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Senior CRM Communications Strategist/ Planner (Viator)

London, UK
About Viator
Viator, a Tripadvisor company, is the leading marketplace for travel experiences. We believe that making memories is what travel is all about. And with 300,000+ travel experiences to explore—everything from simple tours to extreme adventures (and all the niche, interesting stuff in between)—making memories that will last a lifetime has never been easier. With industry- leading flexibility and last-minute availability, it's never too late to make any day extraordinary. Viator. One app, 300,000+ travel experiences you’ll remember.
 
Perks of Working at Viator
  • Competitive compensation packages (routinely benchmarked against the latest industry data), including base salary, annual bonus, and equity.
  • “Work your way” with flexibility to suit your lifestyle. Viator takes a remote-friendly approach to collaboration across a worldwide team, with the option to join on-site as often as you’d like.
  • Flexible schedule. Work-life balance is ingrained in our culture by design. Trust and accountability make it work.
  • Donation matching. Give back? Give more! We match qualifying charitable donations annually.
  • Tuition assistance. Want to level up your career? We love to hear it! Receive annual support for qualified programs.
  • Lifestyle benefit. An annual benefit to spend on yourself. Use it on travel, wellness, or whatever suits you.
  • Travel perks. We believe that travel is employee development, so we provide discounts and more.
  • Employee assistance program. We’re here for you with resources and programs to help you through life’s challenges.
  • Health benefits. We offer great coverage and competitive premiums.
Our Values
  • We aspire to lead. Tap into your talent, ambition, and knowledge to bring us – and you – to new heights.
  • We’re relentlessly curious. We push beyond the usual, the known, the “that’s just how it’s done.”
  • We’re better together. We learn from, accept, respect, support, and value one another– and are creating something remarkable in the process.
  • We serve our customers, always. We listen, question, respond, and strive for wow moments.
  • We strive for better, not perfect. We won’t get it right the first time – or every time. We’ll provide a safe environment in which to make mistakes, iterate, improve, and grow.
  • Our workplace is for everyone, as is our people powered platform. At Tripadvisor, we want you to bring your unique identities, abilities, and experiences, so we can collectively revolutionize travel and together find the good out there.
 

We are seeking an experienced and strategic Senior CRM / Customer Value Management Communications Strategist to lead the creation and implementation of strategies that drive customer engagement, retention, and lifetime value globally.

As Viator enters an exciting phase of growth, you will spearhead the development of world-class acquisition and retention communication strategies. These strategies will leverage personalized, data-driven approaches to deliver measurable results across all product categories and regions.

In this role, you will oversee multi-channel campaigns and collaborate with cross-functional teams to craft innovative CRM strategies that engage travelers across every touchpoint. Your focus will span the entire customer lifecycle—from acquisition and lead generation to nurture, growth, and retention. Central to this role will be driving innovation, including implementing next-best-action frameworks to deliver the right message to the right customer at the right time, fostering deeper engagement and long-term loyalty.

By leveraging data-driven insights and innovative approaches, you will design impactful lifecycle programs and establish a strong data foundation to drive smarter, more effective marketing strategies.

The ideal candidate is a data-driven strategic planner with 7–10 years of experience in CRM communications planning, specializing in lifecycle marketing, content strategy and omnichannel CRM strategies. They will have hands-on experience in designing and implementing next-best-action frameworks and advanced customer segmentation strategies that deliver personalized experiences and measurable business results. A strong command of omnichannel approaches will be essential for developing cohesive, customer-centric campaigns that drive engagement and value across the customer journey.

This is a dynamic and impactful opportunity for a seasoned communications strategist. If you are passionate about driving meaningful customer engagement, thrive in a collaborative, fast-paced environment, and have a proven track record of delivering business results through innovative strategies, we want to hear from you.


 

Key Responsibilities:

Lifecycle CRM Strategy Development

  • Lead the strategic development of data-driven strategies to maximize customer value and foster loyalty throughout every stage of the customer journey.

  • Strategize, design, and deliver best-in-class lifecycle & loyalty programs and communications, spanning the full CVM lifecycle—from acquisition (lead generation and capture) to nurture, growth, retention, and loyalty.

  • Oversee lifecycle and triggered communication programs while ensuring operational alignment with campaign teams.

  • Develop strategic frameworks for next-best-action recommendations across the customer lifecycle, ensuring these are data-driven and aligned with key business objectives to optimize customer interactions and maximize CLTV.

  • Partner with creative teams to define and execute impactful messaging and content strategies tailored to customer needs and preferences.

  • Collaborate with content strategists and designers to create dynamic, personalized, and visually compelling assets that drive engagement throughout the lifecycle.

Data-Driven Insights & Personalization

  • Analyze customer data to generate actionable insights that shape CRM strategies and improve experiences at every touchpoint.

  • Partner with analytics and data science teams to implement advanced segmentation and propensity models that optimize engagement throughout the lifecycle.

  • Work with the analytics team to create new segmentation approaches and test-and-learn strategies to continuously refine performance.

  • Craft compelling narratives for post-campaign analyses (PCA) and analytical deep dives, driving informed decision-making. - providing actionable insights and recommendations for continuous improvement.

  • Set the direction for analytical deep dives, defining requirements to support the evolution of CRM strategies and business goals.

  • Ensure all CRM efforts are data-driven, performance-measured, and closely aligned with strategic business objectives.

Campaign Planning & Execution

  • Lead cross-functional collaboration with data planners, CRM & analytics teams, and broder marketing & product teams to create robust campaign plans and test-and-learn programs that drive continuous improvement.

  • Design and execute customer segmentation strategies to deliver personalized experiences and drive measurable impact at every stage of the lifecycle.

  • Lead annual and quarterly CRM planning cycles, integrating addressable media and digital channels to optimize the customer journey. Partner with media teams to activate CRM audiences through paid channels.

Customer Journey Optimization

  • Conduct in-depth analysis of customer behaviors and trends to identify upselling, cross-selling, and journey optimization opportunities.

  • Collaborate with product, customer research, and marketing teams to ensure customer "Jobs to Be Done" (JTBD) are addressed effectively.

  • Conduct end-to-end mapping of the customer journey across all relevant channels to identify critical touchpoints, pain points, and opportunities for improving messaging, content, and channel performance

MarTech Platform Expertise

  • Leverage and optimize key MarTech platforms (e.g., Braze, Segment CDP) to deliver personalized, omnichannel CRM experiences.

  • Collaborate with technical delivery teams to design and implement automated decision engines and CRM capabilities underpinned by complex business rules.

  • Stay at the forefront of industry trends and emerging technologies, embedding innovation into Viator’s CRM solutions.

Customer-Centric Innovation

  • Champion Viator’s vision for personalized marketing by promoting a data-driven, customer-first approach to relationship management.

  • Introduce and pilot emerging technologies, tools, and industry best practices to maintain a competitive edge in customer engagement and retention.

  • Drive continuous innovation in communication strategies to foster deeper customer relationships and deliver measurable business impact.

 

Qualifications

 

Experience:

  • 7–10 years of experience in marketing lifecycle management, CRM, Loyalty, or CVM, with a proven track record of driving customer engagement through next-best-action frameworks and automated decision engines.

  • Demonstrated success in developing and executing customer lifecycle strategies that significantly improve customer retention, engagement, and revenue growth.

  • Strong background in B2C environments, particularly in digital, travel, or experience-driven industries.

  • Experience on both agency and brand sides, focusing on customer-centric and data-driven marketing initiatives, is a plus.

Technical Knowledge:

  • Expertise in MarTech platforms, such as Braze, Segment CDP, for dynamic personalization and omnichannel campaign execution

  • Familiarity with data integration, API workflows, and real-time personalization capabilities

Analytical Skills:

  • Deep understanding of customer segmentation techniques, propensity & predictive models and omnichannel CRM strategies.

  • Proven ability to analyze and interpret campaign performance metrics, translating them into actionable strategies to drive improvement.

  • Strong results-oriented mindset with fluency in data and analytics, leveraging insights to inform decision-making and deliver measurable business outcomes.

Strategic Thinking:

  • Proven expertise in developing innovative CRM and CVM strategies that drive measurable outcomes, including customer retention, engagement, and revenue growth.

  • Strong ability to design and implement customer lifecycle strategies aligned with business objectives, utilizing advanced frameworks like lifecycle mapping, next-best-action models, and segmentation strategies.

  • Strategic and data-driven mindset, adept at turning insights into actionable plans, optimizing omnichannel campaigns, and leveraging emerging industry trends to enhance customer engagement and value.

Industry Awareness:

  • Comprehensive expertise in digital marketing trends and emerging technologies, with a focus on innovative platforms that enhance customer engagement.

  • In-depth knowledge of loyalty strategies and customer engagement trends, leveraging emerging technologies to elevate customer experiences.

  • Proven success in building and scaling best-in-class capabilities, delivering industry-leading commercial outcomes in B2C environments.

Education:

  • Bachelor’s degree in marketing, business, or a related field (advanced degree a plus).  

Communication: 

Strong verbal and written communication skills, with the ability to present complex data and strategies to diverse audiences.   Ability to influence stakeholders and present data-backed strategies to both technical and non-technical audiences at all levels.

If you need a reasonable accommodation or support during the application or the recruiting process due to a medical condition or disability, please reach out to your individual recruiter or send an email to AccessibleRecruiting@Tripadvisor.com and let us know the nature of your request.  Please include the job requisition number in your message.

 

#Viator

#LI-Onsite

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