Marketing Manager - Loyalty Management

Taj

Job Objective

Lead strategic initiatives across Direct Marketing, Social Media Marketing, Retention Marketing, Customized Campaigns, CRM/CLM/CLTV/Loyalty Programs, PR, Affiliate & Influencer Marketing, Customer Experience (CX), Research (Qualitative/Quantitative), and MARTECH Implementation/Integration.

Area(s) of Responsibility

• Customer Relationship Management (CRM):

  Customer engagement, data management

• Marketing:

  Campaign strategy, planning and execution, brand management, digital marketing, customer acquisition and retention

• Cross-Functional Collaborations

• Performance Metrics Management

• Customer-Centric Innovation

• Strategic Planning

• Ideal Skills and Competencies for CRM and Marketing

Essential Job Tasks

1. Design and develop journeys and oversee the corporate loyalty program to drive guest acquisition, retention, and lifetime value. Ensure the loyalty program aligns with the brands and business objectives. Monitor and refine loyalty offerings to remain competitive, innovative, and relevant in the market.
2. Collaborate with Sales & Marketing stakeholders to align loyalty program promotions with broader brand campaigns and objectives.
3. Create and manage targeted marketing initiatives/campaigns to maximize loyalty program participation and revenue impact. Focus on communication strategies to articulate the value of the loyalty to the members.
4. Create Monthly Campaign Calendar & oversee its execution on multiple CRM channels like Digital, Social, Email, SMS, WhatsApp etc.
5. Coordinate with marketing agency for designs, collaterals, copy, concept from initiation to implementation.
6. Leverage guest data and analytics to create personalized marketing campaigns, improve guest satisfaction, and enhance revenue opportunities.
7. Work closely with operations, IT, sales, and revenue management teams to integrate loyalty initiatives across all guest touchpoints.
8. Oversee the implementation and optimization of CRM systems to ensure data accuracy, usability, and effectiveness.
9. Develop predictive models and segmentation strategies to understand guest behavior and drive engagement.
10. Coordinate with different stakeholders for planning of Upsell, Cross-sell, Retention and referral-based campaigns along with creation of multiple cohorts based on different user variables & behavior with a business objective of dormant customer activation, customer retention & new customer acquisition.
11. Identify/Map the user journey, plan, oversee the execution & evaluation of User Lifecycle Management campaigns.
12. Responsible for optimization and improvement of CRM database and quality.
13. Conduct market research activities like customer surveys, FGDs, mystery audits etc.
14. Data segmentation, reporting, dashboard planning, weekly and monthly.

Key Interfaces

• Internal:

  Different departments at corporate level and hotels and operations team

• External:

  Vendors and partners, members

Required Qualifications & Experience

• Required Qualifications:

  MBA or Master’s degree in Marketing or CRM specialization preferred

• Work Experience:

• 5–6 years of experience in loyalty program management, CRM, and marketing
• Prefer experience in the hospitality, travel, or luxury retail sectors
• Demonstrated success in launching or managing large-scale loyalty programs
• Strong analytical skills with a proven ability to interpret data and drive actionable insights

Language(s) Needed

• Fluent in spoken and written English

Desired Competency Profile

Behavioural Competencies

• Ability to think long-term and translate high-level objectives into actionable plans
• Proficient in CRM platforms and loyalty management systems, with a deep understanding of data-driven marketing
• Strong ability to analyze complex data sets and derive actionable insights
• Excellent written and verbal communication skills to articulate loyalty strategies and promote the program effectively
• A creative mindset to develop unique and engaging loyalty offerings
• Customer-centric approach: Deep understanding of guest needs and the ability to enhance their experience through loyalty and CRM initiatives
• Strong strategic planning

Functional/Technical Competencies

• Proficiency in CRM software (e.g., Salesforce, Oracle Hospitality, Netcore, Capillary, Gupshup, MoEngage, WebEngage, A/B Test etc.)
• Strong knowledge of data analytics tools (e.g., Google Analytics, Tableau, Power BI etc.) and reporting
• Familiarity with advanced marketing tools, automation systems, and digital engagement platforms