Key Skills

Job Description

Job Summary We are looking for a Senior Specialist - Growth & Loyalty to develop and deliver global messaging strategies that grow engagement, adoption and retention for Booking.com’s loyalty programme. You will help bring new loyalty structures, benefits and launches to life, turning business priorities and traveller insights into relevant, well-targeted campaigns across the customer lifecycle. This is a hands-on, technically proficient and data-led role. You will own experiment delivery end-to-end: designing tests, building and shipping campaign variations, instrumenting customer behavior and analysing results. You will independently use internal messaging tools, SQL and scripting to turn ideas into working campaigns, personalisation logic and automations. You will combine loyalty and CRM expertise with strong technical execution, rigorous measurement and strategic thinking. Working closely with Marketing, Product, Data Science, UX and other partners, you will shape opportunities, align stakeholders and make sure learning from campaigns informs what we do next. By collaborating with cross-functional teams, this role directly contributes to key business objectives. You will drive rapid conversion rate optimisation through high-velocity A/B testing and rigorous experimentation across all messaging touchpoints. Your north star will be delivering measurable lift on trip transactions and revenue per trip by combining hands-on technical execution with behavioral insights. Key Responsibilities Loyalty strategy and campaign delivery: Develop and execute global messaging plans that support loyalty programme adoption, engagement, retention and customer lifetime value. Translate programme priorities, traveller needs and business objectives into clear campaign strategies across email, push and other relevant channels. Hands-on technical execution: Build and ship working variations yourself, including messaging templates, personalisation logic, audience segments, behavioural triggers, and copy and creative variants. Leverage AI/LLM tools regularly for ideation. Use SQL and scripting in Python or JavaScript to build lightweight tools, data workflows and automations that accelerate campaign production and experimentation. Work independently within internal messaging platforms, collaborating with Engineering where deeper platform changes are required. End-to-end campaign ownership: Create campaign briefs and coordinate copy, design, localisation, legal review and stakeholder feedback. Manage timelines, dependencies, risks and priorities independently, and maintain clear campaign documentation and worksheets. Requirements Of Special Knowledge/skills Instrumentation, measurement and analytics: Define campaign and experiment KPIs aligned with loyalty and business objectives. Establish and validate behavioural tracking from message interaction through loyalty adoption, booking and downstream customer value, working with Product and Data Science on attribution and metric definitions. Independently write and optimise SQL queries, analyse funnel and segment performance, and build lightweight dashboards and alerts to monitor experiment health. Measure incremental impact beyond opens and clicks, and communicate actionable findings. Experimentation and optimisation: Own a prioritised backlog of A/B and multivariate tests across messaging touchpoints, driving conversion rate optimisation through high-velocity test delivery. Manage experiments from hypothesis and sample-size planning through build, setup, QA, launch, and post-test analysis, with a focus on delivering measurable lift on trip transactions and revenue per trip. Stakeholder partnership: Work closely with Marketing Operations, UX and Design, Product, Data Science and ML, business units, and loyalty stakeholders. Build alignment, explain complex findings clearly, influence decisions and keep collaborators informed of progress, risks and outcomes. Quality and innovation: Apply rigorous QA to content, targeting, links, journeys, tracking and experiment setup. Explore relevant AI tools and marketing technologies to improve operational efficiency and campaign effectiveness, using them thoughtfully and checking outputs. Loyalty marketing: Significant experience working with loyalty programmes and partners. From well established memberships, to launching new programmes and benefits. Strong hands on technical capability: Able to independently build and ship messaging campaigns, templates, personalisation logic and behavioural triggers, rather than only brief or coordinate their implementation. CRM Expertise: Proven ability to develop and implement CRM strategies, including lifecycle management, segmentation, and targeting. Technical & Analytical Skills Proficiency in SQL and practical coding skills in Python or JavaScript, with experience building working scripts, lightweight tools, automations or experiment infrastructure. Able to query and validate data, investigate behavioral funnels, define tracking requirements, and build dashboards or visualizations using tools such as Tableau. Project Management: Skilled at managing multiple projects and activities simultaneously, with a strong focus on planning, organizing, and prioritisation. Communication & Collaboration: Excellent project management and communication skills to effectively lead multi-stakeholder projects and collaborate with diverse teams. Data-Driven Mindset: Experience with A/B testing and post-campaign analysis, with a "test & learn" mentality to continually monitor and improve business performance. As well as the judgment to distinguish surface level engagement metrics from outcomes that matter to customers and the business. Strategic Thinking: Ability to translate business objectives into clear creative strategies and use traveller behaviour and data to identify and lead growth opportunities. Emerging Technologies: Curiosity about leveraging emerging technologies, such as AI tools, with the ability to apply tools thoughtfully to improve workflows and results. Communication Please note that interactions with both external and internal parties should be described. Interactions with direct reporting lines should not be mentioned. Director: Information ( Occasionally (once or twice a month or less)) Marketing Specialists / Marketing Operations / UX & Design: Cooperation (Continuous (daily or a number of times a day)) Product Managers: Cooperation, Persuasion (Frequent (about once a week)) DS&I / ML: Cooperation (Frequent (about once a week)) Business Units: Cooperation, Information ( Frequent (about once a week)) Marketplace - Genius: Cooperation, Information, Persuasion (Frequent (about once a week)) Level of Education: Bachelor degree Years of experience: Advanced Knowledge (5 - 8 years)

Core Responsibilities

Develop and deliver global loyalty messaging strategies and campaigns across the customer lifecycle, building campaign variations, personalization, segments, triggers, and automations hands-on. Own experimentation from planning and implementation through measurement and analysis, using results to improve trip transactions, revenue per trip, and customer value.

Requirements

Requires significant loyalty-program and CRM experience, strong hands-on campaign execution skills, and proficiency in SQL plus practical Python or JavaScript coding. Candidates should have experience with experimentation and analytics, project management, and cross-functional collaboration; a bachelor’s degree and 5–8 years of experience are specified.