Job Description
About This Job
BreadTalk Group Pte Ltd
Location: Singapore
Work Mode: On-site
Industry: Food and Beverage Retail
Job Description
JOB DESCRIPTIONS
CRM & Loyalty Strategy
Own the BTGR programme with P&L accountability and be responsible for financial KPIs to determine the success of the programmeDevelop and drive the Group's loyalty strategy, with a strong focus on growing the BreadTalk Group Rewards ProgrammeEstablish customer lifecycle frameworks across acquisition, engagement, retention, and reactivationDrive segmentation and personalisation strategies to enhance customer experience across all brandsIdentify opportunities to increase customer frequency, spend, and lifetime value
BreadTalk Group Rewards Programme Management
Continuously enhance the BreadTalk Group Rewards Programme, including programme structure, mechanics, and member value propositionMonitor programme performance and drive initiatives to improve member acquisition, engagement, and retentionLead the expansion of partnerships to strengthen the loyalty ecosystem and enhance member benefitsProvide strategic direction on corporate orders and partnership initiatives to ensure alignment with business objectives
Campaigns & Execution
Oversee end-to-end campaign planning and execution across all channels (eDM, app push notifications, SMS, etc.)Drive automation and personalisation initiatives through CRM tools and platformsEstablish testing and optimisation frameworks to improve campaign effectiveness and ROIEnsure timely and accurate deployment of communication materials across all touchpoints
Data Analytics & Insights
Lead the analysis of customer data to derive actionable insights and recommendationsDefine and track key metrics, including member growth, retention rates, repeat purchase, and campaign performancePartner with internal stakeholders to translate insights into strategies that drive store traffic and salesOversee reporting frameworks and regular performance updates to management
Digital Platform & App Management
Act as the business owner of the BreadTalk Group Rewards Programme appSound knowledge of programme technicalities to work alongside programme vendorWork closely with IT, vendors and digital teams to drive system enhancements, integrations, and new feature rolloutsOversee UI/UX improvements, incorporating feedback from stakeholders and customersEnsure the app experience remains customer-centric, seamless, and competitive
Stakeholder Management
Collaborative, mature leader competent at stakeholder management to achieve business goals and organisational projects togetherPartner closely with Brand, Marketing, Operations, and external vendors to drive initiativesAlign strategies across multiple brands within the GroupProvide guidance to stakeholders on leveraging the loyalty programme to drive business performanceEnsure smooth execution of campaigns, promotions, and partnerships across all outlets
Team Leadership
Lead, mentor, and develop the Loyalty & Partnership teamSet clear direction, priorities, and performance expectationsFoster a data-driven and customer-centric culture within the team
Job Requirements
Degree in Marketing, Business, Data Analytics, or related fieldMinimum 8–10 years of relevant experience in CRM, loyalty, or customer engagement roles, preferably in F&B, retail, or consumer industriesProven experience in managing and scaling loyalty programmes and CRM initiativesStrong analytical mindset with the ability to translate data into actionable insightsExperience with CRM systems and marketing automation toolsStrong stakeholder management and communication skillsPrior experience in leading teams is preferredSelf-driven, adaptable, and comfortable operating in a fast-paced environment
