Manager, Loyalty Gamification

RESORTS WORLD AT SENTOSA PTE. LTD.; Singapore; On-site; SGD 60,000 - 90,000; Full time

Job summary

A luxury resort company in Singapore is looking for a Loyalty Gamification Manager to create engaging gamified experiences. You will analyze consumer insights, develop loyalty strategies, and work cross-functionally with teams. Ideal candidates should have a strong background in loyalty and gamification, along with digital marketing experience. Competitive compensation and dynamic work environment offered.

Qualifications

• Minimum 5 years of experience in loyalty, CRM, or gamification.
• Experience launching successful gamified campaigns.
• Understanding of mobile and social habits.

Responsibilities

• Design loyalty gamification mechanics based on consumer behavior.
• Analyze data to optimize game design and reward structures.
• Own KPIs related to gamification engagement.

Skills

Campaign management

Consumer behavior analysis

Gamification design

Digital marketing

Project management

Education

Bachelor’s degree in Marketing, Business, Digital Media, or related field

Tools

WeChat CRM

Alipay

Douyin

Xiaohongshu

Job description

Job Summary

We are seeking a creative and data-driven Loyalty Gamification Manager to join our non-gaming loyalty team. In this role, you will lead the design and implementation of engaging gamified experiences that resonate with consumers from diverse markets, leveraging behavioral insights and mobile-first habits.

A strong understanding of the mass consumer market is an advantage, as the role involves tailoring culturally relevant mechanics for different segments. You will be instrumental in enhancing customer engagement, driving spend, and growing loyalty through personalized and localized experiences.

Key Responsibilities

1. Gamification Strategy & Design

• Design loyalty gamification mechanics tailored to the behavior and preferences of post-covid consumers (e.g. daily check-ins, tier missions, limited-time challenges, surprise rewards).
• Integrate elements such as Points, Badges, Leaderboards (PBL), spin-the-wheel, or “task and earn” campaigns.
• Develop seasonal or campaign-based gamified experiences tied to major National holidays or resort-wide events.

2. Consumer Insights & Iteration

• Analyze behavioral and transactional data to optimize game design, reward structure, and progression systems.
• Localise experiences based on user personas.
• A/B test engagement mechanics to drive repeat participation and maximize ROI.

3. Performance & Reporting

• Own KPIs related to gamification engagement (DAUs, repeat plays, CTRs, conversion to transaction, etc.).
• Regularly report insights to senior stakeholders and contribute to broader loyalty growth strategies.

4. Platform Integration & Execution

• Leverage familiarity with large digital ecosystem (e.g. WeChat mini-programs, Douyin, Xiaohongshu) to build gamification journeys tailored to local usage behaviors.
• Collaborate with product, CRM, and tech teams to implement game mechanics within the loyalty platform and app.

5. Cross-Functional Coordination

• Work closely with marketing, partnerships, attractions, F&B, and retail teams to source compelling rewards and co-branded gamified content.
• Ensure brand consistency while delivering playful and interactive experiences across digital and on-ground channels

Required Qualifications

• Bachelor’s degree in Marketing, Business, Digital Media, or related field.
• Minimum 5–8 years of experience in loyalty, CRM, or gamification with demonstrated experience working on strategies or campaigns targeting the specific markets

Required Skills

• Proven track record in launching successful gamified campaigns for targeted audiences, preferably in retail, e-commerce, travel, or lifestyle sectors.
• Deep understanding of consumer behavior, mobile and social habits, and gamification triggers.
• Familiarity with digital tools (eg. WeChat CRM, Alipay, Douyin, Xiaohongshu, etc.).
• Strong communication and project management skills;
• Experience working with product and tech teams to implement mechanics is preferred.