Personalisation and Lifecycle Manager
Role details
Job location
Tech stack
Job description
We are looking to recruit a Personalisation and Lifecycle Manager who will be responsible for owning the design, build and optimisation of lifecycle journeys and personalisation within CRM.
Working within Bloomreach, this role will create and manage automated journeys across the guest lifecycle, ensuring we move from campaign-led activity to a more connected, always-on approach that drives engagement, retention and revenue.
This is a hands-on role, combining strong lifecycle thinking with practical delivery. You will work closely with the CRM Exec (campaign planning and delivery) and CRM & Loyalty Analyst (insight and measurement) to turn business priorities into effective, data-driven CRM activity., Lifecycle Framework & Journey Design
- Define key lifecycle journeys across acquisition, onboarding, pre-stay, in-stay, post-stay and retention
- Design and build automated lifecycle journeys within Bloomreach, including triggers, sequencing and dependencies
- Build and manage automated scenarios, ensuring journeys are scalable and effective
- Translate business priorities into clear lifecycle activity and deliverable plans
Targeting & Decisioning
- Define and manage decisioning rules that determine who receives what communication, when and why
- Apply segmentation and audience logic in partnership with the CRM & Loyalty Analyst
- Ensure targeting reflects guest behaviour, lifecycle stage and value
Bloomreach Platform (Hands-on Ownership)
- Act as the lead user of Bloomreach for lifecycle and personalisation
- Configure journeys, triggers and automation within the platform
- Work with internal teams and external partners where needed to support more complex builds
Personalisation
- Apply personalisation across CRM journeys to improve relevance and guest experience
- Identify opportunities to better tailor content and timing based on guest behaviour
- Work with CRM, Loyalty and Digital Experience teams to ensure consistent delivery
Test & Learn
- Identify opportunities to test and improve lifecycle journeys
- Define hypotheses and support structured testing activity
- Partner with the CRM & Loyalty Analyst to measure results and apply learnings
Performance Optimisation
- Own lifecycle journeys end-to-end, from build through to live optimisation
- Monitor performance and identify opportunities to improve conversion, engagement and retention
- Continuously refine journeys, targeting and sequencing based on insight
Commercial Impact
- Drive incremental revenue through improved lifecycle performance
- Focus on high-value guest segments and opportunities
- Contribute to improvements in conversion, repeat rate and lifetime value
Collaboration
- Work closely with CRM, Loyalty, Digital Experience, Product and Data teams to deliver joined-up activity
- Support integration of lifecycle journeys into the wider guest experience
Requirements
- Strong understanding of lifecycle marketing and personalisation
- Good working knowledge of CRM/CDP platforms (ideally Bloomreach)
- Understanding of key CRM performance metrics (conversion, retention, LTV)
- Awareness of how CRM connects to wider marketing and digital activity
- Design, build and manage automated CRM journeys and scenarios
- Translate business priorities and insight into clear CRM activity
- Confident user of CRM/CDP platforms for hands-on delivery
- Strong prioritisation and problem-solving skills
- Relevant experience in CRM, lifecycle marketing or personalisation roles
- Hands-on experience with CRM or CDP platforms (ideally Bloomreach)
- Experience working with marketing, digital and data teams
- Experience improving CRM performance (e.g. conversion, engagement, retention)
- Leads through delivery, setting clear direction for lifecycle activity and ways of working
- Aligned to Warner values: guest hearted, limitless thinking, owning our impact, winning as one
Ready to discover your glow? Be part of something more than a hotel - where your personality shines and your ideas matter.
