Manager/Senior Manager, Loyalty & Partnership

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