Manager – Loyalty Marketing - APEC

JOB SUMMARY

The Manager, Loyalty Marketing is a high-impact, commercially oriented role responsible for driving member growth, engagement and retention across Asia Pacific excluding China (APEC).

This is a new role sitting at the intersection of loyalty strategy, CRM, and experiential partnerships - built for a marketer who is equally comfortable designing a lifecycle journey and activating world-class partnerships. You will own the end-to-end member journeys for one of the world's largest hospitality loyalty programs, translating global strategy into locally relevant, measurable initiatives across a diverse and dynamic region. This role will report to the Director, Loyalty Marketing, APEC. 

You will lead the evolution of CRM and lifecycle marketing for APEC — defining segmentation strategy, designing engagement programs, and driving measurable improvements in activation, retention and reactivation. You will work in close collaboration with global, continent and market teams, and play a central role in building the reach and scaling our loyalty program as a long-term growth driver for the business. Success in this role requires strong organizational skills, strategic thinking and a member-centric mindset. 

This role is based in Singapore.

CORE COMPETENCIES 

• CRM & Lifecycle Marketing: Deep, hands-on experience designing and executing programs across the full customer journey. Builds segmentation logic, personalisation strategy and automated flows anchored in commercial outcomes, not just campaign execution.
• Loyalty & Partnership Marketing: Solid understanding of loyalty program mechanics (earn/burn, tiering, member value proposition) and how to market them effectively across segments and channels. Proven ability to activate brand partnerships, event management and experiential moments from brief to delivery, with strong agency management.
• Data Analysis & Fluency: Comfortable working with member behaviour data, campaign analytics and dashboards to surface insight and drive continuous improvement. Tracks activity to outcomes, not outputs.
• Communication & Brand Stewardship: Executes customer-facing communications with a consistent, on-brand voice across owned and paid channels. Brings sharp copywriting instincts, strong creative review judgment, and the ability to influence and align across global, regional and local teams with different cultures and working styles.
• Execution & Project Management: Highly organised with a strong bias for delivery. Manages multiple workstreams simultaneously, ensuring projects adhere to timelines. 

CANDIDATE PROFILE

We are looking for a marketer with 4+ years of experience in loyalty, CRM or lifecycle marketing, ideally within hospitality, travel, or a consumer brand environment.

Requirement

• 4-5 years of relevant professional experience in program management, marketing strategy, loyalty and lifecycle disciplines, digital or related function
• Experience managing and directing strategic partners / agencies /vendors. Demonstrated relationship marketing skills a must.
• Team player, proven ability to lead and work with cross-functional teams in support of specific business priorities
• Languages: Proficiency in English required; proficiency in reading and writing in other Asian languages strongly preferred.

JOB SCOPE

Loyalty & Lifecycle Marketing 

• Drive member growth, engagement and advocacy across APEC through loyalty-led initiatives that build program awareness, deepen usage and deliver locally relevant member value 
• Develop and execute the continent's loyalty marketing plan - spanning promotions, lifecycle programs and CRM strategy - aligned with global strategy and optimised for local market nuance 
• Define and manage CRM strategy across the full customer lifecycle: acquisition, onboarding, engagement, retention and reactivation 
• Plan and execute loyalty-led campaigns across owned channels (email, app, digital) and paid channels (social, digital) with audience analysis, targeting, segmentation and performance tracking 
• Identify opportunities for segmentation, personalisation to deliver on deeper customer value optimisation; drive continuous improvement in CRM effectiveness and automation capabilities 
•  Leverage market research, member insights and data analytics to inform engagement strategies and personalised experiences 
• Design, implement and optimise loyalty programs that drive advocacy and revenue, delivering tangible value to target member segments 
• Collaborate with cross-functional teams including but not limited to MarTech, Enterprise Partnerships (Co-Brand, Airlines, Everyday Earn) and Loyalty Operations to integrate and orchestrate initiatives across key customer touchpoints 
• Serve as gatekeeper for all loyalty member communications, ensuring on-brand, accurate and effective execution

Performance Operations & Governance

• Track and report program KPIs covering member acquisition, activation, retention, revenue contribution and repeat stay behaviour, with clear recommendations for improvement 
• Oversee CRM data accuracy, integrity and compliance across programs 
• Drive effective onboarding, training and adoption of loyalty programs and systems across property teams

Experiential Partnerships

• Support the activation of global and regional marketing partnerships translating partnership rights into compelling, member-facing campaigns that drive high member engagement, leveraging on Marriott Bonvoy Moments
• Ensure all partnership campaigns are executed in full alignment with partners, with rigorous agency management and end-to-end campaign planning
• Support end-to-end event management and logistics planning for partnership activations, ensuring seamless on-ground execution and member experiences

Working Relations

Key interfaces:-

• Area Directors of Marketing
• Field Marketing team
• Continent level agencies.

Integrated Marketing Planning

• Supports development of continent destination marketing strategy and focused on key source markets and KPIs. 
• Monitor competitive activity in the category.

Promotions/ Partnerships

• Partners with Revenue Strategy, develops and executes promotions/offers that drive KPIs for the continent or market (eg. Enrollment goals, direct channel goals, driving leisure revenue, etc.).
• Partner with analytics team to ensure proper tracking and communication of all programs.

Integrated Marketing Execution

• Develops marketing brief with clear KPIs and conducts kick off for all new programs. 
• Engages agencies in RFP process and project manages the creative design and execution process to bring a program to market. Ensures consumer messaging is clear. 
• Is responsible for ensuring all key stakeholders of the program are aligned. 
• Is responsible for communicating programs to the market and corporate teams and ensuring all channels are leveraged (social, digital, sales, etc).
• Reviews program performance in real time and modifies program as needed.

Area/ Hotel Support

• Partners with Directors of Field Marketing and other area marketing leaders. 
• Provides strong guidance on positioning and pull through of brands.
• Advises field marketing on effective marketing communications planning, implementation and evaluation.
• Conducts destination marketing training and develops resources and materials for Directors of Sales and Marketing with a focus on marketing planning, branding, positioning, messaging and storytelling.
• Deal with own development of the process for new hotel ramp up and hotel positioning and messaging development. Partners with area marketing leaders to execute where needed.

MANAGEMENT COMPETENCIES 

At Marriott International, we are dedicated to being an equal opportunity employer, welcoming all and providing access to opportunity. We actively foster an environment where the unique backgrounds of our associates are valued and celebrated. Our greatest strength lies in the rich blend of culture, talent, and experiences of our associates.  We are committed to non-discrimination on any protected basis, including disability, veteran status, or other basis protected by applicable law.