Director of Customer Value Management



Customer Service
London, UK
Posted on Thursday, January 25, 2024

About Viator

Viator, a Tripadvisor company, is the leading marketplace for travel experiences. We believe that making memories is what travel is all about. And with 300,000+ travel experiences to explore—everything from simple tours to extreme adventures (and all the niche, interesting stuff in between)—making memories that will last a lifetime has never been easier. With industry-leading flexibility and last-minute availability, it's never too late to make any day extraordinary. Viator. One app, 300,000+ travel experiences you’ll remember.

As the Director of Customer Lifecycle Management, you will be responsible for overseeing the creation and implementation of strategies that maximise customer value and loyalty, globally. You will be joining us at an exciting time, as our fast (acquisition) growth means we need a strong, proven leader to help us build and scale capabilities around our customer base.

Your primary responsibility will be to strategize, design, and implement best in class lifecycle programs and communication, driven by building a solid foundation of customer data and customer analytics. The scope of the B2C CVM team you will lead stretches from acquisition (lead generation) to the entire CVM lifecycle of nurture, growth, and retention. Globally and across all our product categories.

By leveraging data-driven insights and innovative techniques, you will drive customer loyalty, satisfaction, and advocacy, ultimately leading to increased revenue and customer lifetime value.

This role requires a strategic thinker, a hands-on problem solver, and someone with strong mastery of performance data. This role also requires a collaborative leader who can work well cross-functionally with other teams to coordinate and deliver the end-to-end journey for customers.

Demonstrable personal expertise with customer analytics and customer data is a must, along with lifecycle marketing experience. Proven experience in B2C environments and in building and growing a CVM capability in a fast growth environment is essential.

We have a strong preference for candidates that have travel industry experience, MarTech fluency, and a track record creating and growing CVM programmes such as loyalty, promotions, and services.

What you will be doing

  • Develop the Customer Value Management strategy, design the roadmap and capabilities, and manage build and implementation to create a world-class CVM function.
  • Lead the marketing team responsible for campaigns, lifecycle comms, and execution through our mix of marketing channels (email, app push, paid, etc)
  • Own and drive key commercial metrics such as upsell, cross-sell, and retention. Conduct regular analysis of customer data and trends to identify opportunities for upselling, cross-selling, and revenue growth.
  • Create and implement a customer segmentation strategy to deliver personalized experiences and targeted communications across various stages of the customer lifecycle.
  • In collaboration with our analytics and data science teams, drive internal mastery of our customer data and analytics data to enable a data-driven decision making culture.
  • Stay updated on industry trends, emerging technologies, and best practices to drive innovation and maintain a competitive edge.
  • Collaborate closely with other marketing teams to drive holistic outcomes across customer acquisition and retention, ensuring a seamless transition from prospect to first time customer to loyal customer.
  • Lead the strategy and growth plans of our services and solutions aimed at existing customers, across loyalty, content, promotions, and propositions.

Who you are:

We have a core set of Viator values, which all successful candidates must possess, along with the relevant expertise and experience. These are described below.

  • Proven experience (10+ years) in one or more of following disciplines: marketing lifecycle management, customer relationship management, customer data & analytics, customer proposition and services.
  • Proven experience (5+ years) in leading a Customer Value Management (CVM) function, responsible for orchestrating and coordinating teams in the functions stated in the bullet above.
  • Strong strategic thinking and analytical skills, with the ability to interpret data and insights to drive decision-making.
  • Demonstrated success in developing and executing customer lifecycle strategies and programs that resulted in increased customer retention and revenue growth.
  • Demonstrated success in building and growing best-in-class capabilities that drive best-in-industry commercial outcomes for a B2C business.
  • Results-oriented mindset, and data and analytics fluency for decision-making
  • Demonstrated ability to build and lead high-performing teams, fostering a culture of collaboration, innovation, and excellence.

Perks of Working at Viator

  • Competitive compensation packages, including base salary, annual bonus, and equity.
  • “Work your way” with flexibility to suit your lifestyle. We take a remote-friendly approach to collaboration, with the option to join on-site as often as you’d like in select locations.
  • 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.

Our Values

We aspire to lead; We’re relentlessly curious;... want to know more? Read up on our values:

  • We aspire to lead. Tap into your talent, ambition, and knowledge to bring us – and you – to new heights.
  • We’re relentlessly curious. We push beyond the usual, the known, the “that’s just how it’s done.”
  • We’re better together. We learn from, accept, respect, support, and value one another– and are creating something remarkable in the process.
  • We serve our customers, always. We listen, question, respond, and strive for wow moments.

We strive for better, not perfect. We won’t get it right the first time – or every time. We’ll provide a safe environment in which to make mistakes, iterate, improve, and grow.

Our workplace is for everyone, as is our people powered platform. At Tripadvisor, we want you to bring your unique identities, abilities, and experiences, so we can collectively revolutionize travel and together find the good out there.

If you need a reasonable accommodation or support during the application or the recruiting process due to a medical condition or disability, please reach out to your individual recruiter or send an email to and let us know the nature of your request. Please include the job requisition number in your message.