Senior Director of CRM

Graduate Hotels®, is seeking a Senior Director of CRM to join Graduate Hotels and its wonderful team of hospitality enthusiasts.  

Graduate Hotels creates authentic, playful spaces that connect a community’s travelers, students, and locals. Through thoughtfully curated design, creative F&B and community-focused events, we create hotels worthy of their hometown.

We are a diverse team of experience makers and storytellers. As a Graduate Hotels team member, you are the local insider shaping guest experiences. Our goal is to make every guest feel like a local even if it's their first time in town. To help you deliver on that goal, we encourage our team members to embody the same mindset as our guests through Graduate experiences and encouraged community exploration. 

Position Purpose

The Senior Director of CRM will collaborate on all initiatives and technology capabilities that optimize guest loyalty and retention across both Graduate Hotels and Marine & Lawn Hotels and Resorts.  This position will support the development of cross channel connected customer journeys and leverage data to advise on marketing programs that influence consumer behavior at key points in the guest journey and positively impact success KPI’S. The Senior Director of CRM will be integral with interfacing and collaborating across the brand, revenue generation, marketing, and operations teams to accomplish our CRM goals and objectives.

Responsibilities Include

• Liaison with other leaders to own CRM technology vendor communication and relationship to ensure accountability and functionality optimization.
• Determine the most effective organizational structure for CRM across both Graduate and Marine & Lawn and lead all hiring functions.
• Continually evaluate CRM tools on the market. Make recommendations on the evolution of our marketing tech stack that maximize our efficiency and effectiveness of our retention marketing.
• Stay informed on market trends and retention best practices, including personalization, CRM flows, email deliverability, and innovative creative approaches.
• Drive the strategy behind analyzing guest profile data to determine opportunities and strategies to increase guest loyalty.
• Help Graduate Hotels and Marine and Lawn begin to answer the question of who our guest is.
• Lead the process of gathering and defining business analytics requirements across all disciplines, and setting clear KPIs to keep everyone accountable.
• Oversee the collection and categorization of all email and profile data from various sources.
• Work with other key system/platform owners to ensure proper flow of data and communication.
• Create loyalty by identifying guest preferences, engagement, booking patterns, and overall company interactions and support marketing in delivering them a tailored communication and promotional experience based on these criteria.
• By utilizing the CRM platform, lead profile synthesis and ensure clean tracking of all guest’s hotel stay data.
• Identify top guests within the CRM and work and with liaison marketing and operations to create differentiated communication, offers, access, and other value to build greater loyalty.
• Provide data, segmentation, and customer profile insights to the marketing and revenue generation teams to support their development of email communication strategies.
• Develop and implement a guest segmentation strategy to drive engagement and revenue.
• Oversee post email campaign reporting and analytics.
• Create clear A/B testing roadmap and reporting approach, inclusive of multivariate testing of subject lines, message content, images, offers, landing pages, frequency, and segmentation, provide marketing with key findings so they can continue to build a strong strategy.
• Oversee post email campaign reporting and analytics.
• Create a process to track, report, and analyze campaign performance to build action plans for improvement.
• In collaboration with Revenue Generation Team and utilization of our BI tool, lead the strategy of reporting dashboards for KPI for stakeholders across all functions and disciplines.
• Identify, recommend, and implement process improvements to enable automation and efficiency, segmentation enhancement, and campaign opportunities.
• Act as privacy compliance manager including managing privacy requests from customers and documenting actions taken.
• Work with CRM vendor to ensure a high level of data security and integrity.
• Work with hotels and brand teams on utilizing the system and developing best practices

Education And Experience

• Minimum of bachelor’s degree in Hotel Administration, Business, or Marketing
• Minimum of 4 years in CRM, Analytics, or Related Experience

Knowledge, Skills, And Abilities

• Excellent project management skills with an ability to set and achieve goals, meet deadlines, and multitask in a fast-paced environment.
• Strong analytical skills.
• Ability to communicate effectively verbally and in writing.
• Ability to instill confidence, share a vision, and accomplish cross disciplinary goals and objectives.
• Strong interpersonal skills 

About Graduate Hotels®

Graduate Hotels is a hand-crafted collection of hotels that reside in dynamic university-anchored towns across the country.  Each hotel pays homage to the heritage of its unique town through cultural nods to the local community.  Launched in 2014, there are currently 28 hotels across the U.S. and an additional seven hotels set to open by the end of 2021. Graduate Hotels is owned by Adventurous Journeys (AJ) Capital Partners, a vertically integrated real estate developer, owner and operator. For more information on Graduate Hotels, please visit www.graduatehotels.com

• Graduate Hotels Management is an Equal Opportunity Employer.

Source: Hospitality Online