CRM Manager

The UK’s leading provider of adult short break experiences, Warner Hotels is a collection of unique properties in great locations across the UK. All short breaks at a Warner Hotel include breakfast, dinner and specified entertainment and activities, ensuring guests make the most of their time away. Situated in stunning locations nationwide including Heythrop Park in the Cotswolds, Studley Castle in Warwickshire, Thoresby Hall in Nottinghamshire and The Runnymede on Thames, each hotel offers its own personal character that makes every Warner Hotels stay unique.

We are looking to recruit a CRM Manager who will be responsible for the strategic planning, execution and performance of our CRM programme; driving revenue, guest engagement, retention and lifetime value through best in class personalised, insight-led communications.  

This new role is pivotal in optimising our investment in Bloomreach as a CDXP, ensuring that CRM becomes a strategic lever for commercial growth and guest experience.

Key Responsibilities:

Own & Manage the CRM Plan

-         Lead the development and delivery of the annual CRM plan, shaping segmented, personalised and insight-led campaigns and journeys aligned to key business objectives.

-         Take a multi-channel approach (email, direct mail, SMS, WhatsApp), ensuring consistency of message and guest experience across all touchpoints.

-         Embed CRM best practice into planning and creative, ensuring communications are always relevant, engaging, and on-brand.

-         Define the framework for CRM toolkits and Bloomreach templates (day-to-day build owned by the CRM Executive).

Test & Learn

-         Set the test-and-learn agenda for CRM, identifying hypotheses, priorities and commercial outcomes.

-         Partner with the CRM & Loyalty Analyst on campaign performance, segmentation, and lifecycle optimisation — turning data into actionable insights.

-         Monitor competitor activity and industry benchmarks to inform innovation and keep plans competitive.

Leveraging Bloomreach

-         Act as business owner for Bloomreach CRM, ensuring the platform is fully utilised and future functionality is explored.

-         Provide direction on automation, personalisation and guest journeys, with the Analyst and CRM Exec responsible for execution.

Measurement & Reporting

-         Define CRM KPIs linked to business outcomes (retention, frequency, revenue uplift).

-         Translate performance into clear insights and recommendations for the wider business.

-         Ensure a clear feedback loop from campaign results into future planning.

Customer Journey & Collaboration

-         Champion CRM’s role within the end-to-end guest journey, ensuring CRM activity is integrated with loyalty and broader marketing plans.

-         Collaborate cross-functionally to deliver best-in-class campaigns and guest experiences.

-         Deputise for the head of function when required.

Governance & Suppliers

-         Manage and mentor the CRM Executive, and work closely with the CRM & Loyalty Analyst, developing a joined-up, insight-driven team

-         Manage relationships with CRM suppliers to maximise value, ensuring effective governance, and optimising capabilities.

-         Safeguard compliance with all relevant regulations and data privacy requirements.

-         Stay ahead of CRM trends, channels, and technologies, bringing forward innovation opportunities for testing.

Knowledge, Skills & Experience:

·      Proven experience in best practice CRM management

·       Hands-on expertise with Bloomreach, including segmentation, journey design, template creation, and reporting — able to maximise platform functionality

·       Excellent communication and stakeholder management skills

·       Strong planner with good attention to detail and the ability to manage multiple initiatives simultaneously

·       Comfortable with data and commercially savvy

·       Guest focused with a strong understanding of customer lifecycles and a passion for enhancing and tailoring CRM experiences

·       Proven experience of managing CRM plans in a similar role and relatable industry

·       Experienced in building engaging CRM campaigns and lifecycles within Bloomreach

·       Experienced in data analysis, guest segmentation, and campaign performance tracking