Assistant Manager, Loyalty & CRM

Far East Hospitality; Singapore; On-site; SGD 70,000 - 100,000; Full time

Job summary

Far East Hospitality is seeking a hands-on marketer to support and grow our loyalty ecosystem. You will drive lifecycle strategies, improve member engagement and contribute to the loyalty program's commercial performance across CRM and marketing automation.

Collaborating with brand, digital marketing, operations and finance, you will optimize onboarding, pre-stay and post-stay journeys, monitor KPIs and ensure data governance while delivering campaign-led growth.

Qualifications

• 4–6 years of loyalty programme management and marketing experience.
• Hands-on in CRM systems and marketing automation platforms.
• Detail-oriented with strong copywriting and analytics.

Responsibilities

• Loyalty Program Management: support roadmaps, monitor KPIs, manage enrolment flows and benefits.
• CRM & Lifecycle Marketing: build automated journeys, campaigns, personalization and testing.
• Campaign Execution & Member Growth: plan loyalty campaigns and collaborate with brand and property teams.
• Analytics & Reporting: track member behavior, revenue contribution and campaign ROI.
• Governance & Stakeholder Support: maintain data accuracy, SOPs, and training across teams.

Skills

CRM systems

Marketing automation

Copywriting

Analytical skills

Campaign management

Cross-functional teamwork

Education

Degree in Business

Tools

CRM software

Job description

Company description

Far East Hospitality Holdings Pte Ltd (Far East Hospitality) is an international hospitality owner and operator with a diverse portfolio of 10 unique and complementary brands of hotels, serviced residences and apartment hotels, including Oasia, Quincy, Rendezvous, Village, Far East Collection, A by Adina, Adina Hotels, Vibe Hotels, Travelodge Hotels and TFE Hotels Collection. We own more than 10 hospitality assets and operate a combined portfolio of more than 17,000 rooms under management across over 100 hotels and serviced residences in ten countries - Australia, Austria, Denmark, Germany, Hungary, Japan, Malaysia, New Zealand, Singapore and Switzerland - with more in our development pipeline.

Formed as a 70-30 joint venture in 2013 between Far East Orchard Limited (a listed company under Far East Organization) and The Straits Trading Company Limited, we in turn completed a 50-50 joint venture through our wholly-owned subsidiary Far East Hospitality Investments (Australia) Pte Ltd, with Australia's Toga Group to form Toga Far East Hotels (TFE Hotels).

Job description

Responsibilities

We are looking for a hands-on and analytical marketer to support and grow our membership and loyalty ecosystem. This role is responsible for executing lifecycle strategies, improving member engagement, and contributing to the commercial performance of the loyalty programme. You will work closely with senior stakeholders across marketing, revenue, operations and finance to strengthen member acquisition, engagement and retention through CRM and marketing automation.

Loyalty Program Management

• Support the development and execution of the loyalty program roadmaps to drive member growth and repeat stays
• Monitor programme KPIs including member acquisition, activation, retention, tier progression and revenue contribution.
• Manage day-to-day operations of programs including member enrolment flows, benefits configuration and campaign setup.
• Track points accrual and redemption trends, and support liability monitoring and breakage analysis in partnership with Finance.
• Assist in evaluating programme enhancements based on performance data and competitor benchmarking.

CRM & Lifecycle Marketing

• Build and optimize automated lifecycle journeys across onboarding, pre-stay, post-stay, win-back and tier upgrade triggers.
• Execute email and CRM campaigns including segmentation, personalization and dynamic content deployment.
• Conduct A/B testing on subject lines, creative, offers and journey logic to improve engagement and conversion.
• Monitor email deliverability, database health and compliance with data regulations.

Campaign Execution & Member Growth

• Plan and execute loyalty-led campaigns to drive member acquisition, points earning and redemption.
• Collaborate with brand, digital marketing and property teams to ensure loyalty messaging is integrated into broader campaigns.
• Support tactical promotions that stimulate member activity while maintaining commercial discipline.

Analytics & Reporting

• Track and report regular insights on member behaviour, revenue contribution and campaign performance using CRM dashboards, Google Analytics and business intelligence tools.
• Maintain dashboards that track loyalty KPIs and campaign ROI.

Governance & Stakeholder Support

• Maintain CRM data accuracy through routine audits and quality checks.
• Develop and update SOPs and any documentation related to loyalty programme and email marketing operations.
• Support onboarding and training of property teams on loyalty processes and systems.
• Liaise with CRM vendors or internal tech teams on basic troubleshooting and system enhancements.
• Perform any other duties assigned by supervisor, carrying them out diligently and professionally.

Requirements

• Degree in Business, Marketing, Hospitality, or a related field.
• Minimum 4-6 years of work experience in loyalty programme management and marketing
• Hands-on experience with both CRM systems and marketing automation systems
• Detail-oriented with good operational discipline
• Strong copywriting and analytical skills
• Comfortable working cross-functionally and managing multiple campaigns simultaneously