Manager, Email & Crm

Job Details
Level
Management
Job Location
Springboard Hospitality Encino - Encino, CA
Remote Type
Optional Work from Home
Salary Range
$80,000.00 - $90,000.00
Job Category
Marketing
Join the 30-year-old Company; turned Start-Up, making waves in Hospitality!
With Home Offices in Los Angeles + Waikiki, Springboard Hospitality has reinvented itself from a successful 30-year legacy in small-scale hospitality management with a focus on 150 rooms or less to launch its next 30 years (and beyond) as the leader in independent + branded lifestyle hotels.
Be a part of our diverse team where we value innovative thinkers from diverse experience that help define a new intersection of bold ideas & problem solvers.
With properties in now 11 U.S. states, Springboard Hospitality is known for seamlessly navigating vital asset operations, from marketing management and human resources to revenue generation, food and beverage, and more. Collectively we emphasize the importance of progressive innovation as an integral component to our success.
We believe that we have untapped potential to create innovative hotel experiences for our guests, colleagues and owners. We promote work environments where individuality is recognized and encouraged to put forth our best selves each & every day. We have identified five key pillars that encompass our company's vision and culture. These five pillars are...
PERSONALIZED > INDEPENDENT > DYNAMIC > CONNECTED > COLLABORATIVE
Manager, Email & CRM
More efficiency. More innovation. More edge.
Position: Manager, Email & CRM
Reports to: Director, Digital Marketing
Location: Remote
Job Description:
The Manager, Email + CRM will lead Springboard's portfolio email marketing including leisure offer strategies and restaurant/bar promotions on behalf of our growing portfolio. You'll be tasked with building out our email framework and process along with growing our database. This position requires hands-on experience building and optimizing customer-centric email marketing programs and revenue-driving campaigns from conception to execution. You'll continuously test, improve, and evolve email communication. You are skilled at collaborating with cross-functional partners across all business teams in addition to direct oversight of Springboard's Email & CRM platform.
VITAL SUPERPOWERS
You're a builder with an entrepreneurial mindset. A self-starter that's comfortable with ambiguity and playing in a grey space. You are confident in your abilities to be a strategic thinker and a tactical doer. Your experiences have led you to understand that there is an art + science to the how and what a marketing expert is responsible for; the passion to understand and support the direction of the business and the importance of knowing how people drive the success of the company.
You're collaborative and communicative with the ability to think creatively to identify and resolve issues. You enjoy the solidarity of a team and know that everyone plays an important role, no matter their title. When one of the members of the team goes down, you are the first to jump in and pick them up. You maintain awareness of trends influencing our business and bring forth innovative ideas + solutions that drive customer awareness and retention for both individual hotels/restaurants and the brand. Your experience will shape how you approach this role, but you are always striving to learn more. Glasses are always half full to you and laughter is the best medicine.
ONGOING + EVERYDAY TASKS

• Email Strategy: Oversee the Email Marketing program from end-to-end; from strategy, content curation, execution, data analysis, acquisition, revenue-driving offers, marketing insights, and more. Evolve and further define content strategy for B2C and B2B verticals including leisure travel, restaurants & bars, meetings and events. Integrate the email program plan into the larger marketing messaging calendar. Leverage cross functional partners in revenue, sales, lifestyle and food & beverage.
• Deployment. Execute email campaigns on behalf of properties including transactional, automated and one-time. In partnership with property and corporate teams, oversee design, content coordination, best practices and launch.
• Reporting. Define key success metrics: own email performance, forecasting, reporting, and analysis. Present results to senior leaders and partners regularly and speak to them in large meetings. Apply learnings for future deployment.
• Growth, Engagement & Retention: Database growth is key. Implement growth strategies (lead capture, landing pages, giveaways) then identify email flows to nurture these potential customers. Actively explore ways to improve data collection to enrich guest profiles (i.e. 3rd party data, existing customer touchpoints, API integrations). Evaluate email performance for optimization. Consider thoughtful experimentation and A/B testing to unlock high-impact campaigns including automation. Ensure the database is segmented effectively for targeted and personalized marketing communication strategies ultimately increasing engagement, conversion, and retention. Dissect existing database to identify core guest segments and uncover missed opportunities.
• Optimization. Oversee email marketing vendor relationship and collaborate with creative services to ensure proper execution of each email. Be the in-house SME on email methodologies and industry best-practices. Remain current with industry trends and enhancements for Email, as well as technologies to effectively drive consumer engagement via email marketing. Consistently identify opportunities to drive conversion with email by researching, collecting, and analyzing data. Improve email operations via templatization across our email program to achieve speedy high-quality execution. Implement thoughtful experimentation and A/B testing to unlock high-impact campaigns and leverage automation to maximize engagement and retention throughout the customer lifecycle
• CRM Management. Actively explore customer data improvements to further personalization and segmentation efforts (i.e. 3rd party data, existing customer touchpoints). Leverage data driven insights to identify core guest segments and develop tailored marketing and email communication strategies. Using CRM data, partner with Digital to identify new segments to pursue (i.e. look-a-like audiences).
• Other responsibilities may include supporting online marketing initiatives as requested, occasional HTML coding as necessary, ad-hoc analysis.

Job Requirements
EXPERIENCE:

• Minimum 3-5 years of email marketing or database marketing experience, preferably in B2C or with an agency.
• Demonstrated ability to grow email as a marketing and revenue channel.
• Experience with Revinate Marketing, Constant Contact, GMS or similar CRM/email marketing tools, a plus
• Data-driven individual who enjoys utilizing large sets of data to interpret findings, analyze trends, recognize anomalies, and make recommendations for testing.
• Has experience with building out email framework and growing email databases.
• Familiarity with the latest GDPR laws, CAN-SPAM and privacy policies.

• Achieved a bachelor's degree in marketing, communications or similar.
• Preferred experience in upper-upscale, independent, boutique or lifestyle hotels (preferred)

• Strong project management experience
• Excellent written and verbal communication skills
• Meticulous attention to detail and organization; highly analytical
• Have a strong bias for getting stuff done quickly and with high quality.
• Able to put the customer first in all strategies, plans and campaigns.
• Experience with B2C and B2B marketing

PHYSICAL ABILITIES:

• Endure various physical movements throughout the work areas, such as reaching, bending and stooping.
• Repetitive hand motion (typing) for extended periods of time.

OTHER EXPECTATIONS:

1. Abide by payroll policies, procedures and rules of conduct as stated in the Springboard Hospitality Associate Handbook.
2. Demonstrate a working knowledge of all company safety and security procedures.
3. Travel required: 10% or less. As needed for hotel familiarization and to meet with colleagues.
4. Hours Required:Must primarily work during Springboard Hospitality business hours, Monday - Friday 8am - 5pm (PST), while understanding that the hotel business functions 24/7 and some weekend or holiday work may occasionally be required.