JOB DESCRIPTIONS
CRM & Loyalty Strategy
- Own the BTGR programme with P&L accountability and be responsible for financial KPIs to determine the success of the programme
- Develop and drive the Group's loyalty strategy, with a strong focus on growing the BreadTalk Group Rewards Programme
- Establish customer lifecycle frameworks across acquisition, engagement, retention, and reactivation
- Drive segmentation and personalisation strategies to enhance customer experience across all brands
- Identify opportunities to increase customer frequency, spend, and lifetime value
BreadTalk Group Rewards Programme Management
- Continuously enhance the BreadTalk Group Rewards Programme, including programme structure, mechanics, and member value proposition
- Monitor programme performance and drive initiatives to improve member acquisition, engagement, and retention
- Lead the expansion of partnerships to strengthen the loyalty ecosystem and enhance member benefits
- Provide strategic direction on corporate orders and partnership initiatives to ensure alignment with business objectives
Campaigns & Execution
- Oversee end-to-end campaign planning and execution across all channels (eDM, app push notifications, SMS, etc.)
- Drive automation and personalisation initiatives through CRM tools and platforms
- Establish testing and optimisation frameworks to improve campaign effectiveness and ROI
- Ensure timely and accurate deployment of communication materials across all touchpoints
Data Analytics & Insights
- Lead the analysis of customer data to derive actionable insights and recommendations
- Define and track key metrics, including member growth, retention rates, repeat purchase, and campaign performance
- Partner with internal stakeholders to translate insights into strategies that drive store traffic and sales
- Oversee reporting frameworks and regular performance updates to management
Digital Platform & App Management
- Act as the business owner of the BreadTalk Group Rewards Programme app
- Sound knowledge of programme technicalities to work alongside programme vendor
- Work closely with IT, vendors and digital teams to drive system enhancements, integrations, and new feature rollouts
- Oversee UI/UX improvements, incorporating feedback from stakeholders and customers
- Ensure the app experience remains customer-centric, seamless, and competitive
Stakeholder Management
- Collaborative, mature leader competent at stakeholder management to achieve business goals and organisational projects together
- Partner closely with Brand, Marketing, Operations, and external vendors to drive initiatives
- Align strategies across multiple brands within the Group
- Provide guidance to stakeholders on leveraging the loyalty programme to drive business performance
- Ensure smooth execution of campaigns, promotions, and partnerships across all outlets
Team Leadership
- Lead, mentor, and develop the Loyalty & Partnership team
- Set clear direction, priorities, and performance expectations
- Foster a data-driven and customer-centric culture within the team
JOB REQUIREMENTS
- Degree in Marketing, Business, Data Analytics, or related field
- Minimum 8–10 years of relevant experience in CRM, loyalty, or customer engagement roles, preferably in F&B, retail, or consumer industries
- Proven experience in managing and scaling loyalty programmes and CRM initiatives
- Strong analytical mindset with the ability to translate data into actionable insights
- Experience with CRM systems and marketing automation tools
- Strong stakeholder management and communication skills
- Prior experience in leading teams is preferred
- Self-driven, adaptable, and comfortable operating in a fast-paced environment
