Associate Manager - Loyalty Marketing Communication

Job Description

Job Purpose

To drive growth and engagement of the loyalty program by owning all aspects of content strategy, creative direction, and marketing communications across the loyalty partnership ecosystem. This role is also responsible for end-to-end management of website content, communication assets, and campaign execution to ensure a compelling, consistent, and customer-centric brand experience across all touchpoints

Key Accountabilities

Campaign Planning & Execution

Support the Manager in translating loyalty objectives into actionable campaign plans and communication calendars.
Lead execution of campaigns across email, SMS, app push, website, and social channels, ensuring quality, accuracy, and timely delivery.
Coordinate creative briefings, approvals, and deployment with internal teams and external agencies.
Track campaign performance, prepare post-campaign reports, and identify opportunities for optimization.

Lifecycle Marketing & CLM Journeys

Build and optimize lifecycle communication journeys to drive awareness, member retention, and incremental revenue across key customer segments.
Assist in the execution of member lifecycle and trigger-based communication journeys (onboarding, upgrades, inactivity, redemptions).
Leverage member feedback and engagement data to refine journeys and enhance the overall member experience.
Work closely with the CRM and analytics teams to manage segmentation and personalization efforts.
Monitor engagement trends and contribute to journey enhancement initiatives.

Segmentation & Personalization

Collaborate with the analytics team to build dynamic audience segments and personalize communications based on member behavior, value, and lifecycle stage.
Optimize targeting to increase campaign efficiency, member engagement, and conversion.

Analytics & Reporting

Track KPIs such as open rates, CTRs, redemptions, and enrollment trends.
Support A/B testing and performance analysis to improve communication effectiveness.
Provide insights and recommendations to improve targeting, messaging, and engagement.

Partner & Offer Campaigns

Manage day-to-day execution of co-branded and partner campaigns from creative and approvals to ensuring seamless rollout across channels and performance tracking against agreed KPIs.
Coordinate with the Loyalty Partnerships team for content approvals, asset creation, and reporting.
Ensure all partner communications maintain brand integrity and align with program messaging.
Support loyalty product teams in amplifying partner offers, tier upgrades, accrual/redemption campaigns, and limited-time incentives.

Content & Digital Channel Management

Create and manage updates and content across loyalty program touchpoints including the website, app, emails, and program dashboards.
Ensure content consistency, accuracy, and adherence to brand tone and visual identity.
Work with design and tech teams to support UX improvements and campaign landing pages.
Ensure alignment with program objectives, brand guidelines, and UX best practices.

BTL & On-ground Marketing

Plan and support the execution of airport activations, sales-led enrollment initiatives, and other BTL on-ground campaigns.
Develop and manage collaterals, standees, and other promotional materials in coordination with creative and vendor partners.

Cross-functional Collaboration

Work closely with internal stakeholders – Brand and Creative Teams, Loyalty Product, Partnerships, Digital & Technology Team to ensure alignment and timely delivery of campaigns.

Maintain documentation, trackers, and dashboards for campaign planning and reporting.