eCRM Manager

About the company

World Travel Holdings UK — the UK division of WTH the world's largest cruise agency

  • – the UK’s fastest growing cruise retail brand and the home of the award winning Cruise Concierge Service
  • – Europe’s largest seller of ultra-luxury cruises
  • – the UK’s fastest growing seller of river cruises

Summary of the role

As eCRM manager you’ll be responsible for the planning, delivery, development and analysis of weekly email campaigns alongside building out our personalised triggered programmes across Cruise 118, River Voyages and Six Star Cruises. 

You’ll help to drive efficiencies in planning, process and improve customer engagement overall, whilst striving to achieve first-class email marketing. You’ll also improve email delivery, and evolve the eCRM strategy contributing across all areas of multi-channel digital CRM activity including Acquisition, Retargeting, Segmentation, Retention and Reactivation to drive long term sales and customer loyalty.

You’ll become an expert user of the communicator platform helping us leverage the full platform potential/

Role and Responsibilities

Planning, Campaign and Programme Management

  • Develop and deliver sophisticated email marketing programmes
  • Monitor triggered emails and automated campaigns to ensure they are running as expected and there are no data errors
  • Manage the end-to-end process for campaign emails - from the initial briefs, coordinating with colleagues for campaign assets, pricing, sign-off, set-up, testing and final deployment.
  • Develop a modular/templated email production system which generates consistency in email design, quickens email deployment and creates efficiencies in the process
  • Adopt and develop a test and learn strategy to optimise email marketing effectiveness; feeding all insights gained from regular reporting back to create a continuous process of testing and refinement
  • Develop compelling and re-useable email marketing content that drives email engagement
  • Manage the ESP relationship along with troubleshoot ESP and eCRM programme issues.
  • Review competitor email campaigns, the competitor landscape and industry developments to provide insights and opportunities.


  • Lead the development of the segmentation strategy to deliver more targeted and personalised email marketing communications
  • Develop and evolve eCRM programmes through continual testing, learning and analysis



Reporting & Analysis

  • Maintain regular email campaign and programme reporting using Communicator, Infinity call tracking and Google Analytics
  • Collaborate with analytics colleagues to develop and refine existing email KPI reports to quicken email reporting and drive further analysis and insight
  • Review CRM KPIs report on a monthly basis and identifying areas for improvement
  • Deliver further email reporting and analysis as required

Technical Skills/Knowledge

  • Experience with any mainstream Email Service Provider software Silverpop, Communicator.
  • Proven experience setting up automated email marketing programmes
  • Able to grasp new technical concepts
  • Familiar with HTML, Illustrator, Photoshop
  • Proficiency in Microsoft Excel, Word, and PowerPoint
  • Experience with HTML, basic coding and editing
  • Strong problem solving skills and confidence in manipulating data in excel
  • Technically confident / Data confident

Multi-channel CRM experience desirable but not essential



  • Three years plus experience in email marketing or digital marketing role
  • eCRM campaign and programme development
  • Experience in campaign planning, personalisation and segmentation
  • Experience working in a fast-paced commercial environment
  • eCRM strategy planning and development
  • Experience developing email marketing content

Apply here

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WTH is a winner of CLIA Cruise Agency of the year 2015 & Katy Porter CLIA young travel agent of the year 2014
Winner of Young Travel Agent of the Year 2014
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