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Associate Director of Loyalty Marketing

2 months ago

Singapur, Singapore Marina Bay Sands Full time

Job Summary

The Associate Director of Loyalty is a strategic leader responsible for enhancing and executing Marina Bay Sands' loyalty proposition and program. This role involves planning and leading campaigns to gather insights that enhance customer experience and develop a proprietary audience as a valuable driver for revenue and reputation.

Key Responsibilities

Loyalty Program Maximization & Development

  • Ensure compliance with regulatory requirements and internal policies for the Casino Loyalty Program.
  • Analyze research and data to identify opportunities for improving the Casino loyalty program, campaigns, and promotions.
  • Manage and propose business process or technology enhancements to improve customer experience through efficiency and productivity gains.
  • Develop and implement campaigns to engage customers at different stages of their lifecycle, reducing churn and expanding loyalty assets to bring added value to the business.
  • Enhance the Casino loyalty program to maintain its position as a best-in-class program.

Marketing & Customer Engagement

  • Develop and implement strategic marketing initiatives to acquire, retain, and reactivate members for the growth of the database, resulting in increased revenue across all business units.
  • Plan, manage, and monitor integrated communications strategies to ensure a meaningful presence of loyalty messages for existing casino customers.
  • Oversee campaign planning, execution, and post-analysis to optimize future campaigns.
  • Develop event series into long-term loyalty programs, fine-tuning and implementing best practices based on customer feedback, team input, and industry norms.

Research and Analysis

  • Advocate for data-driven decision-making and facilitate report analysis with the team to derive meaningful insights for campaigns and the program.
  • Monitor competition and cross-industry loyalty program best practices, assessing their applicability to Marina Bay Sands and its patrons.

Coaching

  • Guide and develop team members to be project owners and future leaders within the team or Marina Bay Sands, focusing on knowledge and management principles.

Job Requirements

Education & Certification

  • University degree in Marketing, Business, or Hospitality, or a related field, is preferred.

Experience

  • University degree in Marketing, Business, or Hospitality, or a related field, is preferred.

Other Prerequisites

  • Good knowledge of operations, customer service, relationship marketing, database management, entertainment, analysis, and target customer marketing.
  • Experience with marketing communications, collateral production, events, and integrated marketing solutions is preferred.
  • Good interpersonal and project management skills, creative, flexible, and a can-do attitude is highly desired.