CRM Manager

Milano, Lombardia, Italia | CRM | Full-time

Apply by: Oct. 25, 2020

TUI Musement acts as an open platform for Tours & Activities suppliers and clients. Today TUI Musement offers over 130,000 ‘things to do’ in all major holiday and city destinations worldwide and is heavily investing into expanding its offering by connecting new suppliers. The inventory is distributed to all 21 million TUI customers, through B2B partnerships – such as the recently announced strategic partnership with – and B2C through the Musement and TUI websites. The service was created to help travellers discover and book things to do – from museum visits to city tours, food and wine tastings, sports events and wellness activities – wherever they go, with the goal of enriching their travel experience. Previously known as TUI Destination Experiences, which included the independently operated Musement business, the new TUI Musement will create value for its suppliers and customers by rolling out a unique digital platform+ model, which combines a scalable digital platform for sourcing, producing and distributing Tours & Activities, with curated service delivery in more than 50 countries worldwide.

In 2020 we have been awarded with the Great Place To Work Italia Certification.

Your Mission @Musement

 We are looking for a CRM Manager. We would like to hear from savvy, digital-minded “people persons” who have the knowledge and skillset to engage current and potential customers on our channels, are “guerilla marketing” minded, and aim to solve problems pragmatically, not by throwing money at them. Reporting to the Head of CRM, the CRM Manager will join the TUI Musement marketing team. He/She will work side-by-side with the Product Team, the B.I. team and he/she will be involved in the CRM strategy definition of our website.

What you will do with us

  • Identify the target audience and grow our email list
  • Design and implement direct email marketing campaigns
  • Ensure prompt and accurate communication with clients via email to minimize unsubscribed
  • Create email databases for lead generation
  • Analyze campaign performance and suggest improvements
  • Report on sales revenue generated from email marketing efforts
  • Ensure emails follow industry policies and best practices

Areas to focus on CRM:

  • ACTIVATION: help the customer to find the right experience, working together with other teams to drive prospect customers and work with BI recommending the right experience
  • FREQUENCY: inspire the customer to find the next right experience, so it can reward us with loyalty, repeating the purchase and increasing Lifetime Value, and share their experience publicly or with their friends.
  • DB Management: Enrich the customer DB (manually or automatically) and segment with the goal of delivering relevant and customized communications (such as products recommendations according to interests) to discover and enjoy at the most their leisure time maximizing their experience - at scale (automation of Email and APP push notifications)

Our customers are from different origins (over 120 countries worldwide) that go to different destinations (we have suppliers in over 20 countries), for different travel verticals (from Art & Museums to Sports & Adventures) and we communicate in 6 languages (we have a copy team no worries).

What you are expected to bring

  • Understanding and previous experience with at least one ESP
  • Familiarity with analytical and database tools
  • Proven track record of driving user (aka sales) growth through innovative marketing approaches
  • Nice to have: HTML Knowledge and MySQL/SQL Knowledge
  • Italian and English fluent, another language is a plus

What will help you be successful in this role

  • Extreme attention to details and strong planning and analytical skills

What you already achieved

  • BSc degree in Marketing or relevant field
  • Minimum of 5 years of experience in similar roles


  • The opportunity to join the team of one of the most exciting divisions of Europe’s largest travel company

We can't wait to meet you!

People&Culture Team