Assistant Marketing Manager (Rewards)

Loyalty & Rewards Strategy

Lead the local implementation, launch and ongoing growth of the global loyalty programme in Singapore including member benefits, rewards, offers and promotional mechanics, while remaining aligned with global brand guidelines.

Develop and execute the local loyalty roadmap in partnership with the Marketing Director and International Marketing.

Identify opportunities to increase member acquisition, activation, visit frequency, retention and overall customer value.

Monitor customer behaviour, competitive activity and market trends to identify opportunities to strengthen the loyalty proposition.

Manage the loyalty budget jointly with the Marketing Director and ensure effective allocation of spend against business objectives.

CRM & Member Engagement

Develop and execute member engagement initiatives across the customer lifecycle, including welcome, birthday, retention, reactivation and win-back journeys.

Develop member-exclusive campaigns, rewards and partnerships to drive acquisition, engagement and repeat visits.

Use customer insights and campaign performance to continuously optimise member communications and engagement.

Identify opportunities to personalise the member experience and strengthen customer loyalty.

Loyalty in the Digital Customer Journey

Support the delivery of loyalty-related features, promotions, rewards and enhancements across digital platforms.

Review the end-to-end member journey and identify opportunities to improve ease of use, engagement and conversion.

Monitor customer feedback, app ratings and digital behaviour to identify opportunities to improve the loyalty and ordering experience.

Analytics & Performance

Monitor and report on key loyalty and customer engagement KPIs, including:

Member acquisition and activation.

Active members and retention.

Average spends and customer value.

Reward and promotion redemption.

Digital ordering adoption.

Campaign performance and ROI.

Analyse customer and programme data to identify trends, opportunities and areas for improvement.

Provide actionable recommendations to improve loyalty programme performance and customer engagement.

Partner with relevant teams to establish reporting and measurement frameworks for the programme.

Project & Stakeholder Management

Lead loyalty-related projects from planning through execution and post-launch optimisation.

Work closely with global teams, Technology, Operations, Finance, agencies, vendors and other stakeholders to deliver programme initiatives.

Coordinate UAT, issue resolution, testing and go-live readiness for loyalty-related features and enhancements.

Manage relevant vendor relationships and ensure timely and effective delivery of services.

Partner with third-party delivery aggregators to optimise platform presence, execute marketing campaigns, drive customer acquisition and grow digital sales.

Support the broader digital and marketing initiatives where loyalty integration or member engagement is required.

Requirements:

Bachelor's Degree in Marketing, Business, Digital Marketing or a related discipline.

Minimum 4 years of relevant experience in loyalty, rewards, CRM, customer engagement, or a related field.

Proven experience in launching, managing or growing a loyalty or rewards programme.

Strong understanding of customer lifecycle management, segmentation, engagement and retention strategies.

Commercial and analytical mindset, with the ability to translate customer insights and data into actionable initiatives.

Excellent communication skills and confidence working with both local and global stakeholders.

Experience in QSR, F&B, retail or hospitality is preferred.

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