[SILVERLAND GROUP] - CRM Executive

1. Loyalty Performance Set-up and Reporting:

- Work closely with CMO and related HODs to build up the Loyalty program for Silverland Hospitality Group.

- Monitor, analyze, and report on loyalty program performance, including member acquisition, customer retention, coin redemption rate, app-member net transaction rate, engagement rates, and reward redemptions.

- Develop dashboards and visual reports to track key loyalty metrics and provide actionable insights and recommendations to improve loyalty program effectiveness.

- Collaborate with hotels’ GMs and related stakeholders to identify opportunities for boosting loyalty participation and optimizing redemption rates.

- Conduct deep-dive analyses into loyalty data to uncover trends, customer behaviors, and areas for improvement.

2. Campaign Planning & Execution

- Develop and manage loyalty campaigns from concept to execution.

- Coordinate cross-channel marketing efforts, ensuring alignment with brand objectives.

- Test, measure, and optimize campaign performance, leveraging data to inform future strategies.

3. Loyalty feature & system testing

- Lead the testing of loyalty-related system changes and new feature releases.

- Collaborate with vendors and internal teams to review and validate new loyalty functionalities.

- Develop test cases, document results, and identify any bugs or discrepancies.

- Ensure changes align with loyalty program goals and provide feedback to vendors for improvements.

4. RFM Analysis

- Conduct Recency, Frequency, and Monetary (RFM) analysis to segment customers based on their customer behaviors.

- Identify high-value customer groups for targeted marketing campaigns.

- Use RFM insights and collaborate with related teams to enhance personalization strategies and boost customer loyalty.

• Competitive salary based on experience and qualifications.
• Enjoy exclusive employee discounts across the Silverland Hospitality system.
• Holiday, Tet, birthday, and 13th-month bonuses.
• Other benefits in accordance with the Company's policies.

- Bachelor's Degree in Business, Marketing, Data Analysis or related fields.

- 3+ years’ experience in CRM, Loyalty Program, Marketing, or related roles.

- Proficiency in CRM tools, data visualization software, and campaign management platforms, having experience with hotel CRM & Loyalty is a plus.

- Strong analytical skills and the ability to interpret data for strategic decisions with great detailed-orientation.

- Strong project management and organization skills.

- Strive for success and passion for enhancing customer experiences.

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