Digital Performance & CRM Manager - Firmdale Hotels

Reporting to the Head of Marketing and working alongside the Marketing Manager, you will play a key role in driving marketing performance across Firmdale Hotels' eleven properties in London and New York. Using data-driven insights, you will help grow customer acquisition and engagement across our hotels and restaurants through targeted digital marketing campaigns.

You will thrive on working with large datasets, uncovering the stories behind the numbers and transforming them into actionable insights that drive performance.

You will collaborate with teams across the business, from General Managers to Revenue and IT, connecting data points and developing a strong understanding of both our brand and our guests.

RESPONSIBILITIES

CRM & Email Marketing

• Own the data integrity and performance of the Firmdale Hotels CRM database, implementing best practices for governance, auditing and data cleansing in partnership with the Marketing Manager.
• Drive sustainable database growth across key customer touchpoints, identifying opportunities to enhance guest understanding while maintaining brand integrity and privacy standards.
• Analyse audience and booking data to identify seasonal trends, customer behaviours and revenue opportunities, creating targeted B2B and B2C audience segments.
• Partner with operational teams to optimise our integrations with wider group booking platforms (SevenRooms, OpenTable, Opera etc.) and leverage customer insights to increase opt-ins, engagement and retention.
• Oversee third‑party CRM integrations, ensuring data flows seamlessly and systems operate effectively.
• Work closely with the Data Protection Officer (DPO) to ensure GDPR compliance and continuously improve data capture, management and retention processes.

Paid Digital Marketing

• Develop customer acquisition and retention strategies with individual performance metrics, analysis and campaign optimisation.
• Support our external agencies with the planning, management and optimisation of paid media campaigns, including PPC, Google Hotel Ads, social media (Meta) and emerging AI-driven advertising platforms.
• Monitor campaign performance, provide actionable insights and collaborate with agency partners to maximise return on investment.
• Deliver analysis and reporting on all paid media activity, identifying opportunities to improve targeting, engagement and conversion.

SEO, GEO & AI

• Collaborate with our SEO agency and wider marketing team to improve organic visibility, onsite SEO performance and Generative Engine Optimisation (GEO).
• Lead evaluation of emerging AI technologies, recommending and implementing initiatives that enhance brand visibility across AI search platforms and improve marketing intelligence capabilities.