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Manager, Loyalty Marketing, APEC

Singapore Regional Office
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JOB SUMMARY

The Manager, Loyalty Marketing is a high-impact, commercially oriented role responsible for driving member growth, engagement and retention across Asia Pacific excluding China (APEC).

This is a new role sitting at the intersection of loyalty strategy, CRM, and experiential partnerships - built for a marketer who is equally comfortable designing a lifecycle journey and activating world-class partnerships. You will own the end-to-end member journeys for one of the world's largest hospitality loyalty programs, translating global strategy into locally relevant, measurable initiatives across a diverse and dynamic region. This role will report to the Director, Loyalty Marketing, APEC. 

You will lead the evolution of CRM and lifecycle marketing for APEC — defining segmentation strategy, designing engagement programs, and driving measurable improvements in activation, retention and reactivation. You will work in close collaboration with global, continent and market teams, and play a central role in building the reach and scaling our loyalty program as a long-term growth driver for the business. Success in this role requires strong organizational skills, strategic thinking and a member-centric mindset. 

This role is based in Singapore.

CORE COMPETENCIES 

  • CRM & Lifecycle Marketing: Deep, hands-on experience designing and executing programs across the full customer journey. Builds segmentation logic, personalisation strategy and automated flows anchored in commercial outcomes, not just campaign execution.
  • Loyalty & Partnership Marketing: Solid understanding of loyalty program mechanics (earn/burn, tiering, member value proposition) and how to market them effectively across segments and channels. Proven ability to activate brand partnerships, event management and experiential moments from brief to delivery, with strong agency management.
  • Data Analysis & Fluency: Comfortable working with member behaviour data, campaign analytics and dashboards to surface insight and drive continuous improvement. Tracks activity to outcomes, not outputs.
  • Communication & Brand Stewardship: Executes customer-facing communications with a consistent, on-brand voice across owned and paid channels. Brings sharp copywriting instincts, strong creative review judgment, and the ability to influence and align across global, regional and local teams with different cultures and working styles.
  • Execution & Project Management: Highly organised with a strong bias for delivery. Manages multiple workstreams simultaneously, ensuring projects adhere to timelines. 

CANDIDATE PROFILE

We are looking for a marketer with 4+ years of experience in loyalty, CRM or lifecycle marketing, ideally within hospitality, travel, or a consumer brand environment.

Requirement

  • 4-5 years of relevant professional experience in program management, marketing strategy, loyalty and lifecycle disciplines, digital or related function
  • Experience managing and directing strategic partners / agencies /vendors. Demonstrated relationship marketing skills a must.
  • Team player, proven ability to lead and work with cross-functional teams in support of specific business priorities
  • Languages: Proficiency in English required; proficiency in reading and writing in other Asian languages strongly preferred.

JOB SCOPE

Loyalty & Lifecycle Marketing 

  • Drive member growth, engagement and advocacy across APEC through loyalty-led initiatives that build program awareness, deepen usage and deliver locally relevant member value 
  • Develop and execute the continent's loyalty marketing plan - spanning promotions, lifecycle programs and CRM strategy - aligned with global strategy and optimised for local market nuance 
  • Define and manage CRM strategy across the full customer lifecycle: acquisition, onboarding, engagement, retention and reactivation 
  • Plan and execute loyalty-led campaigns across owned channels (email, app, digital) and paid channels (social, digital) with audience analysis, targeting, segmentation and performance tracking 
  • Identify opportunities for segmentation, personalisation to deliver on deeper customer value optimisation; drive continuous improvement in CRM effectiveness and automation capabilities 
  •  Leverage market research, member insights and data analytics to inform engagement strategies and personalised experiences 
  • Design, implement and optimise loyalty programs that drive advocacy and revenue, delivering tangible value to target member segments 
  • Collaborate with cross-functional teams including but not limited to MarTech, Enterprise Partnerships (Co-Brand, Airlines, Everyday Earn) and Loyalty Operations to integrate and orchestrate initiatives across key customer touchpoints 
  • Serve as gatekeeper for all loyalty member communications, ensuring on-brand, accurate and effective execution

Performance Operations & Governance

  • Track and report program KPIs covering member acquisition, activation, retention, revenue contribution and repeat stay behaviour, with clear recommendations for improvement 
  • Oversee CRM data accuracy, integrity and compliance across programs 
  • Drive effective onboarding, training and adoption of loyalty programs and systems across property teams

Experiential Partnerships

  • Support the activation of global and regional marketing partnerships (Mercedes-AMG Petronas F1 Team, Australian Open, Music) — translating partnership rights into compelling, member-facing campaigns that drive high member engagement, leveraging on Marriott Bonvoy Moments
  • Ensure all partnership campaigns are executed in full alignment with partners, with rigorous agency management and end-to-end campaign planning
  • Support end-to-end event management and logistics planning for partnership activations, ensuring seamless on-ground execution and member experiences

Working Relations

Key interfaces:-

  • Area Directors of Marketing
  • Field Marketing team
  • Continent level agencies.

Integrated Marketing Planning

  • Supports development of continent destination marketing strategy and focused on key source markets and KPIs. 
  • Monitor competitive activity in the category.

Promotions/ Partnerships

  • Partners with Revenue Strategy, develops and executes promotions/offers that drive KPIs for the continent or market (eg. Enrollment goals, direct channel goals, driving leisure revenue, etc.).
  • Partner with analytics team to ensure proper tracking and communication of all programs.

Integrated Marketing Execution

  • Develops marketing brief with clear KPIs and conducts kick off for all new programs. 
  • Engages agencies in RFP process and project manages the creative design and execution process to bring a program to market. Ensures consumer messaging is clear. 
  • Is responsible for ensuring all key stakeholders of the program are aligned. 
  • Is responsible for communicating programs to the market and corporate teams and ensuring all channels are leveraged (social, digital, sales, etc).
  • Reviews program performance in real time and modifies program as needed.

Area/ Hotel Support

  • Partners with Directors of Field Marketing and other area marketing leaders. 
  • Provides strong guidance on positioning and pull through of brands.
  • Advises field marketing on effective marketing communications planning, implementation and evaluation.
  • Conducts destination marketing training and develops resources and materials for Directors of Sales and Marketing with a focus on marketing planning, branding, positioning, messaging and storytelling.
  • Deal with own development of the process for new hotel ramp up and hotel positioning and messaging development. Partners with area marketing leaders to execute where needed.

 

MANAGEMENT COMPETENCIES 

Leadership
  • Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace.   
  • Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
  • Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
  • Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values. 
Managing Execution
  • Building and Contributing to Teams - Participates as a member of a team to move toward the completion of common goals while fostering cohesion and collaboration among team members.
  • Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
  • Planning and Organizing  - Gathers information and resources required to set a plan of action for self and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed.
Building Relationships
  • Coworker Relationships - Interacts with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting relationships. 
  • Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company’s service standards.
  • Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.
Generating Talent and Organizational Capability 
  • Organizational Capability - Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.
  • Talent Management - Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.
Learning and Applying Professional Expertise
  • Applied Learning - Seeks and makes the most of learning opportunities to improve performance of self and/or others.
  • Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
  • Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges.
  • Basic Competencies - Fundamental competencies required for accomplishing basic work activities. 
  • Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
  • Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work-related issues.
  • Oral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
  • Reading Comprehension - Understands written sentences and paragraphs in work related documents.
  • Writing - Communicates effectively in writing as appropriate for the needs of the audience.

At Marriott International, we are dedicated to being an equal opportunity employer, welcoming all and providing access to opportunity. We actively foster an environment where the unique backgrounds of our associates are valued and celebrated. Our greatest strength lies in the rich blend of culture, talent, and experiences of our associates.  We are committed to non-discrimination on any protected basis, including disability, veteran status, or other basis protected by applicable law. 

Marriott International is the world’s largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed. Be where you can do your best work,​ begin your purpose, belong to an amazing global​ team, and become the best version of you.