Loyalty Campaign Senior Manager

Overview

Minor Food is one of Asia's most dynamic food service companies and a leading global restaurant operator, with more than 2,700 outlets across 25 countries. Our portfolio spans a wide range of well-loved brands - from The Pizza Company, Swensen's and Sizzler to Dairy Queen, Burger King, The Coffee Club, Bonchon, The Steak & More, Benihana and more. Driven by a commitment to delivering exceptional customer experiences and achieving the highest standards of satisfaction. We grow by innovating, expanding into new markets and investing in the people who make it all happen. Whether you're building your first career in food service or bringing years of expertise to the table, Minor Food offers the scale of a global operator with the energy and opportunity of a company that's still very much on the move.

Job Purpose

Lead the strategy, development, and execution of multi-channel marketing campaigns and digital initiatives that enhance customer engagement and loyalty. Drive innovation through data-driven insights and advanced technology platforms to maximize business impact.

Main Responsibilities

• Define and implement a comprehensive campaign management strategy aligned with organizational goals.
• Oversee planning and execution of loyalty and engagement campaigns to drive customer acquisition, retention, and lifetime value.
• Champion innovation in campaign design, personalization, and automation.
• Lead the development and implementation of digital marketing projects, including campaign automation, personalization engines, and integration with customer engagement platforms.
• Collaborate with Digital Solution, Growth and Technology teams to ensure seamless execution of digital solutions that enhance customer experience.
• Manage end-to-end campaign lifecycle across multiple channels, ensuring timely delivery and measurable impact.
• Establish robust tracking frameworks for campaign performance KPIs and ROI, providing strategic insights for optimization.
• Develop high-level communication strategies for loyalty programs, promotions, and personalized offers.
• Ensure consistency and effectiveness across all channels: Push, Inbox, SMS, LINE, Email, and emerging platforms.
• Optimize communication costs while maximizing engagement and conversion.
• Monitor industry trends, competitor activities, and emerging technologies to identify opportunities for differentiation.
• Drive innovation in campaign management through data-driven strategies and advanced marketing tools.
• Utilize customer engagement and data platforms to analyze customer purchase behavior, segmentation, and campaign performance.
• Translate insights into actionable strategies that enhance campaign effectiveness and customer experience.
• Manage and mentor the campaign management team, fostering a culture of collaboration, creativity, and performance excellence.
• Build capabilities in marketing automation, data analytics, and omnichannel campaign execution.
• Partner with senior leadership and key stakeholders to align campaign initiatives with overall business objectives.
• Manage relationships with external vendors and agencies to ensure quality and timely delivery.

Requirement

• Bachelor’s degree in Marketing, Business, or related field; Master’s degree preferred.
• Minimum 8–10 years of experience in CRM, loyalty marketing, or campaign management, with at least 3 years in a leadership role.
• Proven experience in digital project development, customer engagement strategies, and data platform integration.
• Strong expertise in customer segmentation, personalization, and marketing automation tools.
• Excellent leadership, strategic thinking, and stakeholder management skills.
• Strong analytical and problem-solving abilities with a data-driven mindset.
• Exceptional communication and presentation skills.