Global CRM & Retention Manager in London

Scott Dunn is an award-winning luxury tour operator creating tailor-made vacations to destinations all over the world.

With offices in the UK, US and Singapore, we pride ourselves on providing outstanding service to all our guests from the moment they begin their research online, right the way through to post-vacation evaluations.

Role Purpose

This is a new, global role created to own our guest retention and repeat booking rates.

As a member of the Global Marketing Team this role will have full accountability for repeat enquiry generation.

To be successful in this role you must develop a deep understanding of the Scott Dunn guest and business to identify where there are opportunities to continuously improve the guest experience that we offer.

Operating at the intersection of data, tech and brand to ensure every guest interaction is personalised, timely and on‑brand.

This role is both strategic and hands‑on and will suit someone who is commercially minded and takes pride in developing solutions and the quality of execution.

Working across the full Scott Dunn portfolio; our main brand, the ultra-high-net-worth Scott Dunn Private proposition and the UK family-focused Scott Dunn Explorers offering, understanding where guest needs differ and how we need to address this within our customer interactions.

This role is both strategic and hands‑on: you will set the retention strategy and then work across Guest Loyalty, Marketing, Sales and Guest Relations to coordinate its implementation, holding each team to account for their part in the guest experience.

You will also have dotted‑line oversight of the Scott Dunn Private CRM & Marketing Executive to ensure retention activity for our UHNW guests is joined up with the wider strategy.

Responsibilities

• Map the end-to-end guest journey after first booking; pre‑departure, during travel and post‑return, across Scott Dunn, Scott Dunn Private and Scott Dunn Explorers, identifying every touchpoint where we as a brand interact with our guests, in each of our markets.
• Work cross‑functionally to understand the current approach to audience segmentation, technical capabilities and the designated journeys which exist today.
• Analyse the current approach to guest retention and reactivation and the guest data we have to fully understand where we are.
• Diagnose where and how guest/brand interaction quality falls short and build a prioritised roadmap of improvements, grounded in guest feedback, booking data and NPS.
• Own the strategy for improving guest retention and repeat booking rates, defining the KPIs (repeat rate, guest lifetime value, satisfaction by journey stage) and reporting to track progress.
• Design an appropriate guest segmentation strategy which leads to differentiated interaction experiences for guest segments to deliver the highest yield.
• Analyse our data to identify booking patterns and develop a distinct reactivation approach for dormant guests.
• Stay abreast of competitive and industry CRM benchmarks to identify gaps and opportunities.
• Have a future‑first mindset, planning for technology advances and collaborating with the Head of Engineering to identify opportunities for streamlining, automating and enhancements.
• Own the guest gifting process, determining the when, how and where we send gifts to guests per your strategy.
• Work with the regional marketing managers and brand team to determine the most suitable gifts.
• Own gift sourcing, managing the budget and organising their distribution to guests working with the operations teams.
• Stakeholder Coordination & Delivery
• Be the champion of the guest journey within the business, ensuring that the needs of our previous guests are always factored into new decision making and educating cross‑functionally on what those needs are.
• Partner with the US, UK and Asia Senior Marketing Managers to ensure the retention strategy reflects market‑specific guest behaviour and is embedded into local marketing planning.
• Work with our Business Analyst team to thoroughly understand our guest data, calculate KPIs and set up reports for this.
• Coordinate implementation of the retention strategy across the various functions within the Marketing team, the Guest Loyalty teams, Sales and Customer Service holding each team to account for their part in the post‑booking guest experience.
• Equip guest‑facing teams; Travel Specialists, Guest Loyalty and Guest Relations with the skills and guidance to deliver a consistently strong retention experience, in partnership with the relevant team leads.
• Provide dotted‑line direction to the Scott Dunn Private CRM & Marketing Executive, ensuring UHNW guest retention activity is joined up with the global strategy.
• Shape the design of guest loyalty programme mechanics and rewards, partnering with Guest Loyalty on delivery and iterating based on results.
• Translate strategy into a clear brief for the Marketing channel teams (email, content, digital) and Guest Loyalty teams who own execution and track that delivery lands as intended.
• Data, Insight, & Governance
• Be the overarching owner of guest data within the business, ensuring access to and use of the data is entirely appropriate and necessary.
• Working within our bespoke CRM system collaborate with the tech and data teams to extract rich guest data into a usable format to inform personalisation opportunities.
• Distribute contact lists as needed, segmenting so that only necessary data is shared, for email, digital personalisation, direct mail sends, reach‑out activations and so on.
• Use booking, engagement and NPS data to proactively identify guests at risk of not rebooking and direct the relevant teams to intervene before they lapse.
• Work with technology teams to develop tech‑first solutions that streamline this process.
• Champion the development of a single, unified view of the guest across Scott Dunn's brands and markets, working with data and technology teams to ensure guest data can be reliably segmented and personalised against.
• Ensure guest interactions with Travel Specialists, concierge and the contact centre are captured back into the guest data view, not just booking‑system data.
• Establish an ongoing feedback loop — voice‑of‑guest research, NPS, journey experiments — to continuously test and refine the post‑booking experience rather than treating it as a one‑off fix.
• Build the business case for retention investment and present findings, roadmap and progress to senior leadership.
• Ensure guest data is used for retention activity in a way that is fully compliant with data protection regulations across the UK, US, Singapore and Hong Kong.

Qualifications

• 2+ years’ proven experience in a strategic CRM, guest experience, retention or loyalty role, ideally within a luxury brand.
• 5+ years’ experience in consumer marketing, preferably in a luxury environment.
• A genuine understanding of the luxury and high‑net‑worth consumer — what drives their loyalty and what erodes it.
• Strong stakeholder management skills, with the ability to influence senior peers and cross‑functional teams without formal authority over most of them.
• Strong hands‑on capability with CRM platforms: comfortable working within bespoke or technically complex systems.
• Demonstrated expertise in segmentation strategy, lifecycle marketing and data‑led personalisation.
• Demonstrated expertise in using analytical tools such as GA4 and Power BI alongside CRM platforms.
• Experience managing or dotted‑line directing a team member, ideally within CRM or marketing.
• Experience owning or contributing to a marketing budget, with sound commercial judgement on prioritising investment.
• Excellent presentation and communication skills, comfortable presenting strategy and business cases to senior leadership.
• Strong analytical skills, able to translate guest data (NPS, surveys, booking behaviour) into a clear narrative and action plan and present findings with clarity.
• Experience mapping or redesigning customer/guest journeys, ideally across multiple brands or segments.
• Comfortable partnering with data and technology teams to define the guest data foundation needed for segmentation and personalisation, even without owning technical delivery.
• Working knowledge of data protection principles across international markets (e. g.

UK GDPR and equivalent regimes in the US, Singapore and Hong Kong) as they apply to guest data and marketing communications.

• Comfortable operating in a global, matrixed organisation spanning UK, US and Asia.
• Self‑directed and comfortable building a new function from first principles.
• Passion for travel and a natural affinity with what makes a luxury guest experience feel considered and personal, never generic.
• Location

We aim to find someone who would be office based in our London, Hammersmith office.

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