Manager, Marketing Communications (Loyalty Marketing)

Straits Retail Property Management Services currently manages Paragon and The Woodleigh Mall within its portfolio. The Group Marketing Communications team is responsible for driving mall loyalty programmes, international marketing, and partnerships, and works closely with individual shopping mall marketing counterparts and other stakeholders to jointly achieve business and marketing objectives.

We are seeking a results-driven Loyalty Marketing Manager to lead the development and execution of rewards strategies and campaigns, that drive membership acquisition, engagement and spend. This role will focus on designing compelling incentives, optimising the loyalty value proposition, and delivering impactful campaigns that influence customer behaviour and maximise lifetime value. In addition, the candidate will manage the full-scale rewards programmes including but not limited to membership acquisition, engagement and retention, app enhancements and maintenance, supporting partnership-led campaigns, integrated membership marketing, data analysis and budget management.

Key Responsibilities

Rewards Strategy & Programme Enhancement

• Develop and own the rewards strategy to attract new members and increase spend among existing members at the malls
• Design a compelling mix of incentives including but not limited to points, vouchers, experiential rewards that are aligned with customer preferences and business goals
• Continuously review and optimise rewards mechanics to improve programme effectiveness and returns on investment.

Campaign Planning & Execution

• Plan and execute integrated loyalty campaigns to drive acquisition, frequency and members’ spend
• Develop target promotions to support key objectives across different source markets and platforms
• Collaborate with creative, digital and internal teams to deliver seamless omnichannel campaigns to maximise campaign effectiveness
• Devise communications and publicity plans, drafting of communication messages to messages and shoppers, etc

Member Acquisition & Growth

• Develop and drive acquisition and retention strategies, and member engagement programmes to provide members with thoughtful, engaging and seamless experiences
• Design and deliver end-to-end marketing campaigns that span functions such as brand management, partnerships and integrated marketing
• Optimise acquisition funnels across digital and offline touchpoints
• Work closely with tenants, partners and internal teams to amplify campaign reach

Customer Engagement & Personalisation

• Leverage customer data and segmentation to deliver relevant and personalised rewards and communications
• Develop lifecycle marketing initiatives
• Enhance member experiences through differentiated benefits, exclusive access, etc by working closely with the Partnerships team

Relationship Management

• Build and maintain strong relationships with internal stakeholders (leasing, marketing communications, operations, etc)
• Manage vendors/agencies for campaign execution, rewards fulfilment, feature enhancements, app maintenance and campaign setup
• Monitor and manage feedback from members and stakeholders

Performance Management & Reporting

• Track key performance indicators such as member acquisition, engagement rates, redemption rates, active rates, members spend and returns on investment
• Analyse campaign performance and members’ behaviour to generate actionable insights
• Use data to refine strategies and improve effectiveness of rewards and campaigns
• Prepare and/or present regular performance reports and presentations that include strategic insights and recommendations
• Monitor market trends and offer proactive insights using tools available to stay ahead and relevant
• Manage the full loyalty budget, ensuring compliance with processes and return on investments
• Manage and oversee operational aspects pertaining to the loyalty programme(s)

Requirements

• Degree in Marketing or equivalent, with a minimum 3 to 5 years of relevant experience in managing full-scale loyalty programme(s) and a small team
• Has a track record of securing and managing an affiliate partnership network
• Possesses detailed knowledge of integrated marketing disciplines
• Articulated and with strong communication skills to liaise with stakeholders across different levels
• Possesses a getting-things-done drive on top of a can-do attitude
• Able to work independently and under pressure in a fast-paced environment
• Strong stakeholder management skills to leverage knowledge potential across teams and develop synergies
• Preferably possesses past experience in data analysis and deep learning