Job Description

Job Title: CRM Specialist

Department: Brand & Strategy

About the Role

The CRM Specialist is responsible for driving customer lifecycle value through strategic optimisation of the CRM platform, ensuring data integrity, and executing highly personalised communication strategies.

This role plays a critical part in growing repeat and referral business while translating the company’s commitment to responsible tourism and African impact into meaningful, engaging client journeys that cultivate long-term loyalty and advocacy.

Key Responsibilities

1. CRM Platform Optimisation & Data Integrity

• Develop and secure sign-off on an annual CRM strategy aligned to key business objectives, with a strong focus on repeat and referral growth
• Ensure all CRM automation workflows operate reliably and efficiently, particularly subscription and unsubscription processes
• Maintain comprehensive CRM documentation and training materials to support best practice usage
• Ensure all CRM processes and data collection align with internal governance standards
• Continuously identify opportunities to streamline system performance and reduce manual campaign execution

2. Repeats & Referrals Strategy Execution

• Execute the repeat and referral strategy in a timely and contextually relevant manner
• Continuously improve segmentation accuracy and personalisation of communication for repeat and referral audiences
• Integrate responsible tourism messaging into all repeat and referral communication
• Oversee integration and ongoing optimisation of the referral programme within client-facing workflows
• Monitor and improve client feedback regarding the relevance and value of communications

3. Newsletter & Personalised Communication Effectiveness

• Improve newsletter performance metrics (open rates, click-through rates) through structured A/B testing and content optimisation
• Ensure all outbound communication strictly adheres to brand tone and style guidelines
• Develop reporting frameworks that track the downstream impact of campaigns on loyalty and lifecycle progression
• Integrate responsible tourism messaging into newsletter features and campaign storytelling
• Maintain a seamless and engaging customer experience across all automated and scheduled touchpoints

4. Cross-Functional Collaboration & Strategic Alignment

• Support commercial and marketing campaign requirements with a high level of stakeholder satisfaction
• Identify workflow automation opportunities that enhance efficiency and improve the customer journey
• Train and onboard internal users on CRM features and best practices
• Collaborate closely with Brand, Content, Sales and Technology teams to ensure consistent and impactful messaging deployment
• Provide accurate forecasting and campaign performance data to support wider business planning cycles

Requirements

• Proven experience in CRM management, lifecycle marketing, or marketing automation
• Strong understanding of customer segmentation, personalisation strategies, and referral programme execution
• Experience developing CRM strategies aligned to commercial objectives
• Strong analytical ability with experience tracking and reporting on campaign performance metrics
• Experience working within a brand-led, customer-centric organisation (luxury travel advantageous)

Skills & Competencies

• Strategic thinking with strong commercial awareness
• Excellent project management and organisational skills
• High attention to detail and data accuracy
• Strong stakeholder management and cross-functional collaboration ability
• Analytical mindset with the ability to interpret performance data and optimise accordingly
• Strong written communication skills aligned to brand tone

Behavioural Attributes (Credo Alignment)

• Collaboration and visibility across teams
• Accountability and ownership of outcomes
• Innovative and solutions-oriented mindset
• Strong alignment with company values and responsible tourism principles