This range is provided by Riviera Travel. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.

Base pay range

Direct message the job poster from Riviera Travel

Benefits

• Hybrid working – minimum 2 days/week in our Burton-on-Trent Head Office
• Personal learning budget through Learnerbly
• Employee Assistance Programme
• Discount for you and friends and family on our award-winning holidays
• Salary Sacrifice Pension Scheme

Why Riviera Travel?

With almost 40 years of experience as the UK’s leading escorted tour operator, we offer remarkable value and unforgettable experiences. We’re proud to have won multiple awards for the quality of our holidays and customer service, and we’ve held the prestigious ‘Recommended Provider’ accreditation from Which? for 11 years. We’re rated ‘Excellent’ on Trustpilot, and 96% of our guests say they would travel with us again.

About the Department

Our Marketing team is at the heart of customer engagement, brand storytelling, and commercial performance. We work collaboratively across the business to deliver campaigns that inspire, inform, and convert – always with the customer in mind.

What you'll be doing

As Senior CRM Manager, you’ll lead CRM strategy and execution across the UK & Ireland consumer markets. Managing a team of five, you’ll drive customer engagement through Email and Direct Mail, delivering both short- and long-term business goals.

You’ll oversee personalisation, automation, and loyalty initiatives, manage CRM platforms and suppliers, and collaborate across departments to enhance customer journeys and lifetime value. You’ll own the CRM budget and performance reporting, ensuring all activity is data-driven, brand-aligned, and commercially impactful.

Key Responsibilities

• Lead CRM strategy and execution across email and direct mail channels
• Scope and deliver Adestra integration to enhance personalisation and automation
• Drive database growth and improve CRM content strategy to reduce opt-outs
• Own CRM platform relationships and offline supplier agreements
• Introduce a preference centre to improve customer experience
• Evaluate and refresh marketing plans quarterly, including automated journeys
• Improve enquirer conversion through optimised journeys and outbound calling
• Launch and manage global enquirer journeys and database health initiatives
• Develop post-booking and post-travel journeys to increase rebooking and LTV
• Use customer insights to personalise communications and improve repeat rates
• Implement strategies to re-engage lapsed customers and drive additional bookings
• Review and enhance the surprise and delight programme
• Oversee customer engagement events with clear KPIs and ROI forecasts
• Establish robust A/B testing and performance reporting with the Insights Team
• Act as marketing owner for GDPR and contact permissions
• Recruit, coach and develop a high-performing CRM team
• Promote a collaborative and engaging working environment

About You

We’re looking for a CRM leader with:

• Proven experience in delivering and evaluating CRM programmes
• Strong understanding of customer and data-driven marketing
• Commercial acumen and creative CRM expertise
• Excellent communication and stakeholder management skills
• Analytical mindset and attention to detail
• Inspirational leadership and team development experience
• Proactive problem-solving and a passion for customer engagement
• Experience with Adestra (or willingness to learn)
• Understanding of GDPR and marcoms compliance
• A keen interest in travel and experience managing suppliers

Seniority level

• Mid-Senior level

Employment type

• Full-time

Industries

• Travel Arrangements