Senior Manager, Loyalty Marketing and Product

The Senior Manager, Loyalty Marketing and Product is a pivotal leader in driving brand loyalty and customer engagement for the Singapore Sports Hub and Kallang Precinct. This role will be responsible for developing a loyalty and membership program that not only enhances customer retention but also consistently delivers on the brand promise of making Kallang the premier entertainment, lifestyle, and sports hub of Asia-Pacific.

This program will serve as a key touchpoint for customers to experience the brand's values and identity, deepening emotional connections and ensuring every interaction with the Singapore Sports Hub reinforces our vision. The successful candidate will need to blend strategy, creativity, and data-driven insights to create a seamless, value-driven customer experience that brings our brand promise to life.

Job Responsibilities

Brand-Centric Loyalty Program Development:

Design a loyalty and membership platform that is rooted in the brand promise, delivering a customer experience that embodies our values of excellence, excitement, and community.

Ensure that the program offers unique, memorable experiences that resonate with customers and reflect the core attributes of the Singapore Sports Hub's brandwhether through exclusive events, personalized offers, or VIP experiences.

Build a tiered membership structure that rewards loyalty and reflects the lifestyle aspirations of our diverse audience, ensuring alignment with our brand's premium positioning.

Customer Experience as a Brand Differentiator:

Create a loyalty program that prioritizes customer experience at every touchpoint, from digital engagement to in-venue interactions.

Ensure that customer feedback and insights directly influence program evolution, creating a feedback loop that strengthens the relationship between the brand and its members.

Collaborate with cross-functional teams, including brand, operations, and digital teams, to integrate the loyalty program seamlessly into the broader customer journey, ensuring a cohesive experience across all channels.

Brand Promise and Engagement Strategy:

Develop and implement a marketing strategy that communicates the loyalty program's brand promise through every campaign, ensuring consistency in messaging and customer touchpoints.

Work with the creative team to craft engaging brand narratives and content that inspire loyalty members, driving both emotional and rational connections to the Singapore Sports Hub and Kallang Precinct.

Partner with external stakeholders, including entertainment, sports, and lifestyle brands, to curate exclusive experiences and benefits that reflect our commitment to creating the ultimate destination.

Loyalty Program Leadership and Execution:

Act as the custodian of the loyalty platform, ensuring that the program consistently delivers value while reinforcing brand integrity.

Lead cross-functional teams in executing loyalty campaigns, promotions, and member-exclusive events that align with the brand's identity and long-term vision.

Oversee the loyalty program's digital and physical integration, ensuring that each customer interaction reinforces the brand's promise and delivers a seamless experience across all platforms.

Data-Driven Brand and Customer Insights:

Use customer data to gain deep insights into behaviors, preferences, and engagement, ensuring the loyalty program is finely tuned to deliver personalized brand experiences that delight and engage.

Implement loyalty metrics that not only track participation but also measure the program's impact on brand affinity, advocacy, and lifetime value.

Regularly review and optimize the program based on customer feedback and performance metrics, ensuring that the loyalty experience evolves in response to customer needs and market trends.

Brand Alignment Across Stakeholders:

Collaborate closely with global and regional marketing teams to ensure brand consistency across all loyalty initiatives, campaigns, and touchpoints.

Work with internal and external partners to curate offers, benefits, and exclusive events that enhance the brand experience and deepen customer loyalty.

Manage relationships with vendors and partners to ensure they align with and amplify the brand's vision and values.

Requirements:

• Degree in Business Administration, Marketing, or related field.
• Minimum 10 years of relevant experience in brand strategy, loyalty marketing, or digital marketing with a focus on customer experience, demonstrating a progressive career growth and deep understanding of how brand and customer engagement intersect.
• Proven track record of developing and launching loyalty programs that deliver on brand promises and drive customer engagement.
• Strong experience in translating brand values into tangible customer experiences through loyalty and marketing initiatives.
• Demonstrated expertise in building customer-centric, data-driven strategies that enhance brand loyalty and increase customer lifetime value.
• Ability to influence and lead multi-functional teams and manage complex projects, balancing both brand and business objectives.
• Brand Leadership: Act as a steward of the Singapore Sports Hub brand, ensuring that the loyalty program consistently reflects and reinforces the brand's identity and promise.
• Customer-Centric Thinking: Put the customer experience at the heart of the loyalty program, ensuring that every interaction deepens the emotional connection to the brand.
• Strategic Vision: Develop and execute a loyalty strategy that aligns with the brand's long-term vision, balancing short-term wins with long-term customer engagement.
• Data-Driven Decisions: Use customer data and insights to inform program development, ensuring the loyalty program is responsive to customer needs while delivering on brand expectations.
• Creative Collaboration: Partner with creative teams to craft loyalty communications and experiences that embody the brand's tone and values.

Information

Only shortlisted candidates will be notified.

The level of appointment will depend on the qualifications and experience of the candidate.

For more information on Kallang Alive Sport Management, refer to this website, www.sportshub.com.sg