Customer Marketing Manager, The Springs Resort and Spa - L

Customer Marketing Manager- Full Time

Position Overview:

Are you a relationship-driven marketer who finds energy in connecting data, storytelling, and guest experience? Do you love turning insights into meaningful moments that inspire people to return again and again?

The Springs Resort is looking for a Customer Marketing Manager to lead lifecycle and CRM marketing.

This role is equal parts strategist and connector: someone who understands how to use guest insights, segmentation, and automation to build emotional loyalty and drive revenue. Working closely with property marketing teams, you’ll help shape how our guests stay engaged before, during, and long after their visit.

WORK ENVIRONMENT & SCHEDULE

• Status: Full-time, Exempt
• Compensation: $80,000–$95,000 annual salary
• Eligible for: Benefits + Annual Performance Bonus
• Reporting structure: Reports to VP of Marketing; key business partners: Marketing Manager, Creative, Resort GM

Customer & Lifecycle Marketing:

• Lead CRM and lifecycle programs to deepen guest relationships, drive repeat visitation and grow revenue
• Design and execute audience segmentation, personalized journeys, and automated campaigns across email, SMS, and digital channels.
• Translate guest sentiment, NPS, and survey data into strategies that improve satisfaction and loyalty.
• Partner with property marketing specialists to align storytelling and offers that reflect each resort’s unique experience.

Cross-Property Collaboration:

• Maintain brand consistency across guest communications for The Springs Resort Murrieta Hot Springs Resort
• Work with Brand and Creative teams to develop campaigns that express the emotional value of geothermal wellness.
• Coordinate CRM-driven messaging for seasonal campaigns, promotions, and on-property experiences.

Data, Tools & Insights:

• Manage CRM platforms (HubSpot, Revinate, or equivalent) to deliver automated, insight-driven communication.
• Collaborate with analytics teams to measure performance, conversion, and guest lifetime value.
• Enhance first-party data capture and audience accuracy across digital and on-site touchpoints.
• Support development and maintenance of the Customer Data Platform to inform smarter segmentation and personalization.

Strategic Initiatives:

• Support rollout of new loyalty and membership programs across the Brand portfolio.
• Partner on cross-property guest retention, value-driver studies, and customer research.
• Share CRM and lifecycle marketing best practices across teams to strengthen performance.

Branding:

• Ensure consistent branding across all content channels and materials to maintain a cohesive and recognizable brand identity.

Qualifications:

• 5–8 years of experience in CRM, loyalty, or customer marketing; hospitality or wellness background preferred
• Proven success building lifecycle marketing frameworks — from acquisition through retention and reactivation.
• Skilled in CRM systems (HubSpot, Revinate, Salesforce, or similar) and analytics platforms.
• Database management knowledge and experience
• Experience integrating CRM data with digital ad platforms (Meta, Google, programmatic) to improve targeting and remarketing efficiency.
• Analytical mindset with deep comfort in data interpretation - can connect CRM metrics (LTV, retention, churn, conversion) to marketing ROI. Ability to distill data into meaningful insights and tell a story.
• Experience collaborating with technology or data teams on CDP, customer data lakes, or CRM integrations (API, LiveRamp, etc.).
• Strong understanding of guest or customer segmentation models, including psychographic and behavioral analysis.
• Excellent cross-functional communicator, skilled at influencing brand, creative, operations, and executive teams.
• Comfortable working in an entrepreneurial environment - can balance strategy and hands-on execution. Results driven.
• Passion for wellness, hospitality, and human-centered marketing, with an intuitive sense of what drives emotional loyalty.
• Full Time: 40-45 hours per week
• Hourly Range: $80k-95k DOE
• Schedule: Primarily weekday hours with occasional evening/weekend support for campaigns or project deadlines
• Work Mode: Hybrid