CRM & Lifecycle Specialist

CRM & Lifecycle Specialist

Basecamp Resorts Ltd., Canmore or Calgary AB

About Basecamp Resorts & Everwild

Basecamp is a rapidly growing chain of boutique hotels based in Canmore, Banff, Lake Louise & Kananaskis in Alberta and Revelstoke in British Columbia. We are an energetic team driven by our core values and providing our guests a home away from home.

Everwild Nordic Spa and Hotel aims to raise the bar in wellness hospitality, blending authentic tradition with fresh, evolving experiences. Everwild is redefining mountain hospitality.

Why Work for Us?

• Quarterly profit share program!
• Group health benefits plan (Dental, Vision, Paramedical, and more)
• Generous staff discounts at all our properties
• Family and friends discount at Basecamp properties
• Free access to the Everwild Nordic Spa
• Discounts on food & beverage at Rhythm & Howl
• Company paid staff events.
• Room for advancement in our growing company
• Be part of western Canada's fastest-growing hospitality brand
• A hands-on people focused Basecamp culture

Position Overview

The CRM & Lifecycle Specialist will lead the setup, mapping, and ongoing management of Basecamp's CRM ecosystem, including the hospitality CRM supporting Basecamp Resorts and Everwild, and the investment CRM supporting the Capital Division. This hands-on role combines CRM implementation, data architecture, marketing automation, and lifecycle strategy to turn first-time guests, spa visitors, and investor leads into loyal, repeat customers.

Working closely with Marketing, Revenue Management, Operations, Guest Experience, IT, and the Capital Division, this role builds the guest data foundation, segmentation, and automated journeys that deliver the right message at the right moment, from first enquiry through booking, pre-arrival, stay, post-stay, and return.

In the first year, a key focus will be mapping current systems, data sources, and customer journeys, then designing and implementing CRMs that give each business a clear, connected view of its customers. Longer term, success will be a scalable, well-governed CRM ecosystem that grows direct bookings, repeat visitation, and customer lifetime value, while making it easy for the business to launch new properties and brands into a consistent lifecycle program.

Salary: $70,000 - $90,000 yearly depending on experience
Shifts: Full-time, Permanent
Location: Canmore or Calgary AB. Remotely within Canada maybe considered.

Key Responsibilities:

CRM Setup, Mapping & Implementation

• Lead the setup and implementation of CRMs for hospitality (Basecamp Resorts and Everwild) and investments (Capital Division), from requirements and platform selection through configuration, testing, and launch.
• Map the current state across both businesses, including systems, data sources, data flows, customer touchpoints, and journeys, and identify gaps, duplication, and opportunities.
• Design the CRM data model, including objects, fields, records, lifecycle stages, pipelines, and naming conventions, with clear rules for how guest and investor data is shared or kept separate.
• Configure the investment CRM to support investor and real estate sales, including prospect data management, lead capture, scoring, pipeline stages, deal tracking, and handoff to the Capital team.
• Plan and manage data migration, imports, cleansing, field mapping, deduplication, and reconciliation from existing systems, third-party prospect databases, spreadsheets, InvestNext, FrontFundr, and other lists.
• Drive user adoption by defining processes, permissions, and training for Marketing, property, spa, and Capital teams.

CRM Data, Integrations & Governance

• Own ongoing administration, configuration, and the roadmap of Basecamp's CRM and marketing automation platforms.
• Build a unified guest profile by integrating the hospitality CRM with the PMS, booking engines, spa and dining reservation systems, POS, and website forms.
• Establish data standards, hygiene, and governance so customer data is accurate, complete, and usable.
• Ensure compliance with CASL, CAN-SPAM, PIPEDA, and applicable privacy legislation, including consent management, preference centres, and unsubscribe processes.
• Partner with IT, the Web team, and vendors on APIs, data flows, and tracking to keep systems connected and reliable.

Lifecycle Strategy & Guest Journeys

• Collaborate with the Marketing team on the overall customer lifecycle strategy across acquisition, conversion, pre-arrival, in-stay, post-stay, win-back, and loyalty stages.
• Design, build, and optimize automated, AI-supported journeys and touchpoints, including welcome series, booking confirmations, pre-arrival upsells, post-stay surveys, abandoned booking, birthday, and re-engagement flows.
• Create cross-brand journeys that introduce hotel guests to Everwild and other Basecamp experiences, driving cross-sell and repeat visitation.
• Build lead-nurture journeys for the Capital Division that move investor and real estate prospects from enquiry to conversion.
• Support the evaluation, design, and launch of loyalty, membership, or guest recognition programs.

Lead Scoring, Segmentation & Campaigns

• Design and maintain lead scoring models for investor and real estate prospects, and for hospitality leads such as groups, weddings, corporate events, and spa memberships, aligning criteria and handoff thresholds with sales teams.
• Build and manage consent-compliant guest and investor segments based on behaviour, booking history, spend, preferences, engagement, lifecycle stage, and enrichment data for targeting, lookalikes, and spend optimization.
• Develop data capture and list growth strategies across websites, Wi-Fi, check-in, spa, dining, and events, including progressive profiling.
• Plan and execute email, SMS, and other owned-channel campaigns, managing the campaign calendar and frequency across brands.
• Partner with the Marketing team on email design, campaign creative, and marketing messaging to ensure CRM communications align with brand voice, campaign strategy, and guest experience goals.
• Personalize content, offers, and timing using guest data, dynamic content, and triggered messaging.
• Manage email deliverability, sender reputation, suppression lists, templates, and QA to ensure consistent, accessible, error-free communications.

Analytics, Testing & Optimization

• Define and report on lifecycle KPIs, including direct booking revenue, repeat rate, customer lifetime value, list growth, engagement, and attribution.
• Run A/B and multivariate tests on subject lines, content, offers, timing, and journey logic to continuously improve performance.
• Integrate guest feedback, surveys, NPS, and review data into the CRM to inform service recovery, segmentation, and personalization.
• Build dashboards and share regular insights with leadership, Finance, and other departments to create a clearer picture of guest, investor, and market profiles.
• Lead ongoing R&D into market trends, emerging tools, AI-powered personalization, predictive analytics, and automation to improve efficiency, guest experience, and competitive positioning.

Leadership & Collaboration

• Own the CRM and lifecycle roadmap, aligning priorities with marketing, revenue, operations, and guest experience goals.
• Manage CRM and marketing technology vendors, agencies, and budgets, setting clear scopes, standards, and deliverables.
• Train and support property and Marketing teams on CRM use, data capture, and best practices.
• Document processes, journeys, data definitions, and integrations to support scalability and continuity.

Requirements

• 5+ years of experience in CRM, lifecycle, retention, or email marketing, ideally in hospitality, travel, wellness, or a multi-brand consumer environment.
• Proven experience leading CRM implementations, including requirements gathering, system and data mapping, data modelling, migration, and user adoption.
• Hands-on expertise administering a CRM or marketing automation platform such as Salesforce, HubSpot, Klaviyo, Revinate, or similar.
• Proven success building lead scoring models, automated journeys, segmentation, and personalization that drive measurable revenue and retention.
• Experience integrating CRM with booking engines, PMS, POS, or e-commerce systems is considered an asset.
• Experience managing vendors and agencies and working with cross-functional stakeholders.
• Experience with both B2C (guest) and B2B or sales-pipeline (investor, real estate) CRM use cases is an asset.

Knowledge

• Strong understanding of customer lifecycle marketing, lead management, retention strategy, loyalty, and customer lifetime value.
• Solid understanding of lead scoring, segmentation, attribution, and predictive or AI-driven modelling.
• Working knowledge of data structures, SQL, APIs, and data integration concepts.
• Solid understanding of CASL, CAN-SPAM, PIPEDA, consent management, and email deliverability best practices.
• Proficiency with analytics and reporting tools such as GA4, Looker Studio, Power BI, or Tableau.
• Ability to translate data into clear insights and actionable recommendations for non-technical stakeholders.

Basecamp Resorts and Everwild is an equal opportunity employer, dedicated to building a workplace that values diversity and ensures equal opportunities for all. We are committed inclusion; we celebrate differences and actively welcome applications from individuals of underrepresented backgrounds and communities. We comply with all applicable laws that prohibit discrimination when making all decisions about employment. If you would like to enquire about an adjustment, or need assistance with completing the application process, please contact Beth at [email protected] to discuss your needs confidentially.