Head of CRM

London, United Kingdom | CRM | Full-time

Apply by: No close date

Your Mission @ TUI Musement

We are looking for a Head of CRM to define our customer engagement and retention strategy and implement it across TUI and Musement. We would like to hear back from savvy, digital-minded team players who have the knowledge and skillset to engage current and potential customers and are able to work at the same time in a fast-paced company, but also operate within a mature matrix organization solving problems pragmatically and influencing the right stakeholders when needed.

You will be responsible to promote Excursions, Activities and Tours to the existing TUI customers (more than 20 million), thus leveraging a huge database, but you will also be accountable for CRM of the fast-growing Musement brand that serves the open market in more than 120 countries.


What you will do

  • Define our CRM strategy across the different markets in order to drive conversions and customer retention, balancing both business priorities and customer preferences. This needs to happen in a tailored way for Musement and TUI customers as their needs are different
  • Develop the overall customer contact strategy to be delivered via multiple marketing channels (email, SMS, Push Notification, Browser Push, Rich SMS) across different markets
  • Define the optimal approach to promote Excursions, Activities & Tours across the customer journey and lifecycle, and work with our international Centres of Excellence to deliver this across all markets. In addition, you will be accountable for the leadership of the ‘Travel & Trip’ phase of the journey.
  • Define and implement on-site activities in order to increase customer engagement and conversion rate (Loyalty Program, Up-Sell, Cross-Sell, Multichannel campaigns)
  • Analyse deliverability KPIs and implement both long-term strategy and tactical actions to improve our reputation KPIs
  • Develop and drive a robust A/B testing strategy across markets to ensure a constant pursuit of performance optimization
  • Develop a robust KPI scorecard, setting overall targets, and develop plans to deliver them.
  • Develop an overall commercial model, encompassing current performance, drivers and planned initiatives, that helps forecast performance.
  • Influence the Product roadmap both at TUI Group and Musement level to make sure CRM needs are taken into account


How you will do it

  • Make sure the customer database is correctly segmented for targeted marketing activities
  • Establish processes to ensure experimentation and measurement can be done in a scalable and repeatable model
  • 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
  • Inspire the customer to find the next right experience to drive loyalty, repeat purchases and increase the Lifetime Value
  • Enrich the customer DB (manually or automatically) and segment it with the goal to deliver relevant and customized communications to discover and enjoy most of their leisure time
  • Put customer insights at the heart of everything you do (descriptive, predictive models, recommendations etc.) and work with relevant analytical/insight teams to deliver against your roadmap and briefs


Your behaviours

  • Entrepreneurial attitude
  • Able to influence senior stakeholders at Group level
  • Strong data skills to extract and manipulate data  
  • Big thinker supported by data
  • Ability to work effectively in a multicultural environment
  • Highly commercial and results-driven, with the ability to define, identify and prioritise high-value initiatives
  • Strong leadership and team management skills
  • Focus & commitment

What you have already achieved

  • 8+ years of CRM or Marketing experience
  • Proven track record of driving user (aka sales) growth through innovative marketing approaches
  • Solid background in customer acquisition strategies
  • Technical expertise with CRM and analytical systems
  • Knowledge of online marketing methods and best practices
  • Ability to manage marketing projects end-to-end
  • Strong communication skills along with a customer-oriented attitude
  • Ideally experience of working in an international organisation


  • Working in an international team who are working with forward-thinking methodologies like Lean and Agile
  • Musement is a certified Great Place To Work® and among the Top 20 Best Workplaces in Italy http://www.greatplacetowork.it/ 
  • The culture and environment are both typical for a fast-paced start-up 
  • Smart Working