Loyalty Manager

We are looking for an experienced Mall Loyalty Manager to develop and manage the malls loyalty and customer engagement program. The role will focus on increasing customer acquisition, repeat visits, engagement, retention and spend through data-driven loyalty initiatives, rewards, personalized communication and strategic partnerships.

The candidate should have strong experience in mall loyalty, retail loyalty, CRM, customer engagement or retail marketing, with a good understanding of customer behaviour and mall footfall dynamics.

Key Responsibilities

1. Loyalty Program Management

• Develop, implement and manage the mall’s loyalty program.
• Drive customer registrations, active users and repeat participation.
• Design loyalty tiers, rewards, benefits, offers and engagement journeys.
• Ensure smooth execution of loyalty campaigns and customer benefits.
• Monitor program performance and recommend improvements.

2. Customer Acquisition & Engagement

• Develop strategies to acquire new loyalty members through mall campaigns, events, retailers and digital channels.
• Drive repeat visits and customer engagement through targeted campaigns.
• Create personalized offers based on customer profiles, preferences and behaviour.
• Develop initiatives to increase customer frequency and average spend.

3. CRM & Customer Data

• Maintain and analyze customer databases and loyalty program data.
• Segment customers based on demographics, spending, frequency, preferences and behaviour.
• Develop targeted SMS, WhatsApp, email, app and digital communication campaigns.
• Track customer journeys and identify opportunities for cross-selling and upselling.
• Ensure customer data is maintained accurately and handled as per applicable privacy requirements.

4. Retailer & Brand Partnerships

• Work closely with mall retailers, F&B brands, entertainment operators and service partners.
• Develop exclusive loyalty benefits and partner offers.
• Encourage retailers to participate in loyalty campaigns.
• Track retailer participation, campaign performance and customer redemption.

5. Campaigns & Events

• Collaborate with the mall marketing team to integrate loyalty initiatives with events and campaigns.
• Develop special rewards and experiences for festivals, launches, celebrations and high-footfall periods.
• Create member-exclusive experiences and privileges.
• Measure campaign ROI and customer response.

6. Analytics & Reporting

Track and report key loyalty metrics including:

• Total registered members
• Active loyalty members
• New member acquisition
• Repeat customer rate
• Visit frequency
• Customer retention
• Redemption rate
• Average customer spend
• Campaign conversion
• Customer engagement
• Revenue generated through loyalty initiatives
• ROI of loyalty campaigns

Prepare weekly/monthly management reports and dashboards with actionable insights.

7. Customer Experience

• Identify customer pain points and improve the overall mall experience.
• Monitor customer feedback and satisfaction.
• Work with operations, marketing, F&B, leasing and customer service teams to resolve recurring customer issues.
• Develop initiatives that strengthen customer loyalty and brand affinity towards the mall.