Manager CRM Growth Marketing

About The Leela

The story of The Leela Palaces, Hotels and Resorts began when its founder Late Capt. CP Krishnan Nair opened The Leela Mumbai in 1986. For over three decades, The Leela has been on a journey to delight guests by providing unparalleled luxury in captivating environs ensconced in the lap of nature, wrapped in the graciousness of Indian hospitality.

Headquartered in Mumbai, The Leela Palaces, Hotels and Resorts is owned by a Brookfield Asset Management-sponsored private real estate fund and operates thirteen award-winning properties in major cities and leisure destinations across India. These include the flagship hotel in the capital city of New Delhi, Bengaluru, Chennai, Udaipur, Jaipur, Gurugram, East Delhi, Mumbai, Gandhinagar, Kovalam, and Ashtamudi. The brand is also delighted to announce the upcoming opening of its latest property in Hyderabad. The Leela has a strong pipeline of future projects. The brand celebrates each hotel through its unique location, art, culture, and cuisine with thoughtful services, celebratory rituals, and immersive experiences. The Leela Palaces, Hotels and Resorts was voted the World's Best Hotel Brand twice in a row by Travel + Leisure, USA, World's Best Awards Survey, 2020 and 2021. In 2024, the brand has once again featured in the top 3 World's Best Hotel Brands, after the recognition in 2023. An epitome of true Indian luxury hospitality, The Leela is committed to providing guests with unforgettable stays in settings that capture the essence of India. The brand has a marketing alliance with US-based Preferred Hotels & Resorts and is a member of the Global Hotel Alliance.

Why join The Leela

• Award-Winning Brand: Join a brand that has been recognized as one of the World's Best Hotel Brands for two consecutive years.
• Commitment to Excellence: Be part of a team that is dedicated to providing the highest standards of service and hospitality.
• Innovative Environment: Be part of a team that encourages creativity and innovation, ensuring that we stay at the forefront of luxury hospitality.
• Career Growth: Benefit from our strong pipeline of future projects and opportunities for career advancement within The Leela and our global alliances.
• Cultural Experiences: Engage with the rich cultural tapestry of India, bringing unique and authentic experiences to our discerning guests.

Position Overview

Reporting to: Senior Director - CRM, Loyalty and Partnership - Marketing

Location: The Leela Corporate Office

Looking for a CRM Growth Marketing Manager to build and accelerate a data-driven customer engagement and loyalty ecosystem across the group.

This role will own execution of customer data, marketing automation, loyalty engagement and strategic partnerships day to day operations, with a strong focus on increasing customer lifetime value, repeat stays, direct bookings, member engagement and personalized experiences.

Skills: Experience from banking, financial services, fintech, credit cards, payments, insurance, telecom, e-commerce or other highly data-driven businesses, where customer segmentation, lifecycle marketing, personalization and loyalty are core to growth.

This is a hands-on role. The candidate should have personally worked with CDPs, CRM platforms, marketing automation, customer journeys, segmentation and campaign analytics*, rather than being purely a strategic or agency-led marketer.

Key Responsibilities

1. CRM & Customer Lifecycle Marketing

• Build automated lifecycle journeys across email, SMS, WhatsApp, app, web and other relevant channels.
• Drive personalization of offers, content and experiences using customer and behavioural data.

2. MarTech & Marketing Automation

• Deployment of MarTech ecosystem and ensure effective utilization of platforms.
• Evaluate and implement tools across CDP/ CRM, marketing automation, campaign management, personalization, analytics and customer engagement.
• Design automated journeys and trigger-based campaigns.
• Establish campaign measurement, attribution and test-and-learn frameworks.
• Partner with technology teams and vendors to improve the MarTech stack and its integration.

3. CDP & Customer Data

• Business adoption and utilization of the Customer Data Platform (CDP).
• Define customer data requirements, identity resolution, segmentation and activation use cases.
• Integrate data from PMS, booking engine, website, Arq app, loyalty program, CRM, campaigns and other customer touchpoints.
• Create a single customer view and translate customer data into actionable marketing audiences.
• Work closely with Technology/Data teams on data quality, APIs, integrations, consent and governance.
• Build and continuously improve audience segments and propensity-based targeting.

4. Loyalty

• Assisting in day-to day activities, follow-ups, gathering and compiling data, etc.

5. Partnerships

• Assisting in day-to day activities, follow-ups, gathering and compiling data, etc.

Key Skills & Experience

Must-Have

• 5-7 years of relevant experience in CRM, lifecycle marketing, MarTech, loyalty, customer analytics or digital marketing.
• Strong preference for candidates from banking, financial services, fintech, credit cards, payments, insurance, telecom, e-commerce or other data-rich industries.
• Hands-on experience with a CDP — not just conceptual knowledge.
• Experience building and activating customer segments through a CDP.
• Strong understanding of customer data, identity resolution, segmentation and single customer view.
• Hands-on experience with CRM and marketing automation platforms.
• Experience designing automated, trigger-based and lifecycle customer journeys.
• Strong understanding of personalization and omnichannel customer engagement.
• Experience managing loyalty programs and/or customer engagement programs.
• Strong analytical and commercial orientation with the ability to connect CRM activity to revenue and customer lifetime value.

MarTech Expertise

The candidate should understand and ideally have hands-on experience with:

• Customer Data Platforms (CDP)
• CRM platforms & Marketing automation
• Campaign management
• Customer journey orchestration
• Personalization engines
• Web/app analytics
• Customer segmentation – AI & ML
• Data integration and APIs
• Identity resolution
• Consent and preference management
• A/B testing and experimentation
• Marketing attribution

Experience with platforms such as Salesforce Marketing Cloud, Adobe Experience Platform, Adobe Campaign, WebEngae, NetCore, etc.