CRM & Email Marketing Specialist, Brendan Vacations

ABOUT US

Our philosophy at The Travel Corporation (TTC) is simple, we create enriching experiences for travelers by combining an unbeatable mix of exceptional service and quality at great value. As a global business with over 100 years of experience in the travel industry, our ethos of being ‘Driven by Service’, ensures we keep our values of passion, people and purpose at the heart of everything we do - designing and running immersive, innovative and responsible travel experiences for our guests across 70 countries. Join us in creating life-changing moments for every guest across our award-winning brands and experience the TTC difference. 

OUR VALUES

• Driven by service
• An inherent passion for travel
• Commitment to our customers and to our people
• Commitment to social responsibility and our 5-year sustainability strategy

ABOUT BRENDAN VACATIONS

Brendan Vacations, a proud brand within the TTC Tour Brands, has been the Celtic Expert in travel in North America for over 55 years. We are dedicated to creating authentic and immersive experiences across Scotland and Ireland, ensuring every journey is thoughtfully hand-crafted for each traveler. Our expertise comes from decades of personal connections, long-standing relationships, and deep knowledge of the communities we visit. From the best places to eat and drink to meeting local storytellers, we ensure every guest experiences the heart and soul of our homelands. When you travel with Brendan, we take you personally-because no one knows Scotland and Ireland like we do. We are committed to responsible travel and sustainability, ensuring that the destinations we love are preserved for future generations. 

POSITION SUMMARY

The CRM & Email Marketing Specialist for Brendan Vacations will play a key role in nurturing customer relationships and driving engagement through personalized, data-driven email and CRM campaigns. This role supports the strategy, execution, and optimization of customer journeys — inspiring travelers to discover Ireland and Scotland while maximizing conversion, loyalty, and repeat travel.

KEY RESPONSIBILITIES 

Email Marketing & Campaign Execution

• Build, test, and deploy email campaigns, journeys, and newsletters across B2C and B2B audiences using TTC’s CRM and Marketing Cloud platforms.
• Execute campaign briefs aligned with seasonal offers, product launches, and content storytelling.
• Ensure emails are on-brand, visually engaging, mobile-optimized, and technically sound across devices and inboxes.
• Support the Marketing Manager in developing audience segmentation, targeting, and personalization strategies to increase engagement and conversion.
• Collaborate with the marketing team to develop compelling subject lines, CTAs, and content that reflect Brendan’s warm, Celtic tone.

CRM Management & Customer Journey Optimization

• Assist in building automated and triggered customer journeys (welcome, nurture, post-booking, reactivation, etc.) to drive engagement throughout the traveler lifecycle.
• Maintain and update CRM data accuracy and segmentation criteria in collaboration with the global CRM and Data teams.
• Leverage insights from customer behavior and campaign data to refine targeting, frequency, and content strategy.
• Contribute to the evolution of a unified CRM strategy that deepens guest relationships and drives repeat travel.

Analytics & Reporting

• Track key campaign metrics (open rate, CTR, conversion, unsubscribe, deliverability) and compile insights for continuous improvement.
• Provide weekly and monthly performance reports with actionable recommendations.
• Partner with analytics teams to link email performance with broader KPIs such as lead generation, sales, and retention.
• Monitor A/B tests and report findings to optimize design, timing, and messaging.

Collaboration & Integration

• Work closely with marketing team to ensure seamless campaign coordination and adherence to brand standards.
• Align with the Brendan Vacations Marketing Content Specialist and Web Content Specialist to create consistent, cross-channel storytelling.
• Collaborate with the Sales and Contact Center teams to deliver tailored communications supporting trade and advisor engagement.
• Maintain close communication with Data Privacy and IT teams to ensure compliance with GDPR and CAN-SPAM regulations.

ROLE SUCCESS CRITERIA

• Deliver CRM and email campaigns on time, error-free, and aligned with brand and business objectives.
• Achieve target KPIs for engagement (open rate, CTR, conversion) and retention.
• Improve customer segmentation accuracy and personalization depth.
• Increase contribution of email marketing to total revenue and repeat bookings.
• Enhance subscriber growth and overall CRM health (list hygiene, deliverability, opt-in rates).
• Demonstrate proactive collaboration across departments and global shared services.

KEY INDIVIDUAL TRAITS  

• Attention to detail: Carefully reviews work to ensure accuracy, quality, and completeness. Adheres to rules and procedures. 
• Collaborative: Builds strong relationships and works cross-functionally with a consultative, co-creative approach to influence and align others in a fast-paced environment. 
• Adaptability: Demonstrates the ability to adjust effectively to changing environments, priorities, and challenges. Embraces new ideas and approaches with flexibility and openness. 

YOUR EXPERIENCE AND EXPERTISE 

• 2–4 years of CRM, email marketing, or digital communications experience, preferably in travel, tourism, or hospitality.
• Proficiency with Salesforce Marketing Cloud required and Kaptio a plus.
• Strong understanding of email automation, segmentation, and dynamic content best practices.
• Familiarity with HTML and responsive design principles preferred.
• Analytical mindset with ability to interpret campaign metrics and translate insights into action.
• Excellent attention to detail, organizational skills, and ability to manage multiple projects simultaneously.
• Collaborative team player with clear communication skills and creative problem-solving ability.
• Passion for travel and an appreciation for Celtic destinations (Ireland and Scotland) strongly preferred.
• Curious, data-driven, and motivated to create meaningful customer experiences that inspire connection and loyalty.

TRAVEL & OTHER REQUIREMENTS

• Work Location: Hybrid (office and remote), Costa Mesa, CA