Job Description

Entity/Property: COMO Hotels & Resorts (Asia) Pte Ltd
Position: Head of CRM
Base Location: Singapore
Department: Marketing
Reports To: Director of Marketing
Key Mandate:
You will be responsible for leading and managing all CRM and Loyalty related initiatives, programs and campaigns for COMO Hotels & Resorts.
Responsibilities: Management and Strategy:

• Contribute to the corporate marketing strategy and achieve overall business objectives by driving customer and member profitability for COMO Hotels & Resorts and their relevant stakeholders.
• Oversee overall group CRM strategies to drive customer lifetime value, retention, loyalty, and advocacy.
• Lead implementation of CRM and loyalty marketing campaigns to drive acquisition, incremental revenue, and awareness of membership privileges
• Conduct customer journey mapping to identify key business and customer touchpoints, enabling opportunities and fixing gaps.
• Lead implementation of new CRM management tool, working closely with the relevant vendors, hotel teams and internal IT teams.
• Act as central point of contact for on-going loyalty operations and loyalty marketing projects and initiatives for COMO Hotels and Resorts.
• Form ongoing CRM strategies that enable the continuous and consistent testing, learning, and optimization in order to maximize consumers’ lifetime value.
• Develop and leverage consumer behavioral, lifestyle, transactional, and demographic data in order to deliver insights for relevant marketing programs, with a vision of growing consumer loyalty and increasing their lifetime value to the business.
• Manage customer communications applicable for COMO Hotels & Resorts. This includes coordinating for content, image and technical layout, segmentation of target audience as well as opening rates/analysis of success.
• Oversee customer feedback and engagement strategies, tracking management response, and sharing of best practices between hotels.
• Developing testing strategies for all aspects of the CRM to ensure the most effective approach for the company and its products.
• Demonstrate people and negotiation skills through the ability to lead and influence cross-functional teams.
• Conduct training sessions and prepare materials relating to loyalty operations on property.

• Work collaboratively with the HQ Marketing Team and COMO Group Marketing stakeholders to execute CRM marketing campaigns.
• Work closely with hotel operations teams on the adoption of the loyalty program both to drive staff engagement and to develop customer-facing best practices.
• Identify & establish key partners & merchants for the CRM and Loyalty Program IT and technology infrastructure.
• Manage key CRM and Loyalty vendor relationships.
• Work with Data Protection Office to ensure all CRM programs and initiatives are in compliance with relevant Personal Data Protection legislations.
• Review the various CRM programs capabilities on an annual basis and recommend improvements to stay relevant to the changing business landscape.
• Collaborate across internal and external stakeholders to optimise member lead customer communications and marketing campaigns

• Develop consumer segmentation models along with internal and external analysts and based on common characteristics inclusive of purchase history, consumer type, consumer behavior, and demographics.
• Possess excellent written and verbal communication skills that will ensure these reports and presentations are clear, concise, and convincing.
• Possess strong analytical skills coupled with project management and planning skills.
• Demonstrated a substantial knowledge in CRM segmentation, campaign management, direct marketing, offer management, data mining, interactive marketing, database marketing, and email marketing.

• Bachelor or Master degree in Business Management, Marketing Communications, Digital Marketing, Hospitality Management, Technology or other relevant degree.
• Minimum 8 years of experience in CRM, Loyalty Marketing, Project Management or Consulting.
• Experience in travel and hotel industry preferred.
• Demonstrated experience with Property Management System (PMS), Database management platforms (DMP, CDP), CRM tools, and Loyalty Programmes.
• Familiar with hotel IT infrastructure, connecting Property Management Systems, CRM platform and third party tools.
• Experience with Tableau or other data visualization software
• Sound understanding of data analytics, from analyzing trends, growth areas, and survey analytics
• A team player with strong collaboration skills, being able to handle multiple C-level stakeholders’ relationships
• Strong business acumen, analytical and presentation skills
• Fluency in English (oral and written) with excellent writing skills
• Outstanding project management skills, solution and action-oriented
• An adept of the marketing test & learn culture and comfortable with the experimentation frameworks.
• Self-starter and able to work independently in a fast-paced environment.