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About the Role

This new, global role within the Global Marketing Team is created to own guest retention and repeat booking rates, with full accountability for repeat enquiry generation. Success requires a deep understanding of the Scott Dunn guest and business to identify opportunities for improving the guest experience. The role operates at the intersection of data, tech, and brand to ensure personalized, timely, and on-brand guest interactions. It is both strategic and hands-on, suitable for a commercially minded individual who takes pride in developing solutions and execution quality. The role spans the entire Scott Dunn portfolio, including Scott Dunn Private and Scott Dunn Explorers, understanding and addressing differing guest needs in customer interactions. You will set the retention strategy and coordinate its implementation across Guest Loyalty, Marketing, Sales, and Guest Relations, with dotted-line oversight of the Scott Dunn Private CRM & Marketing Executive.

Responsibilities

Map the end-to-end guest journey after first booking, identifying every touchpoint where the brand interacts with guests across all markets.
Work cross-functionally to understand current audience segmentation, technical capabilities, and existing guest journeys.
Analyze current guest retention and reactivation approaches and available guest data.
Diagnose shortcomings in guest/brand interaction quality and build a prioritized roadmap of improvements based on guest feedback, booking data, and NPS.
Own the strategy for improving guest retention and repeat booking rates, defining KPIs and reporting mechanisms.
Design a guest segmentation strategy leading to differentiated interaction experiences for maximum yield.
Analyze data to identify booking patterns and develop a distinct reactivation approach for dormant guests.
Stay abreast of competitive and industry CRM benchmarks to identify gaps and opportunities.
Plan for technology advances and collaborate with the Head of Engineering on streamlining, automation, and enhancements.
Own the guest gifting process, determining the timing, method, and location of gift delivery.
Work with regional marketing managers and the brand team to determine suitable gifts.
Own gift sourcing, manage the budget, and organize distribution to guests in coordination with operations teams.
Act as the champion of the guest journey, ensuring previous guests' needs are considered in decision-making and educating cross-functionally.
Partner with regional marketing managers to ensure the retention strategy reflects market-specific guest behavior and is embedded in local marketing planning.
Work with the Business Analyst team to understand guest data, calculate KPIs, and set up reports.
Coordinate the implementation of the retention strategy across Marketing, Guest Loyalty, Sales, and Customer Service teams.
Equip guest-facing teams with the skills and guidance to deliver a consistently strong retention experience.
Provide direction to the Scott Dunn Private CRM & Marketing Executive to align UHNW guest retention activity with the global strategy.
Shape the design of guest loyalty program mechanics and rewards, partnering with Guest Loyalty on delivery and iteration.
Translate strategy into clear briefs for Marketing channel teams and Guest Loyalty teams, tracking execution.
Be the overarching owner of guest data, ensuring appropriate access and usage.
Collaborate with tech and data teams to extract usable guest data from the CRM system for personalization.
Distribute segmented contact lists for various marketing activities, ensuring only necessary data is shared.
Use booking, engagement, and NPS data to proactively identify guests at risk of not rebooking and direct intervention.
Work with technology teams to develop tech-first solutions for streamlining processes.
Champion the development of a unified view of the guest across all brands and markets, ensuring reliable data segmentation and personalization.
Ensure guest interactions with Travel Specialists, concierge, and contact center are captured in the guest data view.
Establish an ongoing feedback loop (voice-of-guest research, NPS, journey experiments) to continuously test and refine the post-booking experience.
Build the business case for retention investment and present findings, roadmap, and progress to senior leadership.
Ensure guest data is used for retention activity in compliance with data protection regulations across relevant international markets.

Requirements

2+ years' proven experience in a strategic CRM, guest experience, retention, or loyalty role, ideally within a luxury brand.
5+ years' experience in consumer marketing, preferably in a luxury environment.
A genuine understanding of the luxury and high-net-worth consumer.
Strong stakeholder management skills, with the ability to influence senior peers and cross-functional teams.
Strong hands-on capability with CRM platforms, comfortable working within complex systems.
Demonstrated expertise in segmentation strategy, lifecycle marketing, and data-led personalization.
Demonstrated expertise in using analytical tools such as GA4 and PowerBI alongside CRM platforms.
Experience managing or dotted-line directing a team member, ideally within CRM or marketing.
Experience owning or contributing to a marketing budget, with sound commercial judgment.
Excellent presentation and communication skills, comfortable presenting strategy and business cases to senior leadership.
Strong analytical skills, able to translate guest data into a clear narrative and action plan.
Experience mapping or redesigning customer/guest journeys, ideally across multiple brands or segments.
Comfortable partnering with data and technology teams to define the guest data foundation needed for segmentation and personalization.
Working knowledge of data protection principles across international markets (e.g., UK GDPR and equivalents).
Comfortable operating in a global, matrixed organization spanning UK, US, and Asia.
Self-directed and comfortable building a new function from first principles.
Passion for travel and a natural affinity with luxury guest experiences.
Promote, understand, and apply Scott Dunn’s workplace values: In the know, In the Detail, Inspiring.
You do not need to meet all the requirements to apply.

Skills

CRM
Guest Experience
Retention Marketing
Loyalty Programs
Consumer Marketing
Luxury Market Understanding
Stakeholder Management
Influencing
Segmentation Strategy
Lifecycle Marketing
Data-Led Personalization
Analytical Tools (GA4, PowerBI)
Budget Management
Commercial Judgement
Presentation Skills
Communication Skills
Analytical Skills
Guest Journey Mapping
Data Protection Principles
Global Operations
Strategic Planning
Data Analysis
Technology Collaboration
Gift Sourcing
Budget Management
Distribution Logistics

Location

London, Hammersmith

Work Type

Office-based

Experience Level

2+ years in strategic CRM, guest experience, retention, or loyalty
5+ years in consumer marketing

Benefits

Career progression aligned with chosen career path
Access to internal job opportunities across global offices and brands
Personal and professional development enabled by award-winning Learning and Development team
Comprehensive familiarisation and educational trips
Unlimited access to LinkedIn learning and other professional/personal development platforms
1 hour per week for personal development
Commission and bonus incentive schemes
Company loyalty scheme with a personal travel fund
23 days annual leave plus bank holidays (rising by 1 day per year of service up to 30)
Monthly, quarterly, and annual recognition schemes and awards
Opportunity to win a place at Flight Centre Travel Group's annual Global Gathering
Subsidized private healthcare
Contributory pension scheme
Staff travel insurance
3 days of paid volunteering leave
Access to cycle to work and season ticket loan schemes
Dedicated in-house team for exclusive industry discounts
Share options in Flight Centre Travel Group

About the Company

Scott Dunn is an award-winning luxury tour operator creating tailor-made vacations to destinations worldwide.
With offices in the UK, US, and Singapore, Scott Dunn prides itself on providing outstanding service from initial research through post-vacation evaluations.
Scott Dunn operates across its main brand, the ultra-high-net-worth Scott Dunn Private proposition, and the UK family-focused Scott Dunn Explorers offering.

Equal Opportunity

At Scott Dunn we champion equality, diversity, and inclusivity in all its forms and are signatories of both the Race at Work and the Diversity in Hospitality, Travel & Leisure charters.
As part of our commitment to diversity, equality, and inclusion we are committed to ensuring our recruitment process is inclusive and recognises the value of differences.
Should you require any support or accommodations as it relates to our recruitment process, please contact recruitment@scottdunn.com for further information or alternative application processes to support your requirement.