Loyalty Design & Execution Lead
Posted 1
view
Job Purpose:
The Loyalty Lead owns the Guardian membership proposition in Singapore and is accountable for growing the identified customer base, member sales penetration and the commercial value the programme returns to the business across Guardian stores, the Guardian app, online and brand-specific programmes such as GNC Rewards.
Reporting to the Marketing Director, the role owns the loyalty proposition end to end — from member strategy, value proposition, pricing, rewards and lifecycle engagement through to programme economics, personalisation, platform capability to and in-store execution. The role holds an agreed annual target for member penetration, member sales and net programme contribution.
The role will build the capabilities, customer data and operating model required for Guardian loyalty programme. This includes translating customer insight and commercial priorities into a differentiated member proposition that drives frequency, retention, customer value and profitable growth.
Leading a team spanning programme strategy, CRM and campaign operations, analytics and partnerships, and works closely with Commercial, Retail Media, Digital, Technology, Finance and Store Operations to turn first-party customer data into relevant member value, supplier-funded income and incremental sales and margin.
Main Duties and Responsibilities:
- Loyalty Strategy and Digital Growth
- Own the Guardian Singapore loyalty strategy and multi-year roadmap, aligned with the overall business and customer growth strategy.
- Deliver annual targets for member acquisition, active members, member sales penetration, transaction penetration, frequency, retention and customer value.
- Own the acquisition engine across every touchpoint — point of sale, app, online, services and brand programmes — and hold identification rate as a tracked operating metric.
- Build the activation, retention, reactivation and win-back agenda for different customer value segments.
- Develop customer segmentation and value frameworks to identify priority customer groups, growth opportunities and differentiated engagement strategies.
- Benchmark competing health & beauty, and other high-frequency cross category loyalty programmes and translate relevant learnings into a prioritised design and investment list.
- Member Proposition & Lifecycle Engagement
- Design the member benefits, including member pricing tiers, points and voucher mechanics, birthday and milestone rewards, and wellness benefits.
- Own the lifecycle journey framework - welcome, onboarding, replenishment, cross-category engagement, birthday, lapsed and win-back
- Own the calendar of member-exclusive campaigns and activations
- Set reward and redemption rules, validity, exclusions and reversal logic, ensuring mechanics are scalable and configurable.
- Own member communications across app, email, SMS and relevant in-store touchpoints, ensuring relevance, frequency discipline and consistent brand experience.
- Establish a structured test and learn programme across mechanics, offers and creative, refining them against sales and margin data.
- Programme Economics & Commercial Performance
- Own the loyalty P&L, balancing issuance cost, redemption rate, reward and voucher funding, platform and operating cost against member sales and margin delivered.
- Maintain the programme economics model, including reward cost, redemption, breakage, points liability, funded value ceilings and programme contribution.
- Set clear return thresholds for loyalty investment and reallocate reward investment away from activities that does not pay back.
- Secure supplier funding for member offers and pricing in partnership with Commercial, and track funding claimed and received.
- Prepare business cases, budget submissions and investment approvals for loyalty capabilities and campaigns, with clear assumptions and measurable expected returns
5. Data, Personalisation & Monetisation
- Provide thought leadership on digital trends, tools, and emerging technologies relevant to retail and omnichannel marketing
- Own the member data agenda with H&B Format and Group Technology Team
- Drive segmentation, RFM and lifetime value models and next-best-offer logic.
- Drive personalised offers and recommendations at scale, and report the incremental sales and margin attributable to it.
- Enrich the customer view with wellness services, pharmacy and digital behaviour data, within consent and privacy requirements.
- Partner the Retail Media and supplier marketing teams to monetise member audiences through targeted, supplier-funded offers, audience targeting and closed-loop measurement.
- Translate customer data and insights into clear actions for Commercial, Marketing, Digital and Store Operations, influencing range, pricing, promotions and customer activation.
6. Loyalty Platform, Digital Product & Store Execution
- Act as the primary business owner for the loyalty and customer engagement platform, owning requirements, configuration decisions, scope, User Acceptance Testing and release readiness.
- Own member identification and entitlement at the point of sale, including member lookup, member-price trigger and voucher validation, working with Technology and Store Systems.
- Drive app adoption as the primary member channel, including downloads, daily active users, enrolment, offer activation and redemption rates.
- Ensure a consistent member experience across assisted checkout, self-checkout, click and collect, delivery and online, with no “dead ends” in the member journey.
- Work with Store Operations to ensure frontline teams are equipped with training, prompts, tools and incentives to drive consistent member identification and enrolment
7. Partnerships & Brand Programmes
- Build and manage partnerships that extend member value beyond Guardian, structured so partner-funded value carries the cost of participation.
- Own brand-specific member programmes such as GNC Rewards, ensuring mechanics are competitive in category, consistent in design rules, and able to consolidate into the wider membership over time.
- Manage loyalty platform vendors and agencies against commercial terms, service levels and delivery milestones, including data portability and exit provisions.
- Support cross-border and cross-banner member initiatives with Group and neighbouring markets, within agreed commercial and legal boundaries.
8. Governance, Compliance & Team Leadership
- Lead, coach and develop a high performing team spanning programme design, CRM and campaign operations, and partnerships.
- Establish governance for loyalty performance, including reporting cadence, decision forums, programme roadmap, risk register and escalation processes.
- Ensure compliance with PDPA, consent management, marketing permissions, data retention and information security requirements, working with Legal and Technology.
- Provide regular performance reporting to leadership covering member growth, penetration, engagement, programme economics and initiative-level return, with clear recommendations.
- Influence across Commercial, Store Operations, Marketing, Finance, Technology and Group functions to align timelines and unblock decisions at working level.
Requirements:
- Bachelor's degree in Business, Marketing, Analytics, Economics or a quantitative discipline.
- 8–12 years' experience in loyalty, CRM, customer marketing or omnichannel retail, including at least 4 years leading teams and owning a programme or channel P&L.
- Demonstrated ownership of a consumer loyalty or membership programme at scale, with quantified results in member acquisition, penetration and retention.
- Strong command of programme economics — issuance and redemption cost, breakage, liability, funded value ceiling and return on reward investment.
- Proven experience designing member mechanics, including member pricing, tiering, points and voucher constructs, and lifecycle journeys.
- Working knowledge of modern retail technology, including customer data and engagement platforms, loyalty engines, CRM automation tools, POS integration and app ecosystems.
- Experience acting as business owner on a platform implementation, including requirements definition, scope control, UAT and go-live readiness.
- Strong analytical capability - segmentation, RFM, cohort analysis and lifetime value analysis, campaign measurement and control-group testing; able to defend the numbers in front of leadership.
- Experience securing supplier or partner funding for member value, and familiarity with retail media or data monetisation models.
- Sound understanding of PDPA, consent and data governance requirements in Singapore.
- Experience managing external platform vendors and agencies against commercial terms and service levels.
- Resilient & Pragmatic: Operates in a fast-moving, multi-stakeholder environment; makes reversible decisions quickly and high-impact ones carefully.
- Health and beauty, pharmacy, grocery or other high-frequency/multi-brand experience is a strong advantage.