing.
8. Strong analytical skills, leveraging CRM data to drive insights and strategy.
9. Experience with reporting/visualisation tools such as Tableau or Power BI is a must.
10. Has worked with agency partners.
11. Ability to communicate effectively and confidently.
12. Problem solver that has an attention to detail and is proactive.

Further information This role is a remote position with some travel required from time to time. This could involve meetings in the UK or visits to our lounges around the world.