Key Job Responsibilities
Marketing
- Marketing strategy: develop and manage the marketing strategy for the loyalty program, working with Head of Loyalty
- Brand custodian: working with Group CMO, be the custodian of the loyalty program brand and undertake advertising and other activity to raise the profile and image of the program in line with values and branding
- Manage the marketing agency relationship for the loyalty program
- Manage program communications through multiple channels including online, mobile and customer service to ensure they are informative, effective and in line with program branding
- Manage publicity for the loyalty program
- Develop marketing collateral for the program
- Develop and execute direct marketing channel strategy involving effective use of all available DM channels including email, sms, whatsapp, inAPP notifications etc.
- Develop and manage loyalty CHATBOT experience
- Monitor industry best practices. Integrate best practices to ensure optimal results, improved deliverability, and compliance around permission-based marketing, privacy and spam regulation
- Provide leadership and direction to team towards the achievement of goals and objectives
- Guide and motivate team to enhance performance and produce quality work, and ensure that they are continuously developed for higher level roles
- Annual development of marketing budget and financial responsibility for managing the budget
Campaigns and Promotion Management
- CRM Campaigns: work closely with Data & Analytics team to identify opportunities to grow loyalty program revenues through CRM and loyalty campaigns
- Setup promotions and campaigns in various systems such as the LMS backend, MoEngage, Content
- Management System, Point of Sale system etc
- Develop DRIP campaign management strategy and framework and work with all vendors to execute the same for all loyalty touch points
- Work together with Partnerships team to develop and execute marketing campaigns for program partners
- Work closely with internal and external stakeholders to develop and deliver marketing and campaign plans that support business objectives
- Understand business priorities and translate these priorities into marketing campaign activities that support key performance indicators
- Ensure that all key stakeholders are always kept informed about campaign progress
- Agree key processing dates with internal and external stakeholders and delivery team
- Follow QC processes across all areas of campaign delivery – ensure that QC steps have been followed by delivery team:
- Assist with the campaign side of application developments
- Provide guidance into creative design
- Coordinate of campaigns with external vendors if required
- Liaise directly with the partners on operational requirements for their campaigns
- Identify, develop and manage improvements to campaigns – targeting, design, testing, measurement
- Document processes
- Participate in UAT of system changes
- Participate in key planning sessions with other departments as a subject matter expert
- Responsible for the delivery of timely, error free campaign outputs
- Manage content development in support of partner marketing plans and campaign executions, including presentations, sales collateral, marketing materials etc.
- Ensure that partner-related content aligns to partner marketing and brand guidelines
- Work with team members (digital, brand) to ensure partner marketing needs are represented in content marketing, digital marketing, PR and brand marketing plans
- Assist in the proofing and checking of the data for partner campaigns and marketing activities
- Schedule and prioritise analysis, monitor delivery and escalate where necessary
- Compile and generate partner campaign reports
- Communicate campaign learnings, insights and recommendations to partners for continuous improvements
- Assist with all User Acceptance Testing requirements pertaining and reports including test case building and testing on devices specially those pertaining to marketing and promotions
Education & Work Experience
- BS/BA in Marketing or related field
- Minimum 5-8 years of marketing experience
- Marketing and loyalty program experience in multi-brand loyalty programmes, credit card rewards, telco or retail is preferred
- Experience with branding and advertising
- Experience with new media, mobile marketing and digital advertising
- Experience of working customer experience platforms such as MoEngage
- Experience of working on LMS backends
Skills & Personal Attributes
- Ability to listen well, contribute to creative business discussions, influence the thinking of or gain acceptance from senior executives
- Detail-oriented with the ability to manage projects from inception through execution
- Strong commercial acumen and business judgment
- Excellent negotiation skills
- Excellent communication skills, both verbal and written
- Comfortable with data, analytics, CRM and loyalty programs coupled with creativity and a passion for branding
- Ability to manage concurrent and time sensitive projects
- A hunger to learn and ability to flourish in a dynamic, high-growth, entrepreneurial environment
- Entrepreneurial, self-starter with hands-on approach
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