About this 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 worl