Senior Executive, Brand & Marketing

Role: Senior Executive, Brand & Marketing

Reports To: Manager, Brand & Marketing

Department: Brand & Marketing, Loyalty & Partnership

Position: Permanent

About Us

Since pioneering Asia Pacific’s first international-class serviced residence with the opening of The Ascott Singapore in 1984, Ascott has grown to be a trusted hospitality company with over 950 properties globally. Headquartered in Singapore, Ascott’s presence extends across more than 230 cities in over 40 countries in Asia Pacific, Central Asia, Europe, the Middle East, Africa, and the USA.

Its diversified accommodation offerings span serviced residences, co-living properties, hotels and independent senior living apartments. Ascott's award-winning hospitality brands include Ascott, Citadines, lyf, Oakwood, Somerset, The Crest Collection, The Unlimited Collection, Fox, Harris, POP!, Preference, Quest, Vertu and Yello. Through Ascott Star Rewards (ASR), Ascott’s loyalty programme, members enjoy exclusive privileges and offers at participating properties.

A wholly owned business unit of CapitaLand Investment Limited, Ascott is a leading vertically-integrated lodging operator. Harnessing its extensive network of third-party owners and in-market expertise, Ascott grows fee-related earnings through its hospitality management and investment management capabilities.

The Opportunity

We are searching for a Loyalty Marketing Senior Executive to join our dynamic team and play a key role in growing our global loyalty programmer’s footprint globally, with a focus on marketing and partnerships initiatives. As a strategic loyalty marketing specialist, you will be responsible for developing and executing membership campaigns and projects with regional and local stakeholders that drive programme brand awareness, member engagement, and achieve overall business objectives, specifically in relation to the loyalty programme.

Responsibilities:

Portfolio Marketing

• Collaborate with global, regional and local area teams to develop and implement membership sign-up and marketing strategies for the Ascott Star Rewards portfolio.
• Define and track key performance indicators (KPIs) to measure the effectiveness of marketing initiatives.
• Own and manage Ascott Star Rewards brand and marketing governance, ensuring all materials adhere to loyalty brand guidelines.
• Develop and manage ASR member email communications to support marketing campaigns.
• Secure stakeholder alignment and approval for marketing initiatives.
• Manage and track marketing budgets, ensuring efficient allocation of resources.
• Conduct research, analyze trends, and provide insights to inform marketing decisions.
• Manage relationships with local marketing teams across 14 clusters and coordinate marketing efforts across different departments and teams as needed

Ascott Star Rewards Experiences

• Partner with internal and external stakeholders to deliver seamless sign-up SOPs and member experiences across all touchpoints.
• Champion the development and execution of engaging Ascott Star Rewards experiences both on and off-property.
• Maintain and track a comprehensive calendar of all Ascott Star Rewards experiences and marketing activities globally.
• Ensure experiences are aligned with the programme's overall strategy and brand values.

Experiential Activation & Partnerships

• Develop and execute tactical marketing campaigns with partners to drive meaningful engagement with the loyalty programme and portfolio.
• Manage the execution of partnership activation and marketing plans, adhering to negotiated partnership agreements.
• Support the execution of member event activations to ensure timely deliveries and stakeholder communications
• Collaborate and align all efforts with performance marketing and PR efforts for maximum impact, reach and engagement.
• Track and manage budgets for experiential campaigns and partnerships.
• Measure and report on the performance of partnership campaigns and events.

Requirements:

• Degree/Diploma in Branding, Marketing or Communications
• 3-5 years’ experience in branding and marketing, with exposure to loyalty marketing or membership programmes
• Independent worker with good organisational and writing skills
• Some design software skills including Adobe Photoshop and Illustrator preferred
• Creative and curious individual who thrives in a dynamic environment
• Team player with good interpersonal skills to engage stakeholders across various job functions and countries
• Good command of English and Chinese for liaison/communication with the Chinese market.