Location: Mumbai
Function: Commercial Team - Loyalty Management
Reporting To: Associate Vice President - Loyalty Management
About the Role
We are looking for a Loyalty Marketing Manager to drive customer engagement, retention, and lifetime value through strategic CRM and loyalty marketing initiatives. The role will be responsible for designing and executing targeted campaigns, managing customer journeys, leveraging guest insights, and enhancing member experiences across multiple touchpoints.
Key Responsibilities
Loyalty Program & CRM Management
- Design and develop customer journeys and oversee the corporate loyalty program to drive guest acquisition, retention, and lifetime value.
- Ensure the loyalty program aligns with brand and business objectives.
- Monitor and refine loyalty offerings to remain competitive, innovative, and relevant in the market.
- Create experiences that strengthen customer engagement and loyalty.
Campaign Strategy & Execution
- Create and manage targeted marketing initiatives and campaigns to maximize loyalty program participation and revenue impact.
- Develop communication strategies that effectively articulate the value proposition of the loyalty program.
- Create monthly campaign calendars and oversee execution across CRM channels including Email, SMS, WhatsApp, Digital and Social Media.
- Coordinate with marketing agencies for creative concepts, designs, content and campaign implementation.
Customer Lifecycle & Retention Marketing
- Partner with stakeholders to plan and execute upsell, cross-sell, retention and referral campaigns.
- Create customer cohorts based on behavioral and transactional variables.
- Drive dormant customer activation, customer retention and new customer acquisition initiatives.
- Map user journeys and manage end-to-end user lifecycle management campaigns.
Data, Analytics & Insights
- Leverage guest data and analytics to create personalized marketing campaigns, improve guest satisfaction and enhance revenue opportunities.
- Develop predictive models and segmentation strategies to understand guest behavior and drive engagement.
- Conduct market research including customer surveys, focus group discussions and mystery audits.
- Drive data segmentation, reporting, dashboard planning and weekly/monthly performance reviews.
Stakeholder Management
- Collaborate with Sales & Marketing stakeholders to align loyalty promotions with broader brand campaigns and business objectives.
- Work closely with internal teams, hotels, operations, vendors, partners and loyalty members.
Qualifications
- MBA or Master's Degree, preferably in Marketing or CRM specialization.
Experience
- 5-6 years of experience in Loyalty Program Management, CRM and Marketing.
- Experience in hospitality, travel or luxury retail sectors preferred.
- Demonstrated success in launching or managing large-scale loyalty programs.
- Strong analytical capabilities with the ability to derive actionable insights from data.
Desired Competencies
Behavioral Competencies
- Strategic planning and long-term thinking.
- Strong customer-centric mindset.
- Excellent written and verbal communication skills.
- Creative problem-solving and innovation.
- Ability to translate business objectives into actionable plans.
Functional & Technical Competencies
- CRM platforms such as Salesforce, Oracle Hospitality, Netcore, Capillary, Gupshup, MoEngage, WebEngage and A/B Testing tools.
- Analytics and reporting tools including Google Analytics, Tableau and Power BI.
- Marketing automation and digital engagement platforms.
- Data-driven marketing, customer segmentation and lifecycle management expertise.
