ABOUT US
At TTC, we are Enriching lives by connecting people and places. For over 100 years, we’ve been bringing the world closer together by crafting journeys that create lasting memories, lifelong friendships and meaningful cultural connections. Across more than 70 countries and our award-winning brands, we design and deliver travel experiences that go beyond sightseeing - they change perspectives. Behind every unforgettable journey is a passionate team making it happen. That’s where you come in.
OUR VALUES
Everything we do is guided by our five shared commitments:
- Value Every Voice - We put people first.
- Act with Integrity - We do what’s right.
- Explore Beyond Boundaries - We’re driven by curiosity.
- Own the Outcome - We take responsibility for our decisions.
- Succeed Together - We’ve got each other’s backs.
THE OPPORTUNITY
We’re looking for a Senior Manager, CRM & Automation – Trade to lead the strategy, evolution and execution of CRM and lifecycle marketing for TTC Tour Brands' trade partners, using data, automation and personalization to strengthen advisor onboarding, engagement, training, retention and sales performance.
As the senior CRM leader for Trade, this role acts as a strategic partner and functional leader: translating commercial objectives into effective CRM solutions, leading and developing the CRM & Email team, and partnering across Sales, Marketing, Data, Technology and DTC CRM & Retention to continually improve the advisor experience. The role is primarily focused on strategic leadership, team development and cross-functional partnership, while maintaining the technical credibility and hands-on knowledge needed to effectively guide the work and support the team when exceptional business needs require it.
Beyond technical CRM expertise, we’re looking for a leader who can bring people along with them. Seeking a leader who can combine CRM expertise with collaboration and commercial thinking, knowing when to challenge, when to listen and how to turn both into better outcomes.
WHAT YOU'LL DO
CRM Strategy & Transformation
- Shape and lead the evolution of Trade CRM, translating commercial objectives into a clear CRM roadmap and lifecycle strategy across advisor onboarding, activation, training, engagement, conversion, retention and re-engagement.
- Identify opportunities to use automation, segmentation, personalization, behavioral data and emerging CRM capabilities to improve advisor engagement, sales enablement and commercial performance.
Lifecycle, Automation & Performance
- Lead the development and continuous optimization of lifecycle programs within Salesforce Marketing Cloud, including multi-stage journeys, automated workflows, segmentation, triggers, dynamic content and personalized communications.
- Establish a strong test-and-learn and measurement approach, defining meaningful KPIs and partnering with Data & Insights to measure CRM effectiveness, commercial contribution and opportunities for optimization.
People Leadership & Capability
- Lead, coach and develop the CRM & Email team, providing clear direction and priorities while strengthening technical capability, strategic thinking, project management and commercial understanding.
- Build a collaborative, high-performing culture of ownership, accountability and continuous learning, while balancing business priorities, team capacity and quality of delivery.
Cross-Functional Leadership & Influence
- Partner closely with Sales, Trade Marketing, Partner Marketing, Training, Brand, Product, Data & Insights and Technology to connect CRM strategy and activity to broader business priorities.
- Act as a trusted CRM advisor, communicating recommendations and trade-offs clearly, influencing across different audiences and constructively challenging assumptions when needed to achieve the best business outcomes.
CRM Community & Technology Partnership
- Build strong partnerships with DTC CRM & Retention and Technology teams, sharing expertise, solving common CRM challenges and identifying opportunities to strengthen CRM capabilities across TTC.
- Coordinate effectively across shared Salesforce Marketing Cloud, data and technology resources, helping identify dependencies and priorities while maintaining clear ownership of Trade CRM strategy and delivery.
Governance & Operational Excellence
- Maintain strong standards across data quality, consent management, privacy and email compliance, including GDPR and CAN-SPAM, while ensuring communications are accurate, on-brand and high quality.
- Establish effective CRM workflows, documentation, quality assurance and performance reporting while proactively managing priorities, risks, dependencies, capacity and technical roadblocks.
WHAT SUCCESS LOOKS LIKE
Success in this role is demonstrated through a combination of CRM transformation, commercial outcomes, team capability and cross-functional leadership:
- CRM Transformation & Innovation: Deliver a clear Trade CRM roadmap and expand automated, personalized and lifecycle-based advisor journeys.
- Commercial & Engagement Performance: Drive measurable improvements in engagement, conversion and sales through effective testing, reporting and optimization.
- Strategic Partnership: Establish CRM as a trusted strategic partner that understands commercial objectives and delivers practical, well-supported solutions.
- Team Performance & Development: Build a high-performing CRM & Email team focused on quality, accountability, collaboration and continued growth.
- Cross-Functional Influence: Build understanding and alignment around key CRM recommendations and decisions across stakeholder groups.
- Operational Excellence: Deliver BAU and strategic initiatives with strong quality, governance and prioritization while proactively managing capacity and dependencies.
- Enterprise CRM Partnership: Build productive partnerships with DTC CRM & Retention and Technology to strengthen knowledge sharing, problem-solving and coordination.
