Manager, Loyalty Marketing

International Card Services (ICS) is charged with the mission of “changing the world at work” by delivering unique value and service to our card members to ‘have their backs’ and create value, growth, and opportunity for all our stakeholders. As a key growth market, Singapore requires dedicated leadership to provide ongoing and accelerated growth by optimizing our acquisition and marketing channels to bring value to our customers and continually innovate and optimize our marketing and operations to create the best customer experience, maximize engagement, and drive stakeholder value.

The Manager, Loyalty Marketing is responsible for:

Loyalty and Benefits Program Management

• Own the end-to-end management and development of loyalty and rewards programs, ensuring a seamless end-to-end customer journey from points earn to redemption.
• Define and execute loyalty marketing strategies to increase spend, deliver revenue growth and drive sustainable program economics
• Leverage customer, behavioral, and transactional data to generate insights and continuously optimize program performance, engagement, and retention. 
• Conduct market and competitive analysis to identify opportunities for program enhancement and to elevate the Membership value proposition.
• Ensure compliance with brand standards and operational efficiency.
• Manage rewards investment, including budgeting, forecasting, and ongoing optimization to balance customer value with financial performance. 

Partnerships

• Build and manage strategic partnerships with brands, merchants, and service providers to strengthen the rewards ecosystem. 
• Collaborate with partners to co-create and deliver compelling offers and campaigns aligned with customer needs and business goals.
• Identify new partnership opportunities to expand the breadth and relevance of the rewards portfolio.

Marketing & Campaigns

• Plan and implement integrated marketing campaigns to drive loyalty engagement, program usage and card spend.
• Align loyalty initiatives with broader product and customer strategies to ensure consistency across segments and channels. . 
• Partner closely with cross-functional teams including Product, Technology, Customer Servicing, Risk & Compliance to deliver initiatives with excellence and speed.
• Track and analyze campaign performance and key business metrics, delivering clear insights and strategic recommendations to senior leadership.

• Bachelor’s degree in Marketing, Business, or a related discipline. 
• Minimum of 5 years of experience in loyalty management and marketing, with a demonstrated track record of driving growth and program success. 
• Strong understanding of market dynamics, customer behavior, and loyalty strategies. 
• Experience in the Cards and Financial Services industry and/or loyalty programs is an added advantage. 
• Effective team player with strong leadership, communication, and interpersonal skills. 
• Self-driven, proactive, and committed to delivering excellence. 
• Highly meticulous with strong attention to detail; able to work independently with a high level of integrity and accountability. 
• Strong analytical and problem-solving skills, with a data-driven mindset. 
• Proven ability to collaborate effectively across multiple lines of business.
• Strong project management skills, with the ability to effectively prioritize and manage multiple concurrent initiatives.

At American Express, our culture is built on a 175-year history of innovation, shared values and Leadership Behaviors, and an unwavering commitment to back our customers, communities, and colleagues. From delivering differentiated products to providing world-class customer service, we operate with a strong risk mindset, ensuring we continue to uphold our brand promise of trust, security, and service.

As part of Team Amex, you’ll experience our powerful backing with comprehensive support for your holistic well-being and many opportunities to learn new skills, develop as a leader, and grow your career. Here, your voice and ideas matter, your work makes an impact, and together, you will help us define the future of American Express.