Director of Brand & Customer Experience

WEBUY TRAVEL PTE. LTD.; Singapore; On-site; SGD 180,000 - 240,000; Full time

Job summary

WEBUY TRAVEL PTE. LTD. seeks a Director of Brand & Customer Experience to strengthen brand positioning and elevate customer experience across all touchpoints.

You will collaborate across teams to drive loyalty, partnerships, and improved service standards supporting business growth. This senior role focuses on refining brand messaging, customer journeys, and experiences from enquiry through post-trip engagement, while leading initiatives to boost retention and referrals in a dynamic travel

Qualifications

• Experience building, managing, or operating a consumer-facing brand.
• Strong knowledge of branding and customer experience.
• Ability to influence stakeholders and partner across departments.
• Commercial acumen balancing brand goals with business outcomes.

Responsibilities

• Lead brand positioning and customer experience across touchpoints.
• Ensure consistent brand messaging across online and offline channels.
• Collaborate with marketing, CRM, product and operations on initiatives.
• Analyze customer segments and journeys to identify gaps and opportunities.
• Drive loyalty programs, events, and partnerships to boost retention.
• Develop high-value customer engagement programs and VIP experiences.
• Monitor feedback and optimize service quality and presentation at outlets and events.

Skills

Brand management

Customer experience

Stakeholder management

Cross-functional collaboration

Tools

CRM systems

Job description

Job Summary

The Director of Brand & Customer Experience will lead efforts to strengthen Webuy Travel's brand positioning and enhance customer experience across all touchpoints. Collaborate cross-functionally to drive customer loyalty, develop partnerships, and improve service standards supporting business growth.

Responsibilities

• Develop and refine Webuy Travel's brand positioning and customer value proposition to enhance market differentiation
• Ensure consistent brand messaging and customer experience across online and offline channels
• Review marketing materials, campaigns, events, and communications to align with brand and customer experience goals
• Analyze customer segments, products, and sub-brands to inform positioning strategies
• Map and evaluate the end-to-end customer journey from enquiry to post-trip engagement to identify service gaps and pain points
• Collaborate with teams to establish and improve customer service standards and experience guidelines
• Monitor and analyze customer feedback, reviews, and recurring issues to recommend actionable improvements
• Design and implement initiatives that increase customer satisfaction, loyalty, referrals, and repeat bookings
• Develop targeted customer engagement programs for existing and high-value customers
• Support loyalty, membership, and VIP programs to enhance customer retention
• Plan and execute customer appreciation events, exclusive experiences, and privileges to boost retention
• Partner with marketing and CRM teams to enhance customer segmentation and personalize engagement strategies
• Identify and pursue co-marketing, event, and cross-brand partnership opportunities with lifestyle, fashion, retail, hospitality, financial, and consumer brands
• Leverage business networks and industry relationships to create new strategic collaborations that enhance brand visibility and customer proposition
• Assess retail and offline customer experiences at outlets, travel fairs, roadshows, and events to recommend improvements in visual presentation, customer flow, service quality, and brand consistency
• Support development of premium customer experiences at physical touchpoints and improve event and retail concepts from customer and commercial perspectives
• Monitor consumer, travel, lifestyle, and retail trends to anticipate evolving customer expectations
• Analyze market and customer insights to identify new business opportunities and recommend best practices from related sectors
• Collaborate closely with Sales, Marketing, CRM, Product, and Operations teams on customer-facing initiatives and strategic projects
• Provide management with data-driven recommendations on brand and customer experience improvements
• Support implementation and track effectiveness of brand and customer experience initiatives

Preferred competencies and qualifications

• Experience building, managing, or operating a consumer-facing brand
• Strong knowledge of branding, customer experience, and consumer behavior
• Background in retail, fashion, lifestyle, hospitality, travel, or related consumer industries
• Commercial acumen to balance brand objectives with business outcomes
• Excellent interpersonal and partnership development skills
• Ability to influence stakeholders and work collaboratively across departments
• Strong focus on customer experience, presentation, and service quality
• Entrepreneurial mindset with a hands-on approach to developing new initiatives