Senior Manager, Travel Pass Loyalty – Customer Acquisition & Engagement (Hybrid)

📌 Core Information

🔹 Job Title: Senior Manager, Travel Pass Loyalty – Customer Acquisition & Engagement (Hybrid)

🔹 Company: Sonesta

🔹 Location: Newton, MA

🔹 Job Type: Full-Time

🔹 Category: Hospitality

🔹 Date Posted: May 14, 2025

🔹 Experience Level: 5+ years

🔹 Remote Status: Hybrid (3 days on-site, 2 days remote)

🚀 Job Overview

Key aspects of this role include:

• Developing and implementing customer acquisition and engagement strategies to grow the Sonesta Travel Pass member base and increase loyalty-driven revenue.
• Owning the early member journey, including onboarding, activation, and conversion to second stays.
• Partnering with cross-functional teams to deliver a consistent, compelling customer experience across digital, on-site, and communication touchpoints.
• Monitoring performance metrics, analyzing customer behavior data, and continuously refining campaigns to improve acquisition and retention KPIs.
• Championing innovative approaches to grow membership, deepen engagement, and increase lifetime value.

ASSUMPTION: This role requires a strategic mindset and strong analytical skills to succeed in driving customer acquisition and engagement.

📋 Key Responsibilities

✅ Develop and implement customer acquisition and engagement strategies to grow the Sonesta Travel Pass member base and increase loyalty-driven revenue.

✅ Own the early member journey, including onboarding, activation, and conversion to second stays.

✅ Partner with cross-functional teams to deliver a consistent, compelling customer experience across digital, on-site, and communication touchpoints.

✅ Monitor performance metrics, analyze customer behavior data, and continuously refine campaigns to improve acquisition and retention KPIs.

✅ Champion innovative approaches to grow membership, deepen engagement, and increase lifetime value.

✅ Develop and present business cases and strategic plans, including financial forecasting and ROI analysis.

✅ Oversee marketing campaign development and execution, leveraging CRM and loyalty platforms to personalize and optimize member communications.

ASSUMPTION: This role requires strong collaboration and communication skills to work effectively with cross-functional teams and influence stakeholders.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Communications, Business, or a related field required; MBA preferred.

Experience: 5+ years of experience in loyalty marketing, CRM, or customer lifecycle management, with a strong track record in acquisition and engagement strategies.

Required Skills:

• Proven experience in loyalty marketing, CRM, or customer lifecycle management.
• Strong analytical skills and data-driven mindset.
• Excellent communication and collaboration skills.
• Proficient in Microsoft Office suite.
• Familiarity with CRM and loyalty platforms (e.g., Salesforce).

Preferred Skills:

• Hospitality industry experience.
• Proficiency in data visualization tools (e.g., Tableau, Power BI).
• Fluency in additional languages.

ASSUMPTION: While not explicitly stated, proficiency in CRM and loyalty platforms is likely required for this role.

💰 Compensation & Benefits

Salary Range: $100,000 to $120,000 per year. Base pay offer may vary depending on various factors, including but not limited to job-related knowledge, skills, and job-specific/overall experience.

Benefits:

• Medical, Dental, and Vision Insurance
• Health Savings Account with Company Match
• 401(k) Retirement Plan with Company Match
• Paid Vacation and Sick Days
• Sonesta Hotel Discounts
• Educational Assistance
• Paid Parental Leave
• Company Paid Life Insurance
• Company Paid Short Term and Long Term Disability Insurance
• Various Employee Perks and Discounts
• Hospital Indemnity
• Critical Illness Insurance
• Accident Insurance

Working Hours: Full-time, with a hybrid work arrangement (3 days on-site, 2 days remote).

ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles and experience levels. Actual offers may vary.

📌 Applicant Insights

🔍 Company Context

Industry: Hospitality. Sonesta is a collection of hotels, resorts, suites, and cruises with a rich history celebrating over 85 years in hospitality. They operate under 13 brands, consisting of 1,100 hotels, 100,000+ rooms across three continents.

Company Size: 10,001+ employees. As one of the largest hotel companies in the US, Sonesta offers a wide range of career opportunities and growth potential.

Founded: Sonesta's history dates back to the classic hoteliers of the mid-20th century.

Company Description:

• Sonesta is committed to providing genuine experiences, reflective of the culture and personality of each destination.
• Their award-winning guest loyalty program, Sonesta Travel Pass, offers guests a variety of travel experiences, free nights, value-added perks, and points redeemable at any of Sonesta's hotels.
• Sonesta values integrity, authenticity, quality, and concern, fostering a Culture of Caring for guests, employees, and communities.

Company Specialties:

• Integrity. Authenticity. Quality. Concern. These four cornerstones keep the Sonesta family of hotels strong.
• Sonesta invites you to experience their Culture of Caring for yourself.

Company Website: http://www.sonesta.com

ASSUMPTION: Sonesta's extensive portfolio and diverse brands provide ample opportunities for career growth and development within the company.

📊 Role Analysis

Career Level: Mid to Senior-level management role, reporting directly to the Vice President of Loyalty Marketing.

Reporting Structure: This role is part of the Loyalty Marketing team and will have direct reports, including Loyalty Marketing Managers and Analysts.

Work Arrangement: Hybrid work arrangement with 3 days in the Newton headquarters and 2 days remote.

Growth Opportunities:

• Potential to grow into a leadership role within the Loyalty Marketing team or expand into other areas of the business.
• Opportunities to work on high-impact projects and initiatives that drive significant business results.
• Access to professional development and training opportunities to enhance skills and advance career growth.

ASSUMPTION: This role offers a unique opportunity to make a significant impact on Sonesta's loyalty program and customer experience, with ample room for growth and development.

🌍 Location & Work Environment

Office Type: Corporate office environment with a hybrid work arrangement.

Office Location(s): 400 Centre St, Newton, Massachusetts 02458, US

Geographic Context:

• Newton, MA, is a suburban city near Boston, offering a mix of urban and rural living with easy access to outdoor recreation and cultural attractions.
• The Newton office is conveniently located near public transportation, shopping, and dining options.
• Newton's diverse and inclusive community provides a welcoming work environment for employees.

Work Schedule: Full-time, with a hybrid work arrangement (Monday, Tuesday, Thursday, and Friday on-site; Wednesday remote).

ASSUMPTION: The hybrid work arrangement offers flexibility and a healthy work-life balance, while the Newton office provides a collaborative and engaging work environment.

💼 Interview & Application Insights

Typical Process:

• Phone or video screen with the Talent Acquisition team.
• Interview with the hiring manager (Vice President of Loyalty Marketing) and a member of the Loyalty Marketing team.
• Final interview with the Senior Vice President of Marketing.

Key Assessment Areas:

• Strategic thinking and problem-solving skills.
• Analytical skills and data-driven mindset.
• Communication and collaboration skills.
• Cultural fit and alignment with Sonesta's values.

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Demonstrate your understanding of loyalty marketing, CRM, and customer lifecycle management in your application materials.
• Showcase your ability to develop and implement strategic plans and campaigns to drive customer acquisition and engagement.
• Prepare for behavioral interview questions that focus on your problem-solving skills, collaboration, and adaptability.

ATS Keywords: Loyalty Marketing, CRM, Customer Lifecycle Management, Acquisition Strategies, Engagement Strategies, Data Analysis, Campaign Tracking, Strategic Thinking, Business Mindset, Cross-Functional Collaboration, Communication Skills, Analytical Skills, Agility, Adaptability, Microsoft Office Proficiency

ASSUMPTION: Sonesta's application process is designed to assess your skills, experience, and cultural fit for the role, with a focus on strategic thinking, analytical skills, and communication.

🛠️ Tools & Technologies

• CRM and loyalty platforms (e.g., Salesforce)
• Microsoft Office Suite
• Data visualization tools (e.g., Tableau, Power BI)
• Campaign tracking tools

ASSUMPTION: Familiarity with CRM and loyalty platforms, Microsoft Office Suite, and data visualization tools is essential for success in this role.

👔 Cultural Fit Considerations

Company Values:

• Integrity
• Authenticity
• Quality
• Concern

Work Style:

• Collaborative and team-oriented
• Data-driven and strategic
• Adaptable and agile
• Customer-focused

Self-Assessment Questions:

• Do you embody Sonesta's core values of integrity, authenticity, quality, and concern?
• Are you comfortable working in a hybrid environment, balancing on-site collaboration and remote work?
• Do you thrive in a data-driven, strategic, and collaborative work environment?

ASSUMPTION: Sonesta's Culture of Caring emphasizes integrity, authenticity, quality, and concern, fostering a supportive and inclusive work environment.

⚠️ Potential Challenges

• Managing multiple stakeholders and cross-functional teams to deliver consistent customer experiences.
• Balancing strategic planning and execution with day-to-day campaign management.
• Adapting to a hybrid work environment and maintaining productivity.
• Meeting and exceeding performance metrics and KPIs in a competitive industry.

ASSUMPTION: These challenges can be overcome with strong communication, collaboration, and adaptability skills, as well as a strategic and data-driven mindset.

📈 Similar Roles Comparison

• This role is unique in its focus on customer acquisition and engagement within the loyalty marketing space, with a hybrid work arrangement.
• Compared to other loyalty marketing roles, this position offers a broader scope of responsibilities and the opportunity to drive significant business impact.
• Career progression may include moving into a leadership role within the Loyalty Marketing team or expanding into other areas of the business.

ASSUMPTION: This role provides a unique opportunity to make a significant impact on Sonesta's loyalty program and customer experience, with ample room for growth and development.

📝 Sample Projects

• Developing and executing a targeted campaign to convert first-time guests into repeat, high-value customers.
• Optimizing the early member journey to improve onboarding, activation, and conversion rates.
• Analyzing customer behavior data to identify trends and opportunities for targeted engagement and personalization.

ASSUMPTION: These sample projects demonstrate the strategic and data-driven nature of the role, focusing on customer acquisition, engagement, and retention.

❓ Key Questions to Ask During Interview

• What are the biggest challenges facing the Sonesta Travel Pass program, and how can this role address them?
• How does this role collaborate with other teams within the Loyalty Marketing department and the broader organization?
• What opportunities exist for growth and development within the Loyalty Marketing team and the broader organization?
• How does Sonesta support work-life balance for employees, particularly in a hybrid work arrangement?
• What are the key performance indicators (KPIs) for this role, and how will success be measured?

ASSUMPTION: Asking thoughtful and insightful questions demonstrates your interest in the role and commitment to success.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Prepare for behavioral interview questions that focus on your problem-solving skills, collaboration, and adaptability.
• Research Sonesta's company culture, values, and recent projects to demonstrate your enthusiasm and preparation for the role.
• Follow up with the hiring manager or talent acquisition team one week after submitting your application to express your continued interest in the position.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.