Regional Assistant Manager, Digital Marketing (Loyalty Program)

Position Summary

This role is part of the Digital Marketing team and reports to the Head of Strategy & Creatives, leading the loyalty workstream to drive strategic initiatives and member engagement.
As a Loyalty Program Assistant Manager, you will be in charge of developing a detailed marketing roadmap to encourage brand engagement via various programs, campaigns, and similar initiatives that boost customer retention via our app and platforms.
Additional responsibilities include market research and audience segmentation, monitoring the results of ongoing loyalty campaigns, drawing actionable insights from performance reports, and implementing best practices in future marketing initiatives.

Role and Responsibilities

Strategic Planning & Analysis

• Plan, design, and oversee the implementation of an overarching brand loyalty strategy to increase customer engagement, boost retention, and maximize sales
• Collaborate with cross-functional teams to ensure cohesive integration of marketing efforts with business objectives and sales programmes.
• Brainstorm effective loyalty campaigns, promotional initiatives, and accompanying marketing communication
• Perform in-depth target audience research and execute data-driven customer segmentation to ensure our loyalty programs are customized according to each audience segment
• Study campaign reports, forecasting metrics, and industry trends to measure the impact and efficiency of our marketing and advertising efforts

Editorial and Publishing

• Responsible for the development of marketing briefs, creative monthly calendar, creative development/review and content publishing.
• Oversee the execution of all loyalty marketing plans by managing the project calendar and updating the overall campaign and promotional direction
• Design, implement and optimize user acquisition campaigns across various digital channels (social media, search, display, etc.). Utilize data analytics to identify and target key audience segments for effective outreach.

Performance Analysis & Optimization

• Monitor campaign performance using forecasting metrics, reports, and industry benchmarks.
• Track and report on KPIs including RU and MAU, and proactively identify areas for improvement.
• Prepare strategic business and management reporting decks to inform decision-making.

Stakeholder Collaboration

• Work closely with internal teams to ensure cohesive integration of loyalty efforts with broader marketing and sales programs.
• Influence and align stakeholders on campaign objectives, direction, and execution strategies.
• Support global and regional campaign rollouts through effective coordination and communication.

Community Engagement & Events

• Organize virtual and in-person events to foster brand affinity and deepen customer relationships.
• Monitor community sentiment and feedback to inform CRM and loyalty strategies.

Skills and Qualifications

• Bachelor's degree in Marketing, IT/Computer Science, Business, or equivalent.
• 6+ years in Marketing/Business Development, with expertise in loyalty management, CRM, or partnerships.
• Proficient in owned, paid media and loyalty platforms, customer loyalty principles & customer lifecycle management; CRM strategies, and multi-channel program implementation (including apps and digital platforms)
• Strong analytical, decision making, communication, and collaboration skills.
• Experience with collaboration tools (e.g., Jira) and project/stakeholder management.
• Ability to work independently, adapt to ambiguity, and thrive in multicultural environments with constant engagements with multiple partners and stakeholders
• Regional/in-market experience and willingness to travel (~20%).
• Prior digital marketing / rewards / loyalty management experience in industries like travel, hospitality, retail, e-commerce, tech, or fintech would be a plus

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