Plantation , Florida, The Director of CRM is a critical player in our guest communications. This opportunity is for the critical thinker with a creative mindset and a can-do attitude that is passionately committed to bringing customer relationship management success to Atlantis Paradise Island. The Director of CRM will play a key role in defining the CRM strategies and will lead the implementation of profitable, long-term customer relationships across all channels with a focus on email communications. You will be managing programs and developing strategies for informational and engaging eNewsletters, tactical promotional emails and transactional confirmation, pre-arrival and post stay emails.
This person will help design, implement and rollout the customer lifecycle management approach and will use data and insights to continually optimize the CRM program. The candidate will be customer focused, designing a best-in-class guest experience including experiential personalized and dynamic content that will differentiate Atlantis from the competition and drive loyalty, engagement and repeat stays. They will work closely with marketing, content, BI and revenue teams to identify key opportunities and build CRM strategies around them.  
Job Description

Develop and implement a cross-channel CRM strategy (email, web, social, in-person…) focused on driving engagement and loyalty with new and existing guests at key points in the customer life cycle to positively impact the guest experience
Responsible for the success of our strategic and personalized guest communications through CRM initiatives driving engagement, bookings and revenue
Oversee communication strategies for eNewsletter, tactical, automated and transactional emails including confirmation, pre-arrival and post stay emails
Works with broader marketing team to develop the promotional campaign calendar
Oversees content creation including dynamic and personalized content and manages marketing teams content calendar
Develops business rules for dynamic & personalized content and oversees implementation on the email platform and partners with the website team to implement on the web
Develops customer journey maps, guest segmentation strategies and oversees customer mosaic strategiesleveraging research and insights while partnering with the BI team to create and validate models
Conducts A/B tests ensuring the highest guest engagement, conversion and ROI
Responsible for the creating and successful sending of all email communications either personally or by oversight of a CRM coordinator or agency partner and is final approver from content to functionality
Track, measure and analyze all email communications and CRM initiatives
Responsible for data capture initiatives to grow the database and ensure its accuracy and works closely with the BI and IT teams to pull the lists and/or ensure integration with our email platform
CRM platform resident expert, responsible for platform guidelines and training as needed
Project manage all CRM projects and drives campaign workflows ensuring timely delivery
Define guidelines and governance for CRM engagement with consumers
Collaborates with marketing, revenue, IT and Casino teams
Performs website CMS updates and other projects as assigned

Minimum 10 years of experience in a CRM, database marketing or direct marketing position in the hospitality, retail or similar B-to-C industry
CRM program development experience including detailing functional requirements, developing communication strategies, and evaluating program ROI performance
Demonstrated success in the development of meaningful and impactful CRM programs
Drives vision, strategy and execution for CRM direct marketing efforts (email and direct mail) for new guests, past guests, and casino guests
Has a creative mindset to help brainstorm and develop new creative approaches to guest communications, campaigns, and promotions
Knows HTML coding to facilitate building of emails
Hospitality experience is a favorable and should have a passion for travel
Must have excellent analytic skills as well as excellent verbal and written communication skills
Demonstrated ability to effectively collaborate and work in teams, as well as ability to work independently; approachable, ability to work with limited supervision in a very dynamic environment
Be able to multitask and handle rapidly shifting priorities, short deadlines and must have the ability to be responsive under time pressure with excellent time management and organizational skills, as well as, has a strong eye for detail.
Enjoys being a leader and innovator in the digital and CRM landscape.
Proven ability to distill complex information, and “tell a story” using data
Bachelors degree required – MBA in Marketing or Statistics preferred
HSMAI Certified Hospitality Digital Marketing certification or equivalent is a plus
Contingent on experience

Tagged as: design, IT


Job Overview
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