Global CRM Manager F/M/X – Premium, Midscale

• Contract
• Job Type: Temporary

Company Description

4-month fixed-term contract, starting early January

Join Accor - a professional journey at the heart of a committed, international and transforming group

Accor, a global leader in hospitality, present in more than 110 countries with 5,500 hotels, welcomes you to its offices located in Issy-les-Moulineaux.

This is where the Group's global expertise comes together: strategy, finance, human resources, legal, technology, marketing, sustainability, communication, audit, procurement, etc.

Joining Accor means actively contributing to defining, structuring, and supporting the transformation of an international group, in direct connection with operational teams around the world.

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 elevate 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:

• 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)
• Stro