Executive, Customer Relationship Management

About the Role

Pan Pacific Hotels Group, encompassing its three reputable brands — Pan Pacific®, PARKROYAL COLLECTION®, and PARKROYAL® — is expanding aggressively. We seek an enthusiastic and dedicated Executive in Customer Relationship Management (CRM) based at our Corporate Office in Singapore to help promote our service excellence culture and strengthen our global presence.

Key Responsibilities

• Plan and execute CRM and customer lifecycle marketing strategies across our hotel portfolio.
• Manage targeted communications for various customer lifecycle stages such as welcome messages, pre-arrival updates, post-stay follow-ups, birthday greetings, tier upgrades, reactivation, and retention efforts.
• Utilize guest profiles, stay behavior data, loyalty program status, and campaign interaction to segment customers effectively.
• Oversee end-to-end CRM campaigns—from drafting audience selections and coordinating content to testing, deploying, and reporting on campaigns.
• Perform pre-launch quality assurance to verify audience accuracy, message content, personalization, tracking, and setup.
• Maintain the Group's CRM campaign calendar and synchronize communications among corporate and hotel teams.
• Track and report on campaign outcomes such as delivery rates, engagement, conversion, revenue, and other key CRM metrics, providing actionable insights.
• Run A/B tests to improve customer journeys, communication effectiveness, offers, and timing.
• Ensure customer data integrity, manage consent, and uphold data governance initiatives.
• Assist with enhancements to CRM, marketing automation, and loyalty platforms by gathering requirements, performing user acceptance testing, and resolving issues.
• Collaborate closely with Digital, IT departments, hotels, and external vendors on CRM projects and operational needs.

• Generate routine CRM performance reports for management review.
• Maintain accurate corporate and hotel performance dashboards with timely updates.
• Monitor key campaign indicators and identify trends, opportunities, or potential concerns.
• Support data analysis of customer behaviors, campaign responses, member segments, and loyalty program success.

• Assist with daily operations of the Pan Pacific DISCOVERY loyalty program and mobile application across hotels, internal teams, and partners.
• Coordinate loyalty-related promotions, member campaigns, and initiatives.
• Provide training support and manage inquiries linked to the loyalty program, liaising with relevant stakeholders.
• Keep loyalty program standard operating procedures, guidelines, FAQs, and training resources current.

• Track budget expenditures and commitments related to loyalty and CRM activities annually.
• Handle procurement processes including purchase requisitions, purchase orders, invoice management and related documentation.
• Monitor budget utilization and coordinate payment reconciliations with Finance and Procurement departments.

• Manage the Loyalty and CRM team's shared mailbox and address queries from hotels and internal teams.
• Maintain campaign, project, and operational tracking documents, ensuring follow-up on pending tasks.
• Organize meetings, prepare relevant documentation, and document action points when needed.
• Support vendor management including handling quotes, procurement paperwork, and contract renewals.
• Provide project administrative support for CRM and loyalty initiatives.

Candidate Profile

• Degree or Diploma in Marketing, Business, Hospitality, Communications, or related fields.
• Between 1 and 3 years’ experience in CRM management, lifecycle marketing, digital marketing, or related disciplines.
• Familiarity with Oracle Responsys or similar CRM and marketing automation platforms is preferred.
• Experience in hospitality, travel, retail, or loyalty marketing sectors is advantageous.
• Adept at handling data and preparing reports using Microsoft Excel, PowerPoint, and Data Studio.
• Strong organizational and project coordination skills with sharp attention to detail.
• Effective communication skills, both written and verbal.
• Able to juggle multiple campaigns, deadlines, and interact with different stakeholders.
• Capacity to manage both marketing-focused tasks as well as operational and administrative duties.
• Proactive, structured, and capable of working autonomously as well as part of a team.

Equal Opportunity

Pan Pacific Hotels Group is committed to equal employment opportunities. Note that only candidates shortlisted for the role will be contacted.