The role
International Growth – CRM, Loyalty & Incentives Manager I Tripadvisor
About Tripadvisor
The Tripadvisor Group connects people to experiences worth sharing, and aims to be the world’s most trusted source for travel and experiences. We leverage our brands, technology, and capabilities to connect our global audience with partners through rich content, travel guidance, and two-sided marketplaces for experiences, accommodations, restaurants, and other travel categories. The subsidiaries of Tripadvisor, Inc. (Nasdaq: TRIP), include a portfolio of travel brands and businesses, including Tripadvisor, Viator, and TheFork.
Focus: Localizing reward and CRM structures, incentive testing, lifecycle localization, and regional customer retention.
Value is perceived differently across the globe, and so is relevance. This role owns both what value proposition, offer, and incentive we lead with, and how we communicate it — defining what "loyalty" means in different cultures, deploying the right incentives (from points to experiential rewards) to drive long-term LTV, and ensuring CRM messaging and lifecycle journeys resonate locally.
Job Location: Hybrid
This role is a hybrid position that requires 2 days per week in our London office.
Key Responsibilities
- Localized Incentive Design: Develop and test regional-specific incentive structures (e.g., cashback vs. points vs. gamification) based on local consumer behavior.
- Market Localization: Adapt global CRM strategy for regional nuances, directing priorities for email, push, and SMS campaigns across international markets, with the core CRM team owning execution..
- Opportunity Mapping: Identify untapped growth levers in specific regions through deep-dive data analysis and market research.
- Competitive Benchmarking: Perform quarterly audits of international competitors to ensure our CRM and incentive tactics remain ahead of local market trends.
- Predictive Retention: Use AI modeling to identify "at-risk" segments in specific markets and deploy preemptive incentive offers.
- AI-Driven Content: Utilize GenAI tools to scale localized content creation and perform sentiment analysis on regional feedback.
Required Skills
- Cross-Cultural Literacy: Proven experience managing CRM and/or incentives in at least two distinct global regions (e.g., EMEA, APAC, LATAM).
- Incentive Psychology: Deep understanding of behavioral economics and how it varies by culture.
- AI Proficiency: Ability to use AI for insight generation, prototyping new ideas, and accelerating output .
- Analytical Rigor: Strong analytical skills and the ability to interpret test results and form new hypotheses and learning agendas.
What We Offer
- Competitive compensation packages (routinely benchmarked against the latest industry data), including base salary and annual bonuses
- “Work your way” with flexibility to suit your lifestyle. Tripadvisor Group takes a remote-friendly approach to collaboration across a worldwide team, with the option to join on-site as often as you’d like or as required by your team.
- Flexible schedule. Work-life balance is ingrained in our culture by design. Trust and accountability make it work.
- Donation matching. Give back? Give more! We match qualifying charitable donations annually.
- Tuition assistance. Want to level up your career? We love to hear it! Receive annual support for qualified programs.
- Lifestyle benefit. An annual benefit to spend on yourself. Use it on travel, wellness, or whatever suits you.
- Travel perks. We believe that travel is employee development, so we provide discounts and more.
- Employee assistance program. We’re here for you with resources and programs to help you through life’s challenges.
- Health benefits. We offer great coverage and competitive premiums.
- Generous referral scheme. Help us grow and be rewarded with generous awards for referring successful candidates.
Our Cultural Pillars:
Traveler first
We exist to create value for our customer, the traveler. We enable our suppliers and partners to unlock this value. Their collective behaviors and insights are what drives us.
Execution is our edge
We act fast, experiment, learn from failure, iterate, and improve the solutions of tomorrow across every aspect of our business. Our execution is agile, data-driven, prioritised, and built to scale. We assume no problem is someone else’s problem and finish what can be done today, knowing tomorrow will bring fresh challenges.
We succeed together
The best outcomes are driven by empathic, humble, and diverse subject matter experts working toward shared goals. We collaborate relentlessly, challenge assumptions, give actionable feedback, and set each other up for success through empowered teams with a clear charter. We transparently take ownership of our growth, individually and as a team. We celebrate the quality of our effort, our learnings, and our collective achievements.
We strive to create an accessible and inclusive experience for all candidates. If you need a reasonable accommodation during the application or the recruiting process, please make sure to reach out to your individual recruiter or our team at AccessibleRecruiting@tripadvisor.com.
If you have any additional questions about careers at Tripadvisor you can email us at recruitment@tripadvisor.com. We have all the answers!
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