Crm & Customer Growth Manager

Are you an experienced and growth-focused CRM strategist who knows how to turn customer data into growth?
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.
Database Growth & Lead Generation
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.
Customer Journey Design & Marketing Automation
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.
Segmentation, Personalization & Customer Intelligence
Develop advanced audience segmentation strategies using behavioural, transactional, engagement, demographic, and preference data.
Create personalization frameworks that improve communication relevance and customer engagement.
Sales & CRM Alignment
Develop lead‑routing and lead‑management frameworks that support timely follow‑up and conversion.
Establish service‑level expectations and lead‑handling best practices.
CRM Technology & HubSpot Leadership
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.
Analytics, Measurement & Optimization
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.
Customer Data, Governance & Compliance
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.
Requirements:
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
What Success Looks Like:
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
Why Choose Scenic Group?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
Scenic Group is a global leader in luxury river and ocean cruising, proudly operating internationally renowned brands Scenic Luxury Cruises & Tours and Emerald Cruises. For almost 40 years, Scenic Group has redefined the travel experience, delivering unparalleled luxury and adventure to discerning travellers worldwide. With our Vancouver‑based sales and marketing office, we serve as the hub for promoting our award‑winning river and ocean cruises to Canadian travel advisors and guests.
This position is open to all qualified applicants who are legally entitled to work in Canada.
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