Job Type

£ Depending on experience



The CRM Campaign Manager is responsible for the effective delivery of Cunard’s CRM campaigns with a view to strengthening guest relationships, increasing customer loyalty and growing customer lifetime value (CLTV).

The role will be administered through Armadillo, Cunard’s retained CRM marketing agency, and be based at Cunard’s offices in Southampton reporting to Cunard’s Senior CRM Manager.

Using customer insight, KPIs, your excellent direct to consumer communication experience and with the support of your team, you will lead our CRM campaign strategy, aligned with our broader business campaign cycle.

While you will be accountable for Direct Mail and Email channels, you will think Omnichannel and together with the rest of the CRM team will consider the full customer journey and the impact/role each channel has at different stages of the conversion journey ensuring a seamless experience.

As well as the planning, you and your team will be responsible for the implementation and delivery of campaigns including: working with the internal design studio and external design resources on creative concepting, planning comms frequency/content, data selections and promo set-up.

The work going through the CRM team is fast paced so you will be expected to roll up your sleeves and get involved in delivery too, to achieve the desired outcomes.

Key Responsibilities

  • Develop, deliver and optimise Cunard’s guest and prospect communications.
  • Lead the planning and delivery of the CRM campaign strategy covering both strategic and tactical guest communications.
  • Work closely with the wider Global, Marketing, Insight, Commercial teams’ appointed CRM agency to define and enhance audience groups and support campaign delivery.
  • Work with the Customer Journeys CRM team and the Onboard Revenue Marketing Manager to ensure ‘air traffic control’ of all communications is considered and delivered effectively.
  • Ensure that the appointed agencies and in-house creative department devise CRM activation ideas aligned to the broader campaign proposition covering both short-term and long-term business and brand objectives.
  • Plan CRM campaigns to a forecasted budget, with clear KPIs utilising spend and channels in the optimum way, including managing and reporting against the defined annual CRM budget.
  • Accountable for Direct Mail and Email campaign assets, ensuring consistency and alignment to brand standards.
  • Set KPIs/objectives for each campaign and interpretation of reporting to gain meaningful insights to inform future campaigns.
  • Facilitate a positive, transparent and professional relationship with the appointed agencies, including day to day handling of the business, status meetings, performance reviews, insights and reporting.
  • Proactively develop new initiatives/programmes and deliver an effective test and learn plan.
  • Keep abreast of new CRM communications and technology ensuring new opportunities are brought to the table for consideration/review.
  • Lead and manage the campaign team providing leadership, motivation and development at all times.
  • Lead on key projects as required for Senior Manager Guest Communications.

People Management & Development

  • Manage campaign team (with two direct reports) with varied roles and responsibilities, ensuring they are fully engaged, have PDP and action plans and are doing what they do best at work every day.
  • Develop the agency knowledge and understanding of the Cunard brand, product, market positioning, guest data and commercial objectives.
  • Ensure the account is well planned and managed, and that the agency resource is well utilised and exploited.

Budget Management & Cost Control

  • Manage CRM campaign budget.
  • Maintain accurate records of schedules, purchase orders, invoices, and month end reporting to ensure all audit requirements are met.
  • Ensure that estimates are timely and accurate and that costs are strictly controlled as per agreed budget.
  • Ensure the agency adheres to agreed audit procedures.
  • Oversee and review relationships with third party suppliers to ensure they are delivering against SLAs and keeping services as cost effective as possible.

Technical (including systems) and/or Professional Responsibilities

  • To oversee the set up and administration of campaign execution through the use of Faststats Discover and Peoplestage and the ability to provide detailed reporting and insight using these tools.
  • Competent in email technology and capability in order to drive our email strategy forward.
  • Competent in the implementation of digital and personalised content across all communication channels.

Customer Responsibilities (Internal & External Customers)

  • Keep the agency abreast of commercial objectives, product developments and events that will affect the CRM campaign strategy.
  • Ensure other stakeholders in the business are fully aware of the CRM campaign plans.

Administration Responsibilities

  • Maintain senior leader reporting.
  • Develop CRM briefs for creative work from the Cunard Design Studio and agencies.
  • Ensure internal departments are kept up-to-date on strategic and tactical activity through effective and efficient internal communications.

Other Responsibilities

  • Offer support to the Senior Manager, Guest Communications when required.

General Responsibilities

  • Adhere to Corporate Policies and Procedures, including Code of Conduct, Audit Procedures and any control related responsibility for financial data entered, stored or reported via business systems within employee’s control (list not exhaustive).
  • Regular travel to the agency.


  • Lead by example by taking care of the health and safety of yourself and others.
  • Report all accidents, ‘near miss’ incidents and work related ill health conditions to your manager and to the Facilities department.
  • Use work equipment, personal protective equipment, substances, and safety devices correctly.
  • Take part in safety training and risk assessments and suggest ways of reducing risks.
  • Act safely in accordance with our safety behaviours.

Specific skills and experience

Essential Experience

  • Team/line management/leadership experience.
  • All level stakeholder engagement and management experience.
  • Excellent presentation skills.
  • An excellent understanding of marketing communications practices and technique.
  • Extensive experience of setting and delivering against KPIs and strict deadlines.
  • Proven experience leading CRM campaigns.
  • Budget management and control exposure.
  • Experience of planning and delivering annualised CRM plans.
  • Experience of agency management.
  • Background of dealing with guest data, using booking/behavioural trends to formulate effective and cost effective plans.
  • Experience of email marketing including ESPs and technical capability.
  • Knowledge of digital print, print buying and mailing fulfilment.
  • Expert with MS Office suite.

Desirable Experience

  • Experience of working in the cruise/hotel/hospitality/leisure industry.
  • Exposure to Project Management.

Essential Education, Qualifications and Training

  • Good standard of education qualifications (A-level) including English.

Desirable Education, Qualifications and Training

  • Degree or similar level qualification.
  • Marketing qualification, e.g. CIM.

The candidate who will succeed and excel in this role, will naturally:

  • Have passion for Direct Marketing/CRM/Loyalty/Retention subjects.
  • Be able to communicate complex messages in a simple way to the broader business.
  • Be energised by working in a team, both immediate and cross-functional, and always bring the team on the journey.
  • Love positivity, have enthusiasm and ‘can-do’ attitude with a high degree of pragmatism and resilience, be prepared to role their sleeves up and get on with the job whilst at all times remaining humble.
  • Be able to build strong reciprocal relationships across organisational units.
  • Be able to work with minimal supervision, use initiative and demonstrate drive.
  • Have excellent commercial acumen, able to contextualise business performance with agency performance.


Please send us your details and your portfolio or CV to