Director of Brand Marketing (Regional)

SUMMARY

Reporting to the Senior Vice-President of Brand Marketing (based in Hong Kong), you are responsible for setting and growing Dorsett's loyalty programme globally, evaluating the programme performance to achieve the group financial / operations / programme targets, growth of programme membership in partnership with other disciplines and conducting new hotel loyalty programme participation.

RESPONSIBILITIES

Loyalty Program Development and Delivery

• Developing and setting up the backbone and workflow of the hotel systems including the PMS (Property Management System),CRS (Central Reservation System), CRM (Customer Relationship Management) to integrate with the loyalty programme structure and its membership database
• Work with the appointed loyalty programme agency and the CRM taskforce in the key cities to conduct an effective programme formation and communications for smooth launch and continuity
• Support the new hotel loyalty programme participation including system integration, operation training and promotion
• Direct the programme goals and objectives including setting up key milestones and KPIs for the participating hotels
• Setting up the business rules of the programme, policies and procedures with the appointed agency, related stakeholders and the participating hotel operation lines
• Identifying and setting key market by-stage penetration strategy
• Formulating the programme's short to long term strategic plans to support the entire commercial strategy of Dorsett

Internal Communications

• Lead internal loyalty awareness and activities to support Dorsett associates to get acquainted with the programme, benefits and its values especially among the front line operations, sales and marketing functions
• Implement a programme performance communication and reporting, the metrics could include the member enrolment, the revenue contribution, the market penetration, the member preference and activeness insights to the internal stakeholders and the senior managements
• Conduct regular performance review to the participating hotels
• Monitor the loyalty programme service standard to ensure benefits and new initiatives are executed in a timely manner in the participating hotel operations
• Answer participating hotel operations on any enquiries and special requirements, conduct training to related operation teams and reporting the programme bugs and enhancements to the appointed loyalty programme agency

Customer Loyalty and Management

• Provide programme communications support including setting up of members portal, digital and offline collateral, periodical and ad-hoc communications (eg. emails)
• Develop new enrolment and communication channels for selected markets (eg. Wechat for China market), the group's CRS and mobile application
• Ensure the loyalty scheme operates effectively across Dorsett by working closely with colleagues in:

1. Corporate e-commerce and revenue team to ensure loyalty programme achieves the financial targets
2. E-commerce and IT to ensure that the loyalty programme, membership database and its features are appropriately supported and promoted online
3. Corporate marketing communications team to optimize the loyalty programme exposure and presence through integrated marketing strategy
4. Corporate Legal to ensure the group privacy policies and data protection procedures are implemented in the related stakeholders and hotel operations
5. Loyalty programme participating hotel operations to ensure members understand the benefits of being a loyal customer

• Drive co-brand partnership as part of acquisition and member experience development strategy
• Manage and review Dorsett loyalty programme's benefits, features and rules, and continually improve them to stay competitive
• Ensure all customer feedback or complaints are promptly addressed / answered and completing the service recovery in a timely manner

JOB REQUIREMENTS (KNOWLEDGE, SKILLS & ATTRIBUTES)

• Degree in Marketing or Business-related field with studies in Loyalty or CRM preferred
• Minimum 8 years of experience, regional exposure will be advantageous
• Proficient in Microsoft Office, Database management and online CRM
• Extensive experience in building, revamping and managing a hotel or travel-related loyalty programme, including hands-on experience in developing and implementing targeted offer strategies
• Ability to work independently with a flexible, innovative and creative approach
• Excellent written and oral communication skills
• Excellent analytical skills and ability to present the concepts, findings and results to senior management

WHAT WE OFFER

• Annual Wage Supplement (AWS)
• Variable Bonus. (subject to Group and individual performance)
• Meal Allowance
• Birthday leave
• Flexible benefit (Dental, Optical)
• Laundry benefit
• Insurance benefit
• Room and F&B staff discounts

We regret that only shortlisted candidates shall be notified