Associate Director, Loyalty Marketing & CRM

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Additional Information

The Associate Director, Loyalty Marketing & CRM oversees the development and execution of Loyalty Marketing and CRM activities for B2C and B2B members, actual and potential. The role is responsible for supporting the growth, engagement, and relevance of the Loyalty Program through strategic marketing, CRM, promotional campaigns, social media, and PR initiatives. The candidate will develop and implement Loyalty Marketing and CRM plans, lead loyalty promotions and awareness initiatives, oversee member communication strategies, and support the development of localized market activations to increase loyalty visibility and engagement in key strategic markets. The role will work closely with Loyalty Partnerships, Brand, Digital, CRM, Analytics, Operations, Communications, regional teams, and external agencies to ensure consistent and impactful member engagement across channels. The objective of the role is to drive member acquisition, increase enrolment beyond hotel touchpoints, strengthen member activation and engagement, and elevate overall Loyalty Program awareness through integrated marketing and CRM strategies. Roles/Responsibilities: Loyalty Marketing & CRM Strategy Lead the development and execution of the Loyalty Marketing and CRM strategy aligned with overall Loyalty and company objectives. Develop initiatives designed to increase member acquisition beyond hotel touchpoints. Manage the development of localized loyalty marketing plans and activations in strategic growth markets. Drive initiatives focused on strengthening member activation, engagement, retention, and overall program awareness. Manage the Loyalty Marketing & Communications calendar across campaigns, activations, CRM, social media, PR, and partnership initiatives. Lead the tracking of the program's overall health & KPIs. Loyalty Campaigns, Activations & Member Engagement Develop and manage loyalty promotions, campaigns, and member engagement initiatives across global and regional markets. Support B2C and B2B Loyalty marketing initiatives and campaigns across key segments and markets. Lead Loyalty activations, member events, and engagement initiatives designed to strengthen emotional loyalty and member connection with the brand. Work closely with Loyalty Partnerships to support partnership activations, member experiences, and campaigns leveraging strategic partnerships. Lead member activation initiatives through targeted communications, lifecycle marketing, segmentation, and campaign planning. Collaborate with CRM Activation, Analytics, Digital, and regional teams to optimize campaign performance and member engagement across the member lifecycle. Social Media & PR Lead the Loyalty social media strategy to increase program awareness, engagement, and relevance across member and non-member audiences, while working closely with Social Media teams and external agencies on execution. Lead Loyalty PR initiatives and awareness campaigns across key strategic markets in collaboration with PR and Communications teams, spanning both corporate and consumer media. Support Loyalty-related awards, media opportunities, executive interviews, and broader company communication initiatives involving the Loyalty Program. Ensure consistency of Loyalty messaging, positioning, and strategic priorities across member-facing communications, corporate communications, and executive visibility opportunities. Competencies & skills requirements Strong understanding of loyalty marketing, member engagement, CRM and campaign management. Strategic thinker with strong execution capabilities and attention to detail. Creative mindset with the ability to develop impactful member-facing campaigns and activations. Strong analytical capabilities with the ability to assess campaign performance and member engagement trends. Excellent oral, written, communication, and presentation skills. Proven ability to work cross-functionally across teams, departments, agencies, and regions. Strong organizational, prioritization, and stakeholder management skills. Comfortable operating both strategically and hands-on in fast-paced and evolving environments. Entrepreneurial mindset with strong ownership mentality and proactive approach. Structured, solution-oriented, and collaborative working style. Minimum education: Bachelor's Degree in Marketing/Economics or Hotel Management required (MBA preferred) Minimum experience: 6-8+ years of experience in marketing, digital and/or marketing, loyalty engagement and CRM Experience with CRM and marketing automation platforms. Experience managing marketing campaigns across multiple channels and markets. Experience with social media, PR coordination, and brand awareness initiatives. Understanding of loyalty economics, customer lifecycle marketing, and member engagement strategies ****The description of functions is merely indicative and not exhaustive. Accordingly, the employee shall perform any other duties inherent to the labour position and their professional

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