Manager, CRM & Loyalty Strategy

JOB DESCRIPTION

AIM OF THE JOB:

The CRM & Loyalty Strategy Manager is responsible for leading the strategic direction, customer intelligence, loyalty campaign planning, revenue stream development, customer journey design and integrated marketing communications oversight for the Loyalty platform. This role ensures the Loyalty platform is data-led, commercially meaningful, customer-centric and aligned with the overall business objectives of the CRM & Loyalty Program.

This role defines what the CRM & Loyalty Program should do, why it should be done, who should be targeted, what business value it should create and how success should be measured.

KEY AREAS OF RESPONSIBILITY

1. CRM Intelligence, Segmentation and Performance Insights - 40%

• Develop customer segmentation frameworks based on member lifecycle, spending behaviour, tier movement, mall visitation, category preference, offer usage, redemption behaviour and campaign responsiveness.
• Analyse Loyalty platform data to identify growth opportunities, customer behaviour patterns, underperforming segments and targeted campaign opportunities.
• Monitor key loyalty performance indicators, including member growth, active rate, transaction frequency, spend uplift, redemption rate, campaign participation, customer lifecycle movement and retention.
• Translate platform reports, dashboards into actionable insights for campaign planning and management decision-making.
• Identify priority customer segments for acquisition, activation, retention, reactivation and spend uplift.
• Provide insight-based recommendations to Digital Growth, Partnership and Operations teams to ensure campaigns and activations are customer-led rather than activity-led.
• Build consistent definitions and logic for loyalty reporting, ensuring performance metrics are understood and applied consistently across stakeholders.
• Conduct post-campaign analysis and develop performance learnings to improve future loyalty activities.

2. Loyalty Campaign Strategy, Scheme Design and KPI Planning - 15%

• Lead the strategic design of Loyalty platform campaigns, including campaign objectives, target audience, campaign mechanics, eligibility rules, reward structure, KPI framework and success measurement.
• Ensure each campaign contributes to annual CRM & Loyalty Program objectives, including member acquisition, active rate improvement, transaction growth, offer usage, tenant participation and revenue contribution.
• Develop campaign briefs for Digital Growth & Media Manager, Partnership & Commercial Manager and Operations & Customer Experience Manager.
• Define the type of offers, vouchers, tenant categories or commercial propositions required based on customer insights and campaign objectives.
• Ensure campaign schemes are practical, measurable, customer-friendly and operationally feasible.
• Conduct campaign review sessions to assess performance, identify gaps and recommend future improvements.
• Build campaign playbooks and benchmarks to improve campaign planning discipline over time.

3. Revenue Stream Strategy and Commercialisation Planning - 15%

• Strategise new revenue streams for the Loyalty platform.
• Identify potential commercialisation opportunities, including tenant campaign participation fees, sponsored placements, paid media inventory, partnership packages, data-led campaign packages, platform-related fees, joint activations and other loyalty-related revenue models.
• Develop the revenue model and commercial logic for Loyalty platform monetisation.
• Work with the Partnership & Commercial Manager to translate revenue opportunities into tenant-facing propositions.
• Work with the Digital Growth & Media Manager to identify digital inventory that may support media or sponsorship monetisation.
• Define revenue tracking requirements and ensure performance can be reported clearly to management.
• Prepare business cases and strategic recommendations for new commercial opportunities.
• Monitor revenue stream performance and recommend adjustments to improve commercial scalability.

4. Customer Journey Design and Marketing Automation - 10%

• Design customer lifecycle journeys across onboarding, first transaction, activation, repeat purchase, tier progression, redemption, dormancy prevention and reactivation.
• Define automation triggers, journey logic, target segments, messaging objectives and performance indicators.
• Work with the Digital Growth & Media Manager to translate customer journeys into eDM, push notification, app banner and owned digital communication execution.
• Monitor journey performance and identify opportunities to improve conversion, engagement and retention.
• Use customer data, campaign performance and operational feedback to refine journey logic over time.
• Ensure marketing automation is used to create relevant, timely and meaningful engagement rather than one-off promotional blasts.

5. IMC Campaign Oversight - 20%

• Oversee Integrated Marketing Communications planning for Loyalty platform campaigns.
• Ensure campaign message, creative direction, channel plan, mechanics, tenant offers, app setup, offline activation and operational readiness are aligned as one coherent campaign.
• Manage creative agency involvement where loyalty campaigns require campaign concept, key visual direction, creative strategy or communication framework.
• Ensure campaign communications across Loyalty application, eDM, push notification, social media, on-ground activation, mall channels and tenant touchpoints are strategically consistent.
• Coordinate with mall marketing teams to ensure Loyalty platform campaigns are embedded into broader mall campaign plans where relevant.
• Provide final strategic oversight to ensure each loyalty campaign is clear, customer-relevant and aligned with business objectives.

JOB REQUIREMENTS

• Bachelor's degree in Marketing, Business, Data Analytics or related fields.

• 5-7 years of experience in CRM, loyalty, customer engagement, digital marketing or retail marketing.

• Experience in loyalty programme management, customer segmentation, IMC campaign planning and performance tracking.

• Strong analytical skills, with the ability to translate customer data and campaign results into actionable insights and IMC proposal.

• Good understanding of loyalty apps, customer journeys, rewards, vouchers, offers, eDM, push notifications and other owned digital channels.

• Strong stakeholder management skills, with experience working across digital, partnership, mall operations, and agencies.

• Structured, proactive and customer-centric, with strong ownership, project management skills and the ability to manage multiple priorities.

BUSINESS SEGMENT

PLATFORM