The Loyalty / CRM Manager is responsible for building lasting guest relationships that increase repeat visits, guest spend, and brand loyalty across the restaurant, club, or lounge. This role turns guest data into targeted communications, personalised offers, and memorable touchpoints that drive both retention and revenue. It sits within the Sales, Marketing & Guest Experience function, working closely with operations, reservations, events, digital marketing, and front-of-house teams to ensure the guest journey is consistent from first visit to long-term loyalty. The position typically reports to the Director of Marketing, Head of Sales & Marketing, or Guest Experience Manager, depending on the size and structure of the venue.
Key areas of responsibility
- Loyalty strategy and programme management
- Design, implement, and continuously improve loyalty initiatives that reward repeat guests and encourage higher visit frequency.
- Manage membership tiers, benefits, redemption rules, and campaign calendars.
- CRM ownership and guest database management
- Maintain accurate guest profiles, contact preferences, visit history, and segmentation data.
- Ensure CRM systems are properly used across departments and data is clean, compliant, and actionable.
- Targeted marketing and guest communications
- Create personalised email, SMS, and app-based campaigns for birthdays, VIP guests, lapsed guests, events, and special promotions.
- Analyse campaign performance and refine messaging, timing, and audience selection.
- Guest insight and revenue growth
- Use guest data to identify spending patterns, behavioural trends, and opportunities to increase retention and frequency.
- Partner with sales and operations to support VIP engagement, event attendance, and repeat bookings.
- Cross-functional collaboration and service consistency
- Train teams on CRM processes, guest recognition, and loyalty enrolment.
- Work with front-of-house and management to ensure loyal guests receive seamless, premium treatment.
Type of person who succeeds in this role
- Highly organised, data-driven, and commercially minded, with a strong understanding of hospitality guest behaviour.
- Skilled at balancing analytical thinking with creativity and relationship-building.
- Confident with CRM platforms, reporting tools, and digital communication channels.
- Detail-oriented, proactive, and able to influence teams across sales, marketing, and operations.
- Passionate about delivering personalised guest experiences that build loyalty and long-term value.