The CRM Acquisition Manager is responsible for owning the implementation and optimization of CRM acquisition initiatives, delivering against the defined lifecycle strategy. The role focuses on converting prospects and new customers into engaged, contactable guests through effective onboarding, activation, and first-conversion journeys. Working closely with the CRM Lifecycle Strategy Manager, the role ensures acquisition programmes are executed at scale, monitored effectively, and continuously optimized to support sustainable growth. Own the implementation of CRM acquisition journeys in line with the lifecycle strategy, spanning lead generation, onboarding, activation, and first conversion. Execute and optimize acquisition campaigns and journeys across owned CRM channels, ensuring timely, accurate, and high-quality delivery. Manage day-to-day acquisition operations, including briefing, build, testing, deployment, and coordination with officers, contractors, creative agencies and delivery agencies. Monitor acquisition performance, tracking key metrics such as engagement, conversion, and early value, and providing insights to inform optimization. Identify gaps and opportunities within acquisition journeys and recommend improvements to the CRM Lifecycle Strategy Manager. Manage the Preference Centre and customer profile enrichment strategy, driving data capture that supports personalization, segmentation, and long-term lifecycle value. Apply data and insights (including propensity outputs and testing learnings) to optimize targeting, messaging, and cadence. Apply AI-enabled capabilities and data-driven insights (e.g. propensity scores, audience recommendations, send-time optimization, content variants) to improve targeting, relevance, and conversion, in line with agreed frameworks. Support testing and optimization of strategic use cases, contributing learnings and performance insights to inform lifecycle strategy evolution. Collaborate cross-functionally with Marketing, Digital, Loyalty, E-commerce, and Technology teams to support aligned acquisition delivery. Ensure governance and compliance, adhering to brand standards, data privacy, and operational processes across all acquisition activity. Manage and support officers and contractors, ensuring clear priorities, quality delivery, and operational consistency. Own weekly acquisition reporting and performance analysis, delivering clear insights on funnel performance, conversion rates, and early value metrics.