Global CRM Manager - Multiple Teams

Job Description

This is where your greatest challenge awaits:

Within the PM&E (Premium, Midscale & Economy) division, the Customer Experience & Engagement team drives CRM strategy, audience management, the CRM services catalogue and omnichannel performance across all of the Group’s Premium, Midscale and Economy brands.

Reporting to the PM&E VP Customer Experience & Engagement, you will become the go-to CRM reference for PM&E within the Global Digital & CRM organization, bridging global CRM capabilities and regional execution teams. Your playground: brands, regions, Commerce, Digital & Tech, digital marketing experts (acquisition, brand websites, content, social media), Revenue Management, Brand Partnerships and Business Performance.

Your mission:

Own the end-to-end CRM vision for the PM&E portfolio, from audience strategy and segmentation to customer lifecycle management, loyalty integration and full-funnel campaign coordination. As a key decision-maker and cross-functional leader, you will dare to make an impact on both global strategy and regional execution.

Drive the PM&E CRM strategy and 3-year roadmap

• Define the vision, priorities and 3-year PM&E CRM roadmap, in alignment with Accor’s digital and brand teams
• Lead strategic planning cycles, translating business ambitions into actionable CRM and omnichannel initiatives
• Manage the PM&E CRM budget and ensure alignment across regions, brands and digital ecosystems

Define the audience strategy and segmentation

• Build the PM&E audience strategy by priority segment and brand
• Drive the Hightouch CDP activation roadmap with the Customer Knowledge & Data teams to enhance profiling, segmentation and personalization
• Monitor audience size, reachability and performance by segment

Orchestrate the customer lifecycle and loyalty integration

• Integrate PM&E brands’ needs into the Lifecycle & Loyalty CRM strategy, working with the Global CRM ALL Accor team
• Design brand-specific CRM journeys, triggers and engagement mechanics across the customer lifecycle
• Ensure CRM is fully embedded in full-funnel campaigns (messaging, targeting, timing) and coordinate the editorial calendar with the Social Media and Brand Website teams

Build and run the CRM services catalogue

• Design, launch and manage a CRM services catalogue enabling regions to leverage centrally built CRM capabilities
• Define the service offering, governance model, SLAs and prioritization framework across regions

Lead performance management

• Define, monitor and improve KPIs across the CRM & omnichannel perimeter: open, click, reactivity, bounce and conversion rates, and incremental revenue
• Deliver regular performance reporting with strategic recommendations

Share best practices and bring people together

• Share CRM initiatives, audience insights, A/B test results and CRM performance across teams and brands
• Guide regional CRM and marketing teams in optimizing their brand strategies through CRM levers
• Design frameworks, guidelines and governance, align stakeholders, arbitrate between brands and regions and escalate when needed

Manage third-party partners

• Follow up projects with agencies and CRM technology partners (Publicis ONE Accor, Hightouch…) and run regular business reviews
• Work hand in hand with agencies to implement use cases, processes and ways of working

Qualifications

And you?

Your profile:

• Higher education degree in digital marketing
• 7+ years of experience in CRM and audience management
• Proven experience in complex, multi-brand and multi-regional environments

Your technical skills:

• Strong hands-on knowledge of at least one CRM platform (Salesforce Marketing Cloud, Adobe Campaign, Braze or equivalent)
• Experience in Customer Data Platform activation (Hightouch or equivalent)
• Strong appetite for generative AI tools applied to CRM and marketing automation
• Analytics tools: Google Analytics, Contentsquare or equivalent
• Knowledge of digital activation channels: media, paid, SEO, social media

Your soft skills:

• Excellent interpersonal skills and ability to influence multiple stakeholders
• Strong project management skills
• Analytical and results-oriented mindset
• Ability to prioritize and arbitrate

Language:

• Full professional proficien

Additional Information

💡 Why join us?

And what are our commitments?

To the world

• Accor is committed to the world around us, with a strong employer culture focused on the development of our 300,000 talents.
• We adopt a continuous improvement approach to reduce the environmental impact of digital across all our projects.

To your career

• We enable all our employees to maintain a healthy work-life balance and give them the means to shape their working environment in their own image.
• Dedicated Talent Management, continuous improvement, and training and development paths are defined both individually and collectively so that we can grow together, every day.

Concretely, at Accor:

• Remote work possible several days per week from France and flexible working options: work from home, our offices, or even our hotels and coworking spaces thanks to Worklib.

And also,

• ALL - Heartist® program: preferential rates and flash offers for unforgettable stays and experiences across all our Accor locations and with our partners worldwide.
• Heartist® for Good volunteering program: 1 day offered during your working time to get involved with a non-profit organization.
• A Social and Economic Committee (CSE) that supports you in financing your cultural and sports activities.
• Sustainable Mobility Package for using an eco-friendly means of transportation or a “company bike” program in partnership with Zenride.
• Coverage of urban public transport subscriptions between home and workplace, up to 75%.
• Meal vouchers with a face value of €11.
• A mandatory health insurance plan funded at 50% by Accor, at no additional cost in case of enrollment of your dependents.
• Not to mention attractive working conditions with collaborative workspaces, restaurants, game areas, as well as well-being and sports spaces on site or through Gymlib.

Your talent and motivation are our only selection criteria.

We value the richness of diverse nationalities, personalities, and professional backgrounds.

We know how to adapt to the specific needs of our employees, particularly those with disabilities.

We encourage all applications, without distinction of gender, so dare to apply!

For us, recruitment is above all a story of encounters.

Does this role appeal to you? Apply, and we will offer you:

• An initial discussion with our recruitment team to present the key elements of the role or guide you toward a position that may better suit you,
• One or more interviews with managers and team members,
• For certain roles, you may also be asked to complete a test or case study, as well as a questionnaire about your personality and motivations.
• A final interview with our Human Resources team to discuss our Group culture, working environment, training program, and career prospects, as well as the different Group benefits.
• Personalized feedback.