CRM Acquisition Manager

Job Overview

The CRM Acquisition Manager will lead the execution and continual enhancement of CRM acquisition programs aligned with the company's lifecycle strategy. The role emphasizes transforming prospects and first-time customers into engaged and easily contactable guests by managing onboarding, activation, and initial conversion processes effectively. Partnering closely with the CRM Lifecycle Strategy Manager, the incumbent ensures that acquisition campaigns are implemented at scale and optimized for sustainable growth.

Key Responsibilities

• Take full responsibility for implementing CRM acquisition journeys consistent with the lifecycle approach, covering lead generation through initial conversion.
• Plan, execute, and refine acquisition campaigns across proprietary CRM channels with punctual, precise, and high-standard delivery.
• Oversee daily acquisition operations including briefing, development, testing, execution, and collaboration with internal teams, contractors, and agencies.
• Track acquisition metrics such as engagement and conversion rates, analyze performance, and provide actionable insights to improve outcomes.
• Spot gaps and improvement opportunities in acquisition journeys and advise the CRM Lifecycle Strategy Manager accordingly.
• Lead the management of the Preference Centre and strategies to enrich customer profiles by capturing data that enhances personalization and long-term value.
• Leverage data insights and propensity models including AI-driven outputs to fine-tune targeting, messaging, and campaign timing.
• Implement AI-enabled features like send-time optimization and content variations to boost relevance and conversion in compliance with established protocols.
• Assist in testing and refining key strategic use cases, sharing learnings to continuously evolve lifecycle strategies.
• Work collaboratively with Marketing, Digital, Loyalty, E-commerce, and Technology divisions to deliver harmonized acquisition results.
• Maintain strict adherence to brand guidelines, data privacy standards, and operational compliance across all acquisition activities.
• Manage staff and contractors to ensure clarity in task priorities, maintain quality, and operational consistency.
• Produce weekly acquisition reports and analyze performance metrics including funnel efficiency, conversion ratios, and initial value indicators.

Qualifications

• A Bachelor's degree in Marketing, Business, Communications, or a related discipline.
• At least 5 years of experience in CRM marketing, digital marketing, or customer acquisition, preferably within the airline, travel, or e-commerce sectors.
• Practical experience delivering CRM acquisition and onboarding initiatives through email, push notifications, or comparable channels.
• Comprehensive knowledge of CRM segmentation, personalization tactics, and lifecycle marketing practices.
• Strong marketing insight coupled with a commercial perspective, able to craft persuasive, customer-focused messaging to drive engagement and conversion.
• Proven skills in creating and structuring compelling CRM campaigns with an eye for copywriting, layout, hierarchy, and visual storytelling specific to CRM.
• Demonstrated ability to monitor campaign effectiveness and optimize using engagement and conversion data.
• Technical proficiency with CRM platforms such as Adobe Campaign Manager, Salesforce Marketing Cloud, Braze, or equivalents.
• Excellent organizational and stakeholder engagement skills capable of managing multiple projects in dynamic settings.
• Capability to thrive in high-volume CRM environments managing simultaneous initiatives while ensuring accuracy and superior customer experience.
• Strong analytical capabilities to assess campaign data trends and convert insights into actionable optimizations.

Additional Information

Etihad Airways represents more than just the UAE’s national airline; it is a global aviation innovator based in Abu Dhabi. The airline connects diverse populations globally, advancing its "Journey 2030" plan to double its fleet, broaden its network, and expand its workforce for a future of excellence. Join Etihad and embrace a workplace where the world is your professional canvas, and unique experiences are airborne.

Beware of recruitment scams: Etihad will never request personal details, banking information, or payments during recruitment. Interviews are conducted face-to-face or via video/telephone prior to any formal offer. Requests for money should be treated as fraud.