Manager/Senior Manager, Loyalty & Partnership

About the Role

We are seeking a Manager or Senior Manager to own and lead the BreadTalk Group Rewards Programme, taking full accountability for financial KPIs and overall programme success. This role involves shaping and executing the group’s loyalty strategy to boost customer acquisition, engagement, retention, and lifetime value across all brands.

Key Responsibilities

• Manage the BreadTalk Group Rewards Programme with an emphasis on profitability and growth.
• Create and implement customer lifecycle frameworks that cover acquisition, engagement, retention, and reactivation.
• Utilize segmentation and personalisation to enhance the customer experience.
• Continuously refine the loyalty programme structure, member benefits, and mechanics.
• Expand partnerships to enrich the loyalty ecosystem and member offerings.
• Oversee campaigns from planning through execution on multiple channels including eDM, app notifications, and SMS, ensuring automation and personalisation.
• Lead data analysis to draw insights from customer behavior and campaign results, driving strategic decisions.
• Act as business owner of the loyalty app, collaborating with IT and vendors on feature development, UI/UX improvements, and system integrations.
• Manage relationships with internal and external stakeholders including Brand, Marketing, and Operations teams to align loyalty initiatives with business objectives.
• Lead and mentor the Loyalty & Partnership team, fostering a data-driven and customer-focused culture.

Requirements

• A degree in Marketing, Business, Data Analytics, or a related discipline.
• 8 to 10 years of solid experience in CRM, loyalty, or customer engagement, ideally within F&B, retail, or consumer sectors.
• Demonstrable experience managing and growing loyalty programmes and CRM campaigns.
• Strong analytical skills with the ability to translate data into meaningful actions.
• Proficiency with CRM platforms and marketing automation tools.
• Excellent communication and stakeholder management capabilities.
• Experience leading teams is preferred.
• Proactive, flexible, and comfortable working in a dynamic environment.