Assistant Manager, Loyalty & CRM

We are looking for a hands-on and analytical marketer to support and grow our membership and loyalty ecosystem. This role is responsible for executing lifecycle strategies, improving member engagement, and contributing to the commercial performance of the loyalty programme. You will work closely with senior stakeholders across marketing, revenue, operations and finance to strengthen member acquisition, engagement and retention through CRM and marketing automation.

Loyalty Program Management

• Support the development and execution of the loyalty program roadmaps to drive member growth and repeat stays
• Monitor programme KPIs including member acquisition, activation, retention, tier progression and revenue contribution.
• Manage day-to-day operations of programs including member enrolment flows, benefits configuration and campaign setup.
• Track points accrual and redemption trends, and support liability monitoring and breakage analysis in partnership with Finance.
• Assist in evaluating programme enhancements based on performance data and competitor benchmarking.

CRM & Lifecycle Marketing

• Build and optimize automated lifecycle journeys across onboarding, pre-stay, post-stay, win-back and tier upgrade triggers.
• Execute email and CRM campaigns including segmentation, personalization and dynamic content deployment.
• Conduct A/B testing on subject lines, creative, offers and journey logic to improve engagement and conversion.
• Monitor email deliverability, database health and compliance with data regulations.

Campaign Execution & Member Growth

• Plan and execute loyalty-led campaigns to drive member acquisition, points earning and redemption.
• Collaborate with brand, digital marketing and property teams to ensure loyalty messaging is integrated into broader campaigns.
• Support tactical promotions that stimulate member activity while maintaining commercial discipline.

Analytics & Reporting

• Track and report regular insights on member behaviour, revenue contribution and campaign performance using CRM dashboards, Google Analytics and business intelligence tools.
• Maintain dashboards that track loyalty KPIs and campaign ROI.

Governance & Stakeholder Support

• Maintain CRM data accuracy through routine audits and quality checks.
• Develop and update SOPs and any documentation related to loyalty programme and email marketing operations.
• Support onboarding and training of property teams on loyalty processes and systems.
• Liaise with CRM vendors or internal tech teams on basic troubleshooting and system enhancements.
• Perform any other duties assigned by supervisor, carrying them out diligently and professionally.