Manager, Changi Rewards Marketing

We are hiring! Changi Airport is looking for a dynamic marketing manager to drive growth for Changi Rewards, the travel and retail loyalty program of Changi Airport. As part of the Rewards Marketing team, you will play a pivotal role in driving customer acquisition and visits, increasing customer engagement and spend. To excel in this role, you need to be passionate about customer-centric interactions between customers and Changi, with the aspiration to uncover new growth opportunities. If you are excited about developing a best-in-class travel and retail loyalty program like us, join us! Key Responsibilities • Develop in-depth understanding of our members through data analysis and transform data insights into action plans to improve business performance. • Increase brand awareness through brand refresh campaign and program, and create top of mind recall. • Deepen engagement with different customer segments including travellers, non-travellers, airport community and premium customers. Initiatives for engagement can include launching Members Day, CR exclusive events and experiences, gamification, WeChat mini program targeting PRCs, and flash sales. • Lead and organise Rewards exclusive events to drive footfall, sales and unique customer experiences, managing end-to-end from planning and execution to post-event analysis. • Devise strategies and plans to convert inactive members to active members through online and offline engagements. • Manage Changi Rewards EDM marketing calendar and responsible for email contents marketing for Changi Rewards monthly statements and CR-led campaigns with agency. • Business partner to BUs and coordinate on their CR EDM needs; collaborate with stakeholders to implement data-led marketing initiatives to drive footfall and spend amongst our members. • Focus on customer segmentations, customer journeys and customer lifecycle management, and leverage on marketing automation tools to carry out customer lifecycle marketing. • Involved in marketing ops to support campaign management and execution on CRM loyalty program. • Drive effective and personalised digital engagement with members through various communication channels such as eDM, SMS, website, in-app, social media and other onsite or digital touchpoints. • Analyze and track loyalty marketing performance, dashboard reporting, optimize marketing ROI and provide recommendations to drive growth. • Support marketing partnerships to drive alternative revenue for Changi Rewards. • Provide business requirements to Product Development team to translate business needs into development of new features for a better customer experience. Key Performance Measurements • Brand Heath Index • Customer visits • Customer engagement rate • Spend per member • Penetration rate for active membersx Requirements • Good degree with 8-10 years of experience in loyalty marketing or digital marketing • Demonstrated success in customer relationship management or customer lifecycle management, from acquisition, engagement, conversion to retention. New revenue generation will be a strong plus. • Data-driven with strong analytical skills and business acumen, with keen interest to transform insights into growth opportunities. • Experience in hyper-personalisation campaigns across different customer segments and journeys through different channels. • Innovative, independent and self-driven individual who is a team player and agile to changes. • Ability to manage multiple stakeholders and partners, cross-collaborate and multi-task. • Excellent communications with both creative and analytical mindset. • Advanced in MS Office (Excel and Powerpoint), experience in Business Intelligence tools (eg Microstrategy, Tableau, Power BI, Google Analytics) and customer engagement platforms (eg Braze, Session M, Adobe Experience Cloud) highly desirable.