Does the chance to shape the future of CRM and direct-to-consumer growth for two award-winning luxury travel brands excite you?
If so, Scenic Luxury Cruises & Tours and Emerald Cruises Canada has an opportunity for you!
The Opportunity:
Scenic Group Canada is seeking a highly strategic and commercially minded CRM & Customer Growth Manager to join our Vancouver-based marketing team and help drive the next phase of direct-to-consumer growth across Scenic Luxury Cruises & Tours and Emerald Cruises. This newly created role will be responsible for growing our prospect database, improving lead conversion, and delivering a more connected customer experience throughout the customer lifecycle.
This is not a traditional email marketing role. As our CRM ecosystem evolves, including the implementation of HubSpot, we need an experienced CRM leader who can develop a customer-centric growth strategy which leverages customer data, automation, personalization, and lifecycle marketing to drive engagement, conversion, retention, and customer value.
The successful candidate will combine strategic thinking with hands-on execution, helping build a sophisticated, scalable, and measurable CRM program that contributes directly to revenue growth and customer lifetime value. Reporting to the Director of Marketing, this role is our Canadian CRM subject matter expert and a key partner to Marketing, Sales, Commercial, Digital, Analytics, and Global CRM teams.
Key Responsibilities:
CRM, Lifecycle & Customer Growth Strategy
- Lead the development and execution of a comprehensive CRM and customer lifecycle strategies that drive acquisition, engagement, conversion, retention, and reactivation objectives.
- Assess the current CRM ecosystem, customer journeys, communications framework, and automation programs across Scenic and Emerald Cruises to identify opportunities to improve lead generation, lead nurturing, conversion, retention, loyalty, and customer lifetime value.
- Define lifecycle stages, customer touchpoints, communication objectives, triggers, and success metrics throughout the customer journey.
- Champion a customer-first approach to CRM strategy and customer experience.
- Drive qualified database growth through multi-channel lead generation strategies, including digital marketing, content, partnerships, events, and referrals.
- Optimize lead capture, nurturing, and conversion processes in collaboration with Digital Marketing.
- Evaluate lead acquisition performance and identify opportunities to improve lead quality, volume, and cost efficiency.
- Develop programs to re-engage dormant prospects and inactive contacts.
- Support the development of lead scoring, lead qualification, and lead prioritization frameworks.
- Map and optimize customer journeys from lead acquisition through booking, travel, post-travel engagement, loyalty, and repeat purchase.
- Design and implement automated nurture programs for key audiences, including:
- New leads
- Brochure requests
- Event attendees
- Webinar participants
- High-intent prospects
- Previous guests
- Repeat travellers
- Dormant contacts
- Identify behavioural and engagement triggers that should influence communication timing, frequency, content, and channel.
- Build scalable automation programs that improve customer experience and operational efficiency.
- Develop advanced audience segmentation strategies using behavioural, transactional, engagement, demographic, and preference data.
- Create personalization frameworks that improve communication relevance and customer engagement.
- Develop lead-routing and lead-management frameworks that support timely follow-up and conversion.
- Establish service-level expectations and lead-handling best practices.
- Collaborate with internal stakeholders, technology partners, and global teams to support implementation and optimization initiatives.
- Help define CRM architecture, automation frameworks, lifecycle stages, and data requirements.
- Identify opportunities to leverage automation, AI, predictive insights, and emerging CRM capabilities.
- Develop reporting frameworks that connect CRM activities to business outcomes and revenue performance.
- Establish meaningful KPIs across the customer lifecycle. unnecessary
- Build executive dashboards and performance reporting.
- Lead ongoing testing and optimization initiatives across messaging, timing, audience segmentation, personalization, automation, and customer journeys.
- Champion database quality, governance, and customer data best practices.
- Improve data collection, enrichment, and customer profile management processes.
- Ensure compliance with Canadian privacy legislation, CASL requirements, consent management standards, and CRM best practices.
- Monitor deliverability and database health metrics to support long-term CRM effectiveness.
- 7+ years of experience in CRM, lifecycle marketing, customer growth, retention marketing, marketing automation, customer strategy, or related disciplines.
- Proven success developing and executing CRM and lifecycle marketing strategies that deliver measurable business results.
- Experience managing customer journeys across multiple lifecycle stages, from lead acquisition through loyalty and retention.
- Strong experience with CRM and marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, Marketo, Braze, Iterable, or similar technologies.
- Demonstrated experience developing audience segmentation, personalization, lead nurturing, and lead scoring programs.
- Strong analytical capabilities with the ability to translate performance and customer data into actionable business recommendations.
- Experience working closely with sales teams to improve lead conversion and customer outcomes.
- Strong stakeholder management, communication, and presentation skills, including experience presenting recommendations to senior leadership.
- Experience participating in CRM implementation, migration, or digital transformation projects is considered an asset.
- Experience within travel, hospitality, luxury, tourism, or other high-consideration consumer categories is preferred.
- Familiarity with attribution modelling, customer lifetime value analysis, and predictive marketing techniques is considered an asset.
- Establish a clear CRM and customer growth strategy for the Canadian business.
- Strengthen the foundation of our HubSpot ecosystem and CRM infrastructure.
- Increase both the size and quality of the prospect database.
- Improve lead nurturing effectiveness and lead conversion performance.
- Introduce advanced segmentation and personalization capabilities.
- Enhance reporting, measurement, attribution, and customer insight frameworks.
- Increase CRM-attributed engagement, bookings, retention, and customer lifetime value.
- Build stronger alignment between Marketing, Sales, and CRM functions.
- Create a scalable lifecycle marketing framework that supports long-term direct-to-consumer growth.
Scenic Group is an equal-opportunity employer offering a competitive compensation and benefits package including:
- Salary range: $95,000-$100,000 plus annual performance-based management bonus
- Four weeks vacation
- A generous health and wellness account
- Comprehensive benefits package
- Employee travel benefits and industry perks
