Manager, Loyalty Experience & Retention
Hotel Brand: IHG Corporate
Location: China, Shanghai, Shanghai
Hotel: 上海市, Shanghai, Shanghai, China
Job number: A561217839
We are seeking a strategic and data-driven Manager of Loyalty Experience & Retention to lead our efforts in creating distinctive member experiences, sustaining member engagement, and evolving our digital member journey. In this role, you will be responsible for designing and executing personalized initiatives that deepen member relationships, improve retention, and enhance the overall loyalty program experience. You will collaborate with marketing, P&T, analytics teams and partners to deliver seamless, relevant, and engaging touchpoints across the member lifecycle.
Your day to day
1. Create Distinctive Member Experiences
• Design and implement end-to-end member experiences that differentiate our loyalty program in the market.
• Develop and manage a member-centric communication strategy, ensuring consistent brand voice and personalized engagement across all channels.
• Identify opportunities to surprise and delight members through exclusive benefits, events, and recognition programs.
• Collaborate with P&T teams to ensure seamless integration of loyalty features into the overall customer journey.
2. Retain Member Activeness through Personalized Engagement
• Develop and execute retention strategies that target at-risk members and foster long-term loyalty.
• Use customer data and segmentation to create highly personalized engagements (SMS, push notifications, in-app messages, etc.) that drive engagement and repeat activity.
• Monitor member health metrics and design interventions to re-engage lapsed or low-activity members.
• Test and optimize messaging, offers, and incentives to maximize member lifetime value (LTV).
3. Evolve Member Digital Journey
• Map the current digital member journey and identify pain points, gaps, and opportunities for enhancement.
• Partner with Product and Tech teams to design and implement digital touchpoints that improve usability, accessibility, and engagement (e.g., app features, personalized dashboards, gamification).
• Leverage marketing automation, CRM, and analytics tools to deliver real-time, contextually relevant experiences.
• Stay updated on digital trends and loyalty innovations to recommend new features or channels that enhance the member journey.
4. Analytics & Performance Management
• Define KPIs and success metrics for loyalty experience and retention initiatives (e.g., engagement rate, retention rate, program satisfaction/NPS, repeat purchase rate).
• Analyze member behavior and campaign performance to derive insights and inform strategy.
• Prepare regular reports and dashboards to track progress and present findings to senior leadership.
• Conduct A/B and multivariate testing to optimize campaigns and digital experiences.
What we need from you
Required
• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 5+ years of experience in loyalty marketing, CRM, Brand, or digital Product roles.
• Proven track record of designing and executing personalized marketing campaigns that drive retention and engagement.
• Strong understanding of digital customer journey mapping and optimization.
• Experience with marketing automation platforms ,CRM systems, and analytics tools.
• Proficiency in data analysis and segmentation; ability to translate insights into actionable strategies.
• Excellent project management skills with the ability to manage multiple initiatives in a fast-paced environment.
• Strong communication and presentation skills, with the ability to influence stakeholders at all levels.
Preferred
• Experience in subscription-based or membership-driven businesses (e.g., retail, e-commerce, hospitality, fintech).
• Familiarity with UX/UI principles and collaboration with product/design teams.
• Knowledge of emerging trends in loyalty, personalization, and digital experience.
• Certification in digital marketing, customer experience, or data analytics is a plus.
At IHG Hotels & Resorts, we work together to deliver True Hospitality for Good on a global scale. With corporate offices and over 6,000 hotel destinations worldwide, a career at IHG is the perfect way to broaden your horizons. You’ll experience our unique culture and brilliant colleagues who will support and inspire you. With a host of corporate opportunities to choose from, wherever you are on your career journey, and whatever you want to achieve there’s Room for You at IHG.
Over recent years, we’ve transformed our company. We have bold ambitions to drive performance and maintain our relentless focus on growth in order to be the hotel company of choice that guests & owners love.
We are a hospitality business at our core and value connections and being together helps us foster a unique sense of belonging that also supports productivity. That’s why here at IHG, we give our colleagues flexibility and balance – working in a hybrid way, blending office and remote working collectively. We recognise that every role is different, that’s why leaders work with teams to determine how and when they collaborate.
We provide a wide range of benefits designed to help you live your best work life. These include impressive room discounts across our many properties, recharge days and volunteering days throughout the year. Through our myWellbeing framework, we are committed to supporting wellbeing in your health, lifestyle, and workplace. We offer a unique and inclusive culture, where there is always Room for You to belong, grow and make a difference.
Our mission is to welcome everyone and create inclusive teams where we celebrate difference and encourage colleagues to bring their whole selves to work. IHG Hotels & Resorts provides equal employment opportunities to applicants and employees without regards to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, or any other category protected by applicable laws. We promote a culture of trust, support, and acceptance. Always welcoming different backgrounds, experiences, and perspectives.
Don't quite meet every single requirement, but still believe you'd be a great fit for the job? We'll never know unless you hit the 'Apply' button. Start your journey with us today.
