Manager, Loyalty Marketing, APEC

About the role

The Manager, Loyalty Marketing, APEC is a commercially oriented, full-time management role based in Singapore, reporting to the Director, Loyalty Marketing, APEC. It drives member growth, engagement and retention across Asia Pacific excluding China for one of the world's largest hospitality loyalty programs, and sits at the intersection of loyalty strategy, CRM and experiential partnerships.

Key responsibilities

• Drive member growth, engagement and advocacy across APEC through loyalty-led initiatives that build program awareness, deepen usage and deliver locally relevant value.
• Develop and execute the continent's loyalty marketing plan (promotions, lifecycle programs, CRM strategy) aligned with global strategy.
• Define and manage CRM strategy across acquisition, onboarding, engagement, retention and reactivation, and plan and run loyalty-led campaigns on owned and paid channels.
• Use market research, member insights and data analytics to inform engagement strategies and personalisation.
• Design and optimise loyalty programs that drive advocacy and revenue, and act as gatekeeper for all member communications.
• Track and report program KPIs (acquisition, activation, retention, revenue, repeat stays) and oversee CRM data accuracy, integrity and compliance.
• Lead onboarding, training and adoption of loyalty programs and systems across property teams.
• Support activation of global and regional marketing partnerships, including campaign planning, agency management and event logistics.
• Work with Area Directors of Marketing, field marketing teams, continent-level agencies, MarTech, Enterprise Partnerships and Loyalty Operations, and partner with Revenue Strategy on promotions and offers.

Required profile

• 4-5 years of relevant experience in program management, marketing strategy, loyalty and lifecycle disciplines, ideally in hospitality, travel or a consumer brand.
• Experience managing and directing strategic partners, agencies and vendors; demonstrated relationship marketing skills are essential.
• Team player with a proven ability to lead and work with cross-functional teams.
• Proficiency in English; reading and writing in other Asian languages strongly preferred.

Required skills

• CRM and lifecycle marketing: segmentation logic, personalisation strategy and automated flows.
• Loyalty program mechanics (earn/burn, tiering, member value proposition).
• Data analysis and fluency with member behaviour data, campaign analytics and dashboards.
• Communication and brand stewardship across owned and paid channels, with copywriting instincts.
• Project management and execution across multiple workstreams.