Director, Loyalty & CRM

far east hospitality management (s) pte ltd

Singapore

8-10 Years

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Job Description

Custom Field 3: 17313

Director, Loyalty & CRM

Responsibilities

This is a newly elevated hands-on leadership 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.

Loyalty Programme Leadership

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.
Partner with Sales to grow corporate booker sign-ups, deepend 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 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.
Define and implement CRM journeys specific to corporate bookers to maximise corporate retention and direct booking share.

Performance & Insights

Track and report on both B2C and B2B initiatives.
Present performance updates and strategic recommendations to senior leadership and, where relevant, hotel owners.
Anlayse 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.

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 propety teams are equipped to delivery 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.

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

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About Company

far east hospitality management (s) pte ltdJob Source: www.linkedin.com

Job ID: 148340545

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Last Updated: 26-05-2026 06:11:18 AM

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