Job Responsibilities:
This is a newly elevated role that sits at the intersection of commercial performance, guest experience, and strategic partnerships. You will own both our guest-facing loyalty programme and our corporate booker programme end-to-end – from strategy and CRM to campaigns and day-to-day operations. This is a hands-on leadership role. You'll work closely with Sales, Marketing, Operations, and Technology teams internally, and represent our brands externally at the partnership level.
Loyalty Programme Leadership (B2C and B2B)
- Own the strategy and performance of both our guest loyalty programme (B2C) and corporate booker programme (B2B), ensuring alignment with commercial and revenue objectives.
- Lead the rollout and ongoing integration of the loyalty programmes across our properties – covering staff training, system setup, member recognition, and benefit delivery
- Strategically define and evolve the value proposition for both programmes, driving their development, growth, and optimisation
- Serve as the main liaison and Brand Champion for the B2C loyalty programme, including participation in regional champion meetings and cross-functional committees (Marketing, Operations, Technology, Sales, PR).
- Partner with Sales to grow corporate booker sign-ups, deepen engagement, and shift more business to direct channels.
- Build and manage the annual loyalty budget, including programme costs, campaign spend, and CRM investment.
- Manage partnership-related costs and fees, and work with Finance to ensure accurate budgeting and reporting to ownership.
CRM & Lifecycle Marketing
- Lead our CRM strategy across both programmes — covering onboarding, pre-stay, post-stay, win-back, and tier progression communications.
- Ensure all CRM systems (B2C and B2B) are well-maintained, properly integrated with our PMS and other platforms, and used effectively across properties.
- Drive segmentation and personalisation strategies so that the right message reaches the right member at the right time.
- Own and develop the B2B corporate database as a strategic asset: maintain data integrity, manage tiering of corporate accounts by value, and ensure CRM workflows support account activation, re-engagement, and upsell across the corporate booker lifecycle.
- Define and implement CRM journeys specific to corporate bookers - including welcome sequences, mid-contract engagement, renewal prompts, and lapsed account win-back campaigns - to maximise corporate retention and direct booking share.
Performance & Insights
- Track and report on both B2C and B2B initiatives, including member acquisition, activation, retention, revenue contribution, and repeat stay behaviour, and identify opportunities to improve our performance within the programme.
- Present performance updates and strategic recommendations to senior leadership and, where relevant, hotel owners.
- Analyse programme performance and customer insights using tools such as Microsoft Power BI and post-stay feedback to identify opportunities for optimisation and growth.
- Establish and maintain a KPI dashboard covering both B2C and B2B programmes, with regular reporting cadence to senior leadership. Key metrics to include:
- B2C: Member enrolments, active member rate, repeat stay rate, room night contribution (% of total available room nights), revenue share, tier mix, and redemption rates.
- B2B: Corporate booker database size and growth, account activation rate, direct booking conversion, revenue per corporate account, and RFP win rate attributable to loyalty proposition.
- Programme-level: OTA-to-direct channel shift, total distribution cost savings, and breakeven progress against target
- Set annual and quarterly targets for each KPI in alignment with commercial objectives, and present progress and variance analysis to management on a monthly basis.
Campaigns & Member Growth
- Oversee planning and execution of loyalty-led campaigns to drive member growth, engagement, and revenue, ensuring alignment with broader marketing and sales initiatives.
- Identify and develop member benefit partnerships that strengthen our value proposition.
Operations & Governance
- Define SOPs and standards for how loyalty programmes are run across all properties and make sure property teams are equipped to deliver consistently.
- Ensure effective onboarding, training, and adoption of loyalty programmes and systems across property teams.
- Establish and oversee governance frameworks to ensure CRM data accuracy, integrity, and compliance across both B2C and B2B programmes. Undertake exercise with deduplication and account ownership review.
- Manage CRM and technology vendors, driving system enhancements, integrations, and issue resolution at a strategic level.
- Own data governance across both programmes: accuracy, integrity, and compliance.
Perform any other duties assigned by supervisor, carrying them out diligently and professionally
Job Requirements:
- Degree in Business, Marketing, Hospitality, or a related field
- Minimum 8 to 10 years of experience in loyalty and CRM, ideally in hospitality will be preferred
- Able to thrive in a fast-paced, dynamic environment, while being detail-oriented
- Proven experience leading CRM and loyalty strategy across both B2C and B2B segments
- Proven ability to build, track, and communicate KPIs and programme performance metrics to senior leadership, with experience using BI tools such as Power BI or equivalent.
- Demonstrate experience managing B2C and B2B corporate CRM databases, including account segmentation, lifecycle marketing, and direct booking strategies
- Hands-on with CRM platforms and comfortable with data tools
- Strong commercial acumen with ability to drive revenue growth, direct bookings, and customer engagement
- Strong communicator and relationship manager — you will work closely with external partners, internal stakeholders, property teams, and vendors all at once.
- Organised and process-oriented enough to build governance frameworks and SOPs
