Manager/Senior Manager, Loyalty & Partnership

Job Description

CRM & Loyalty Strategy

• Own the BTGR programme with P&L accountability and be responsible for financial KPIs to determine the success of the programme

• Develop and drive the Group’s loyalty strategy, with a strong focus on growing the BreadTalk Group Rewards Programme

• Establish customer lifecycle frameworks across acquisition, engagement, retention, and reactivation

• Drive segmentation and personalisation strategies to enhance customer experience across all brands

• Identify opportunities to increase customer frequency, spend, and lifetime value

BreadTalk Group Rewards Programme Management

• Continuously enhance the BreadTalk Group Rewards Programme, including programme structure, mechanics, and member value proposition

• Monitor programme performance and drive initiatives to improve member acquisition, engagement, and retention

• Lead the expansion of partnerships to strengthen the loyalty ecosystem and enhance member benefits

• Provide strategic direction on corporate orders and partnership initiatives to ensure alignment with business objectives

Campaigns & Execution

• Oversee end-to-end campaign planning and execution across all channels (eDM, app push notifications, SMS, etc.)

• Drive automation and personalisation initiatives through CRM tools and platforms

• Establish testing and optimisation frameworks to improve campaign effectiveness and ROI

• Ensure timely and accurate deployment of communication materials across all touchpoints

Data Analytics & Insights

• Lead the analysis of customer data to derive actionable insights and recommendations

• Define and track key metrics, including member growth, retention rates, repeat purchase, and campaign performance

• Partner with internal stakeholders to translate insights into strategies that drive store traffic and sales

• Oversee reporting frameworks and regular performance updates to management

Digital Platform & App Management

• Act as the business owner of the BreadTalk Group Rewards Programme app

• Sound knowledge of programme technicalities to work alongside programme vendor

• Work closely with IT, vendors and digital teams to drive system enhancements, integrations, and new feature rollouts

• Oversee UI/UX improvements, incorporating feedback from stakeholders and customers

• Ensure the app experience remains customer-centric, seamless, and competitive

Stakeholder Management

• Collaborative, mature leader competent at stakeholder management to achieve business goals and organisational projects together

• Partner closely with Brand, Marketing, Operations, and external vendors to drive initiatives

• Align strategies across multiple brands within the Group

• Provide guidance to stakeholders on leveraging the loyalty programme to drive business performance

• Ensure smooth execution of campaigns, promotions, and partnerships across all outlets

Team Leadership

• Lead, mentor, and develop the Loyalty & Partnership team

• Set clear direction, priorities, and performance expectations

• Foster a data-driven and customer-centric culture within the team

Job Requirements

• Degree in Marketing, Business, Data Analytics, or related field

• Minimum 8–10 years of relevant experience in CRM, loyalty, or customer engagement roles, preferably in F&B, retail, or consumer industries

• Proven experience in managing and scaling loyalty programmes and CRM initiatives

• Strong analytical mindset with the ability to translate data into actionable insights

• Experience with CRM systems and marketing automation tools

• Strong stakeholder management and communication skills

• Prior experience in leading teams is preferred

• Self-driven, adaptable, and comfortable operating in a fast-paced environment