CRM Manager

About Us:

HMSHost, a subsidiary of , is a leader in creating dining for travel venues. With , we operate over 1,000 locations in nearly 80 airports across North America, including proprietary concepts, local, regional, and national brands, and partnerships with award-winning chefs. For decades, HMSHost has curated food and beverage programs that make a traveler’s journey as exciting as the destination.

Purpose: The Customer Relationship Management (CRM) Manager supports loyalty and e-commerce initiatives across North America by developing, executing, and optimizing CRM strategies that drive customer engagement, retention, repeat purchase behavior, and long-term customer value. This role combines strategic thinking, hands-on Salesforce Marketing Cloud execution, analytics, and cross-functional collaboration to deliver relevant customer communications and measurable business results.

Essential Functions:

• Develops and executes CRM strategies focused on member engagement, retention, repeat purchase, cross-selling, and long-term customer value across Club Avolta and e-commerce programs
• Owns the North America CRM campaign calendar and lifecycle marketing roadmap, from strategy and planning through execution, measurement, and optimization
• Builds, deploys, and optimizes CRM campaigns and automated customer journeys using Salesforce Marketing Cloud across email, SMS, mobile app push notifications, and other relevant channels
• Develops audience segmentation, personalization, and test-and-learn strategies to improve relevance, engagement, conversion, and customer value
• Maps and optimizes the end-to-end member lifecycle, including enrollment, onboarding, engagement, retention, and reactivation
• Develops CRM strategies supporting Club Avolta loyalty and partner programs, including member acquisition and enrollment, engagement, points earning and redemption, and cross-selling across concepts to drive additional purchases during the customer’s airport journey
• Partners with Business Analytics to evaluate CRM performance and translate insights into actionable recommendations and continuous optimization
• Collaborates cross-functionally with Loyalty, E-commerce, Digital, Business Development, Analytics, IT, Marketing, Legal, and global teams to deliver CRM and broader customer initiatives
• Proactively identifies and helps resolve data, technology, and process barriers affecting CRM execution
• Serves as the North America CRM subject matter expert, supporting ongoing program enhancements and future CRM initiatives

Reporting Relationship: The CRM Manager reports to the Vice President of Digital.

Minimum Qualifications, Knowledge, Skills, and Work Environment:

• Education and Experience: The combination of education and professional experience must exceed 5 years:
• In a leadership role: Requires 2 years of experience leading projects, influencing cross-functional teams, and coordinating CRM, loyalty, or customer engagement initiatives
• In a technical role: Requires 5 years of experience in CRM, lifecycle marketing, retention marketing, loyalty programs, e-commerce, or digital marketing, with demonstrated success developing and executing customer engagement and retention strategies
• A bachelor’s degree in marketing, Business, Communications, Analytics, or a related field may count for 3 of the 5 years of experience requirement
• In the industry: 3-5 years of Food & Beverage, Retail, Travel Retail, Hospitality, E-commerce, or other consumer-focused environments preferred
• Specialized Training:
• Training leads to an in-depth understanding of CRM, lifecycle marketing, customer retention, loyalty programs, and customer engagement strategies
• Advanced knowledge of Salesforce Marketing Cloud, including audience segmentation, campaign execution, journey development, testing, and optimization
• Knowledge of applicable data privacy and marketing communication regulations
• Specialized Skillset/Competencies/Traits:
• Strong business acumen with the ability to connect CRM strategy and customer engagement initiatives to measurable business results
• Demonstrated history of leveraging customer insights and analytics to drive retention, loyalty, and customer lifetime value
• Strong project management, communication, stakeholder management, and cross-functional collaboration skills
• Ability to balance strategic thinking with hands-on execution in a fast-paced environment
• Demonstrated ability to build and maintain collaborative relationships across business, marketing, technology, analytics, and operational teams

Location / Travel

• This position is located at the North America Support Center in Bethesda, Maryland
• This position requires up to 30% travel.