Job Summary
The Senior Manager, Loyalty Digital Experience & Optimisation will lead the end-to-end digital journey of Resorts World Sentosa's new loyalty programme. This role oversees two critical functions:
- App Digital Experience - driving the design, delivery, and continuous improvement of the app and omni-channel touchpoints, including gamification strategies.
- Data & Analytics - unlocking insights from customer data to optimise conversion, engagement, and retention.
With a unique blend of digital marketing, CRM/loyalty, and consumer insights expertise, this role will be instrumental in enhancing customer engagement, driving spend, and growing loyalty through personalized, culturally attuned mechanics and experiences.
Key Responsibilities
1. Digital Experience Management
- Own the loyalty app experience roadmap, ensuring best-in-class UI/UX design, personalisation, and gamification features.
- Partner with product, tech, and creative teams to deliver digital journeys that are intuitive, rewarding, and conversion-focused.
- Lead A/B testing, usability studies, and app feature optimisation to maximize adoption and engagement.
- Ensure all digital touchpoints (app, web, in-resort QR, CRM) work cohesively to deliver a seamless omni-channel experience.
- Leverage experience with digital ecosystem such as WeChat mini-programs, Douyin, Xiaohongshu to build gamification journeys that align with local usage behaviors.
2. Data & Analytics for Conversion Optimisation
- Develop dashboards, KPIs, and performance tracking frameworks to measure loyalty funnel effectiveness (enrollment, activation, repeat visitation, cross-spend).
- Leverage consumer insights, behavioral analytics, and segmentation to drive targeted campaigns and retention strategies.
- Identify opportunities to improve conversion and reduce drop-offs across digital and in-resort journeys.
- Champion a test-and-learn culture to continually refine mechanics such as gamification, personalised offers, and lifecycle campaigns.
3. Cross-Functional & Partner Collaboration
- Work closely with IT and various sub-systems from different Business Units (Attractions, F&B, Hotels, Retail) and possibly tenant partners to integrate loyalty mechanics seamlessly.
- Collaborate with marketing, tech, and finance teams to ensure alignment of digital initiatives with business goals and programme economics.
- Partner with external vendors (CRM platforms, app developers, data providers) to deliver scalable digital solutions.
4. Leadership & Strategic Contribution
- Build and mentor a small team across app experience and analytics, fostering a culture of curiosity, creativity, and data-driven thinking.
- Contribute to the strategic direction of the loyalty programme by bringing global best practices from retail, F&B, and lifestyle loyalty ecosystems.
- Serve as an advocate for the member, ensuring that all digital initiatives enhance guest delight while meeting commercial objectives.
Required Qualifications
- Bachelor's degree in Marketing, Business, Data Analytics, or related discipline.
- At least 10 years of experience in digital marketing, CRM/loyalty, or customer insights, ideally with global brands or cross-market exposure.
Required Skills
- Proven track record in driving digital customer engagement and retention through CRM platforms, app ecosystems, and gamification strategies.
- Proven experience with digital platforms such as WeChat mini-programs, Douyin, Xiaohongshu will be an added advantage.
- Strong analytical skills with proficiency in data visualization tools (e.g., Power BI, Tableau) and customer segmentation techniques.
- Excellent communication and articulation skills, with the ability to influence senior stakeholders across cultures.
- Strong storytelling and articulation skills to translate data insights into business strategies.
- Passionate about consumer behavior, digital experience design, and loyalty innovation.
