Senior Analyst, Global Loyalty Operations

Overview of the Role

The Senior Analyst, Global Loyalty Operations is a key analytical and operational role supporting the effective management, governance and continuous improvement of the global loyalty programme. The role combines data analysis, programme operations, reporting, financial reconciliation, campaign measurement and cross-functional coordination to ensure loyalty activities are accurate, controlled and aligned with business objectives.

The Senior Analyst will take ownership of recurring operational reporting and analysis, identify data and process gaps, investigate discrepancies, and translate findings into practical recommendations. The role works closely with Loyalty, Finance, Marketing, CRM, IT, hotels and external partners to support programme integrity, member engagement and revenue performance.

Key Responsibilities

1. Loyalty Operations & Programme Governance

• Own and maintain key operational processes supporting the loyalty programme, ensuring accuracy, consistency and timely completion.
• Monitor member enrolment, points earning and redemption activity, tier activity, campaign mechanics and other programme transactions.
• Validate loyalty programme rules, transaction logic, points calculations, multipliers, bonuses and eligibility requirements.
• Identify operational, data or system gaps and coordinate with relevant stakeholders to resolve issues.
• Support testing and validation of system enhancements, new programme functionality, integrations and process changes before deployment.
• Maintain clear documentation, controls and standard operating procedures for recurring loyalty processes.

2. Data Analysis, Reporting & Dashboards

• Develop, maintain and enhance recurring global loyalty reports and dashboards covering membership, acquisition, engagement, points, revenue and programme performance.
• Analyse member behaviour, trends, participation and performance across markets, tiers, channels and member segments.
• Monitor key performance indicators including enrolment, active membership, acquisition, retention/churn, points accrual, redemption, breakage and member spend.
• Use data to identify trends, anomalies, opportunities and risks, and provide clear, actionable insights to stakeholders.
• Build and maintain dashboards and reports using Excel, Power BI and other relevant analytics tools.
• Ensure reporting definitions, data sources and methodologies are consistent and clearly documented.
• Own, maintain and continuously enhance the Digital Marketing Dashboard, ensuring accurate and timely reporting of key digital marketing, CRM and loyalty performance metrics.
• Collaborate with Digital Marketing, CRM and relevant stakeholders to ensure data sources, definitions, tracking and reporting requirements are aligned and consistently maintained.
• Analyse digital marketing performance and customer engagement data to identify trends, campaign effectiveness and opportunities for optimisation.

3. Points, Financial Reconciliation & Chargeback Management

• Prepare and analyse loyalty chargeback and reconciliation reports to support accurate financial accounting and programme governance.
• Validate points awarded, reversed and redeemed across eligible transactions and campaigns.
• Investigate discrepancies in points, transaction tagging, member attribution, campaign awarding and financial reporting.
• Work closely with Finance and hotel operations to resolve discrepancies and ensure appropriate financial treatment.
• Monitor programme costs, bonus points exposure and related operational metrics to support budget and forecasting discussions.
• Maintain an audit-ready record of adjustments, exceptions, approvals and corrective actions.

4. Campaign & Promotion Analytics

• Support the planning, implementation and post-campaign analysis of loyalty campaigns, promotions and targeted offers.
• Validate campaign mechanics, eligibility, awarding rules, timelines and reporting requirements before launch.
• Track campaign performance including enrolment, engagement, conversion, revenue, points cost, redemption and ROI-related measures where applicable.
• Identify underperforming or inconsistent results and provide data-backed recommendations for optimisation.
• Partner with CRM and Marketing teams to support segmentation, targeting and performance measurement.

5. Membership & Customer Insights

• Analyse membership acquisition, engagement, tier movement, retention, redemption behaviour and member value.
• Identify meaningful trends and member segments that can support programme and commercial decisions.
• Monitor customer satisfaction and feedback data through platforms such as Revinate and identify recurring loyalty-related pain points.
• Translate customer and membership insights into practical recommendations for improving member experience and programme performance.

6. Cross-Functional & Project Support

• Work closely with Loyalty, CRM, Marketing, Finance, IT, Digital, Revenue, Distribution, hotel operations and external partners.
• Support global loyalty projects, system enhancements, integrations, partner initiatives and process improvements.
• Coordinate requirements, testing, validation, issue tracking and reporting for assigned projects.
• Provide analytical support and clear recommendations for business cases, management updates and decision-making.
• Represent Global Loyalty Operations in relevant working groups and project discussions when required.

7. Process Improvement & Data Governance

• Continuously identify opportunities to simplify, automate and strengthen loyalty operational processes.
• Identify data quality issues and recommend improvements to data collection, tagging, reporting and governance.
• Promote consistent use of definitions, controls and reporting standards across markets and properties.
• Create, maintain and improve recurring reporting processes to ensure timely and reliable delivery.

8. Market & Competitive Intelligence

• Monitor relevant loyalty, hospitality, CRM and customer engagement trends.
• Support benchmarking and research on competitor loyalty programmes, industry practices and emerging opportunities.
• Summarise relevant findings and implications for the Global Loyalty team.

Key Deliverables / Success Measures

• Accurate and timely global loyalty reporting and dashboards.
• Reliable points, chargeback and campaign reconciliation with clear audit trails.
• Effective identification and resolution of data, system and operational discrepancies.
• Successful testing and validation of loyalty system and process changes prior to deployment.
• Actionable analysis that supports programme performance, member engagement and financial control.
• Continuous improvement in reporting efficiency, data quality and operational governance.
• Accurate, timely and reliable Digital Marketing Dashboard reporting, with clear insights into digital, CRM and loyalty performance.

Requirements

• Bachelor’s degree in Business, Marketing, Data Analytics, Finance, Hospitality or a related discipline.
• Typically 4–6 years of relevant experience in loyalty operations, analytics, CRM, hospitality, travel, retail or a related field.
• Strong experience in data analysis, reporting, reconciliation and translating data into actionable business insights.
• Advanced proficiency in Microsoft Excel; strong working knowledge of Power BI and/or other reporting and analytics tools.
• Experience with CRM, loyalty management, hospitality or customer data platforms. Familiarity with Salesforce and Revinate is an advantage.
• Strong understanding of data quality, validation, reconciliation and operational controls.
• Strong attention to detail with the ability to investigate discrepancies and follow issues through to resolution.
• Good project coordination and stakeholder management skills, with the ability to work across global and cross-functional teams.
• Strong written and verbal communication skills, with the ability to present analytical findings clearly to both operational and senior stakeholders.
• Experience in hospitality, loyalty, CRM or partnership programmes is preferred.

Preferred Platform Knowledge

• Power BI
• Google Analytics
• Google Tag Manager
• Salesforce
• Revinate

Role Expectations

The Senior Analyst is expected to operate with a high level of ownership, accuracy and commercial awareness. The role should not only produce reports, but also understand what the data means, challenge inconsistencies, identify root causes and recommend practical improvements. The Senior Analyst is expected to work independently on assigned areas while escalating material risks, issues and decisions appropriately.