Global CRM Loyalty Director
Global CRM Loyalty Director
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Salary Not Disclosed
1 Vacancy
Job Description
What youll bring to the team
A job with Merlin isnt like a job anywhere else. With attractions around the world from rollercoasters to wax figures we dont trade in suits handshakes or briefcases. We trade in fun. In smiles shrieks and spinetingles. In Memories. In magic. But there are no tricks behind our magic. Instead there are people like you. Passionate dedicated people who are committed to making sure our worldwide attractions and guests experiences are the best they can be.
The Global CRM and Loyalty Director is a key leadership role responsible for overseeing the development and optimisation of Merlin Entertainments global customer relationship management (CRM) and loyalty programs. This role focuses on enhancing guest engagement driving longterm loyalty and increasing lifetime customer value across all Merlins attractions brands and markets. This role requires a strategic digital leader to work closely with marketing digital and data and operations to create seamless personalised experiences that deepen guest relationships and foster brand advocacy.
Main Responsibilities
- CRM Strategy: Develop and implement a global datadriven CRM strategy to strengthen customer relationships increase retention and drive revenue across Merlin attractions.
- Lifecycle Management: Oversee the entire guest lifecycle ensuring seamless experiences across all touchpoints (Email Paid Media SMS).
- Campaign Management: Lead CRM campaigns (e.g. promotions VIP offers) optimize through A/B testing and data insights to drive engagement and revenue.
- Segmentation & Personalisation: Use customer data to create segmented personalized campaigns that enhance guest experiences and boost loyalty.
- Loyalty Management: Lead and improve Merlins loyalty programs including Merlin Annual Pass to increase repeat visits and customer lifetime value (CLV).
- Performance Measurement: Establish performance frameworks track KPIs (e.g. CLV retention) and provide datadriven recommendations to leadership.
- Brand Management: Ensure consistent brand messaging across CRM touchpoints adapting campaigns to local insights.
- Cross Collaboration: Partner with teams across Merlin (Digital Data) to optimize CRM tools and systems for better performance.
- Innovation: Lead CRM innovation staying updated on trends and technologies (e.g. AI automation) to maintain competitiveness.
- Leadership: Develop and lead a highperforming creative team fostering professional growth and contributing to the senior leadership team.
#LISB2
Qualifications & Experience
- At least 10 years of experience in CRM and loyalty programs with a minimum of 5 years in a leadership position.
- Proven experience in managing global CRM strategies for consumerfocused brands ideally within the entertainment leisure or hospitality sectors.
- Strong experience in data analysis segmentation customer lifecycle management and driving actionable insights. Handson experience with CRM software (e.g. Salesforce or similar systems).
Benefits
Were growing fast and alongside a fun and friendly environment we offer a fabulous package and amazing prospects ideal if youre already fantastic and want to become even better (our magic can help here). Benefits include Pension Life Assurance discretionary company bonus 25 days holiday and of course a Merlin Magic Pass which gives you and your friends and family free admission to all of our attractions worldwide as well as 25 discount in our retail shops and restaurants and 40 discount on LEGO.
If you have any questions or if you require any assistance because of a disability or medical condition please contact us by email at and one of the team will get back to you as soon as possible.
Pay Range
Required Experience:
Exec
Employment Type
Full-Time
