Senior Director of Campaigns, CRM Marketing and Digital Engagement

7-9 years
a month ago
Job Description

Job Description

The Senior Director of Campaigns, CRM Marketing, and Digital Engagement will lead strategic development to enhance campaign performance and integrate Customer Relationship Management across all Minor Hotels brands. Responsible for end-to-end campaign planning, this role will oversee global and regional customer database growth while ensuring GDPR compliance.

This position will coordinate guest profile data solutions within the CRM database, working collaboratively across departments. The successful candidate will drive data-driven campaign strategies, establish clear reporting processes, and deliver KPIs and ROIs. Additionally, they will monitor emerging digital marketing technologies to advise on potential benefits.

Campaign Management and Execution:Lead the development and execution of impactful, omni-channel Global and Regional marketing campaigns. Utilize internal resources and external specialists to craft and deploy campaign concepts across diverse channels. This role holds accountability for planning, executing, and reporting on all brand campaigns aligned with business objectives.

Implementation of Campaign Strategy: Oversee the implementation of highly personalized, multi-channel campaigns while continuously enhancing individual channel strategies, dynamic content, and guest journeys. Actively contribute to shaping ongoing digital marketing and CRM strategies, including the development of automated and non-automated campaign schedules. Emphasize continual evolution through rigorous testing, learning, and optimization of all campaigns and strategies to gauge KPIs and optimize ROI, business impact, and lifetime guest value.

CRM: To strategically expand the Minor Hotels database, the role involves setting and monitoring acquisition targets across various regions. This includes orchestrating cohesive contact plans tailored to each region while maintaining a holistic global perspective. Additionally, the positionentails a comprehensive review and enhancement of the Customer Journey encompassing transactional and lifecycle communications. Collaborating closely with the Legal departments pivotal to ensure compliance with customer data privacy regulations. Moreover, the role encompasses the coordination of local promotions and involvement in global campaigns, serving as the primary liaison with regional commercial teams.

CRM database: The role is accountable for driving both global brand and regional expansion of the customer database while strictly adhering to high-quality standards in accordance with GDPR regulations.

Operational Excellence: Collaborating closely with the Operational Excellence teams, utilizing systems that furnish real-time data to hotel team members, enabling personalized service delivery and support.

Cross Functional Team Leadership: Lead, coach, and inspire the digital marketing team to attain objectives, fostering collaboration with Data Analytics, Operations, E-commerce, IT, CRM, and Creative departments to facilitate seamless campaign development and successful delivery.

Analytics: Collaborating with the Business Intelligence team, oversee the monitoring, reporting, and enhancement of actual performance metrics for individual campaigns and strategic KPIs relating to retention, engagement, and customer lifetime value. Identifying areas for improvement within marketing campaigns through this analysis aims to drive enhanced guest acquisition and retention results.

Knowledge and Opportunity: Perform thorough research on digital marketing trends within the commercial sector, identifying emerging opportunities that can be leveraged by the business to gain a competitive edge in guest acquisition and retention within the market.


  • Advanced degree in Marketing, CRM, Digital, or a relevant field.
  • Over 7 years of comprehensive experience in Digital Marketing and CRM with a specific emphasis on campaigns development, strategy formulation, execution and spearheading the growth of customer databases.
  • Demonstrated proficiency and knowledge of best practices in digital marketing tools, particularly in relation to campaign development and execution.
  • Exceptional analytical skills enabling the formulation and communication of data-driven insights crucial for campaign success.
  • Proven ability to collaboratively drive prioritization within a matrixed, cross-functional organization.
  • Self-motivated, positive attitude, thriving within dynamic, high-performance teams, and adaptable under pressure.
  • Strong strategic thinking and analytical capabilities.
  • Robust project management skills complemented by effective team leadership.

Minor International is a Thai multi-national company based in Bangkok, Thailand. The three core businesses of Minor are hospitality, restaurants and lifestyle brands distribution, operated under subsidiary companies Minor Hotels, Minor Food, and Minor Lifestyle respectively