Front Office & Guest Intelligence Assistant Manager

bmg hospitality pte. ltd.; Singapore; On-site; SGD 65,000 - 90,000; Full time

Job summary

BMG Hospitality in Singapore is redesigning the front-office role into a PMET Assistant Manager-equivalent position that blends guest service with data analytics, CRM and AI-enabled workflows. The role focuses on leading people, coordinating a team, and driving guest intelligence and personalised revenue opportunities while supporting digital guest journeys.

Candidates may come from various backgrounds, with leadership experience, and will train to use Cloudbeds, CRM systems and AI tools to

Qualifications

• Leadership experience in service or shift operations.
• Experience coordinating a team and driving service outcomes.
• Exposure to CRM and analytics to improve guest journeys.

Responsibilities

• Enhance guest journey from pre-arrival to post-stay engagement.
• Build guest profiles using CRM tools.
• Analyze guest preferences, bookings, feedback, and service patterns.
• Identify personalised recommendations, upsell opportunities and cross-sell potential.
• Lead the 8:00 p.m. Social Club when rostered on B Shift and host events.
• Prepare guest communications using AI workflows and review for accuracy.

Skills

People leadership

Team coordination

Guest service

CRM analytics

AI-enabled workflows

Data analytics

Tools

Cloudbeds

CRM software

ChatGPT

Claude

Job description

About the Role

This is not a conventional front-desk role focused mainly on check-in and check-out. BMG Hospitality is redesigning the front-office function into a PMET Assistant Manager-equivalent role combining guest service with guest intelligence, CRM, AI-assisted communication, data analytics, personalised revenue opportunities and digital guest-journey improvement.

Candidates may be new to hotels and front-office operations, but should normally have prior experience leading people, coordinating a team, acting as a supervisor or team lead, or taking responsibility for service or shift outcomes. The CCP pathway is intended to convert that existing leadership foundation into hospitality-specific Assistant Manager capability through structured OJT, digital systems, guest intelligence, CRM and AI-enabled workflows.

For B-shift officers, the redesigned role also includes leading BMG's 8:00 p.m. Social Club as a structured guest-engagement, community-building and customer-intelligence activity rather than a standalone entertainment duty.

More than half of the role will progressively focus on digital, analytical and customer-intelligence responsibilities.

Key Responsibilities

• Operate and improve the guest journey from pre-arrival and check-in through the stay, Gabriel Restaurant, BMG community activities, checkout and post-stay engagement.

• Use Cloudbeds and BMG-developed CRM tools to build meaningful guest profiles.

• Analyse guest preferences, booking behaviour, requests, feedback and service patterns.

• Identify personalised recommendations, ancillary sales and cross-selling opportunities.

• Use approved ChatGPT, Claude and BMG AI workflows to prepare multilingual guest communications, recommendations and upselling messages.

• Review and validate AI-generated communications before guest use.

• Track hotel-to-Gabriel conversion, ancillary revenue, repeat behaviour and participation in BMG community programmes.

• Support customer segmentation and CRM analysis.

• Test new digital guest workflows and provide structured user feedback to BMG's Hospitality AI Systems & Capability Manager.

• Produce guest-intelligence and service-performance reports.

• Lead the 8:00 p.m. BMG Social Club when rostered on B Shift, acting as host and facilitator at designated Capsule Social Modern locations.

• Use the Social Club as a structured guest-engagement and customer-intelligence touchpoint: introduce guests, encourage inclusive participation, capture preferences and feedback, and identify relevant restaurant, ancillary, repeat-stay and referral opportunities.

• Record attendance, engagement observations and permission-based follow-up opportunities in the CRM, and provide a concise handover/report on participation, guest sentiment, service issues and commercial conversions.

• Coordinate with the Hotel Manager and Guest Experience & Business Development Manager so Social Club hosting does not compromise reception coverage, guest safety or service standards.

• Continue essential reception and guest-service responsibilities when operationally required.

CCP Growth Skills

• Consumer Intelligence Analysis

• Data Analytics

• Technology Adoption and Innovation

• User Experience Design

Structured Career Conversion

The successful applicant will be trained to progress from conventional customer/frontline experience into a data-enabled hospitality role capable of independently using guest data, CRM and AI-enabled systems to improve service, revenue and the guest journey. Training may include Cloudbeds, CRM, guest segmentation, AI-assisted communication, analytics, digital workflow testing and responsible AI use.

Suitable Background

We welcome candidates from customer service, retail, aviation, tourism, administration, community service, sales, service operations or other transferable backgrounds. Direct hotel or front-office experience is not essential. Candidates should, however, normally demonstrate prior people-leadership, supervisory, team-lead, shift-lead, project-coordination or comparable responsibility that supports appointment at Assistant Manager-equivalent level.