Manager, Changi Rewards Marketing

5 days ago

Singapore Changi Airport Group Full time

We are hiring Changi Airport is looking for a dynamic marketing manager to drive growth for Changi Rewards (CR), the travel and retail loyalty program of Changi Airport. As part of the Rewards Marketing team, you will play a pivotal role in driving customer acquisition and visits, increasing customer engagement and spend. To excel in this role, you need to be passionate about customer-centric interactions between customers and Changi, with the aspiration to uncover new growth opportunities. If you are excited about developing a best-in-class travel and retail loyalty program like us, join us

**Key Responsibilities**:

- Lead CR strategic brand campaign to increase brand awareness and top of mind recall; collaborate with agencies on brand strategy, creative, digital, PR, social and comms plans.
- Lead hyper-personalisation with focus on customer segmentations, customer journeys, and leverage on marketing automation tools to carry out customer lifecycle marketing. Aim to target and deepen engagement with different member tiers.
- Develop and manage loyalty program benefits to grow a robust membership base.
- Provide business requirements to product development and tech teams to translate business needs into development of new features for a better customer experience and involved in UATs to validate requirements.
- Organise CR exclusive events with tenants and brands to drive footfall, sales and unique customer experiences, managing end-to-end from planning and execution to post-event analysis.
- Business partner to business units, collaborate with stakeholders to implement data-led marketing initiatives to drive footfall and spend.
- Plan and implement CR campaigns and data-led marketing initiatives to drive conversion and retention.
- Manage EDM marketing calendar and responsible for contents marketing for CR monthly statements and EDMs.
- Drive effective digital engagement with members through different communication channels such as SMS, website, in-app, social media and other onsite or digital touchpoints.
- Involved in martech and marketing ops to support campaign management and execution on CRM loyalty program.

**Key Performance Measurements**:

- Brand Heath Index
- Customer visits
- Customer engagement rate
- Spend per member
- Penetration rate for active members

**Requirements**:

- Good degree with 8-10 years of experience in loyalty marketing and digital marketing, preferably in the retail/hospitality/tourism /banking/martech industry.
- Demonstrated success in customer relationship management and customer lifecycle management, from acquisition, engagement, conversion to retention.
- Data-driven with strong analytical skills and business acumen, with keen interest to transform insights into growth opportunities.
- Experience in hyper-personalisation campaigns across different customer segments and journeys through different channels.
- Innovative, independent and self-driven individual who is a team player and agile to changes.
- Ability to manage multiple stakeholders and partners, cross-collaborate and multi-task.
- Excellent communications with both creative and analytical mindset.
- Advanced in MS Office (Excel and Powerpoint), experience in Business Intelligence tools (eg Microstrategy, Tableau, Power BI, Google Analytics, SAP) and customer engagement platforms (eg Braze, Session M, Adobe Experience Cloud) is highly desirable.

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