Assistant Manager/Manager (Rewards)

The Assistant Manager/Manager (Loyalty) will lead the launch and ongoing management of the brand's loyalty programme, mobile app, web ordering platform and digital ordering channels in Singapore. As the Marketing Project Lead, he/she will work closely with global teams, internal stakeholders, technology vendors, delivery partners and agencies to deliver a seamless omnichannel customer experience.

The role is responsible for optimising the local loyalty value proposition within the global framework to drive customer acquisition, engagement and retention. He/She will also oversee CRM initiatives, digital platform enhancements and integrated marketing campaigns to maximise programme adoption and business performance.

Combining CRM, digital product management and project management, this role plays a key part in building a best-in-class digital and loyalty ecosystem and supporting the successful launch and growth of the brand in Singapore.

Loyalty Strategy & Local Market Optimisation

• Manage the local implementation of the global loyalty programme and ensure successful market adoption.

• Evaluate the loyalty value proposition to ensure it remains relevant and competitive within the Singapore QSR landscape.

• Recommend local enhancements, promotions, campaigns and member benefits for member acquisition, engagement and retention while remaining aligned with global brand guidelines.

• Monitor and analyse customer behaviour and market trends to identify opportunities to strengthen programme performance.

• Develop the local loyalty roadmap in partnership with Marketing Director and International Marketing.

• Manage loyalty budget jointly with Marketing Director to achieve efficiency of spend to meet business goals

• Manage the day-to-day operations of the loyalty programme

CRM & Member Engagement

• Plan and execute lifecycle marketing campaigns, including welcome journeys, birthdays, win-back, retention and personalised offers.

• Develop member-exclusive integrated marketing campaigns and partnerships to drive member acquisition, as well as increase visit frequency and average spend

• Manage customer segmentation and targeted communications across digital and on-site touchpoints

• Track campaign performance and optimise communications based on customer insights.

Digital Customer Experience

• Continuously review the end-to-end digital ordering journey to improve ease of use, conversion and customer satisfaction.

• Monitor app ratings, customer feedback and ordering behaviour to identify enhancement opportunities.

• Work closely with Operations to optimise the digital guest experience from ordering through fulfilment.

Analytics & Business Performance

Monitor and report on key KPIs, including:

• Loyalty member acquisition and member activation

• Monthly active users and customer retention

• Repeat purchase rate and conversion rates

• Member behavior such as average spend per member, promotion redemption rates

• App downloads and registrations

• Digital ordering adoption and sales contribution

• Campaign ROI

• Provide actionable recommendations to improve programme performance and customer engagement.

Mobile App & Digital Ordering Project Management

• Act as the key marketing lead and owner of the Singapore mobile app and web ordering platform.

• Partner with global teams, technology vendors and internal stakeholders to deliver app and web platform features, enhancements and continuous improvements.

• Coordinate User Acceptance Testing (UAT), issue resolution and go-live readiness.

• Manage feature prioritisation, release planning and project timelines to ensure successful delivery.

• Oversee the rollout and optimisation of digital ordering capabilities, including click-and-collect, payment integration, promotions and future digital initiatives.

• Partner with third-party delivery aggregators to optimise platform presence, execute marketing campaigns, drive customer acquisition and grow digital sales.

• Monitor digital platform performance and customer feedback, identifying opportunities to enhance the end-to-end customer experience across the app, website, delivery platforms and in-store touchpoints.

Cross-functional & Vendor Management

• Serve as the primary marketing liaison for all loyalty and digital platform initiatives alongside Marketing Director.

• Collaborate with Operations, IT, Finance, Global Marketing and external technology partners to ensure successful project delivery.

• Manage vendor relationships, project timelines, budgets and service delivery.

• Facilitate regular project meetings and communicate progress, risks and mitigation plans to stakeholders.

Requirements:

• Bachelor's Degree in Marketing, Business or related discipline.

• Minimum of 4 years of specialisation in CRM, loyalty, digital marketing or customer engagement.

• Experience launching or managing loyalty programmes.

• Experience managing mobile app development or digital products is an advantage.

• Proactive self-starter with strong project management skills and the ability to coordinate multiple internal and external stakeholders.

• Strong analytical mindset with experience using CRM platforms and marketing analytics.

• Excellent communication and stakeholder management skills.

• Experience in QSR, F&B, retail or hospitality is preferred.

• Meticulous with an eye for detail.