CRM & Loyalty Manager

We are urgently seeking a data-driven and strategic CRM Loyalty Program Manager to join our team. The ideal candidate will be responsible for managing and optimizing loyalty programs, ensuring data accuracy, and driving customer engagement through personalized campaigns. This role requires strong analytical skills, creativity in campaign planning, and the ability to adapt changes.
1. Loyalty Performance Set-up and Reporting:
- Work closely with CMO and related HODs to build up the Loyalty program for Silverland Hospitality Group.
- Monitor, analyze, and report on loyalty program performance, including member acquisition, customer retention, coin redemption rate, app-member net transaction rate, engagement rates, and reward redemptions.
- Develop dashboards and visual reports to track key loyalty metrics and provide actionable insights and recommendations to improve loyalty program effectiveness.
- Collaborate with hotels' GMs and related stakeholders to identify opportunities for boosting loyalty participation and optimizing redemption rates.
- Conduct deep-dive analyses into loyalty data to uncover trends, customer behaviors, and areas for improvement.
2. Campaign Planning & Execution
- Develop and manage loyalty campaigns from concept to execution.
- Coordinate cross-channel marketing efforts, ensuring alignment with brand objectives.
- Test, measure, and optimize campaign performance, leveraging data to inform future strategies.
3. Loyalty feature & system testing
- Lead the testing of loyalty-related system changes and new feature releases.
- Collaborate with vendors and internal teams to review and validate new loyalty functionalities.
- Develop test cases, document results, and identify any bugs or discrepancies.
- Ensure changes align with loyalty program goals and provide feedback to vendors for improvements.
4. RFM Analysis
- Conduct Recency, Frequency, and Monetary (RFM) analysis to segment customers based on their customer behaviors.
- Identify high-value customer groups for targeted marketing campaigns.
- Use RFM insights and collaborate with related teams to enhance personalization strategies and boost customer loyalty.
JOB RELATION
- Direct reporting line: CMO
- Internal communication: BOD, Digital MKT, E-com, Marcom, IT, Hotels GMs & DOS.