Senior Manager, Lifecycle Marketing & Loyalty

Mandai Wildlife Group is the steward of Mandai Wildlife Reserve, a unique wildlife and nature destination in Singapore that is home to world-renown wildlife parks which connect visitors to the fascinating world of wildlife. The Group is driving an exciting rejuvenation plan at Mandai Wildlife Reserve, adjacent to Singapore’s Central Catchment Nature Reserve, that will integrate five wildlife parks with distinctive nature-based experiences, green public spaces and an eco-friendly resort.

Job Duties and Responsibilities:

Lead Mandai Wildlife Group's transformation from a traditional paid membership and campaign-led marketing model into a customer-centric growth organisation. Own the enterprise Customer Lifecycle & Loyalty Strategy by leveraging Apollo (Salesforce Data Cloud and Marketing Cloud), Athena, CIAM/MyAccount and AI to design omnichannel customer journeys, develop Mandai Rewards, maximise Customer Lifetime Value (CLTV) and realise the business value of Mandai's technology investments.

Business Model Transformation: Lead transition from Friends of Mandai/WildPass to Mandai Rewards; develop financial model, business case, roadmap and programme design.

Guest Lifecyle Marketing: Own lifecycle strategy across Email, App, WhatsApp, WeChat and Web; define campaigns, CDP requirements and analytics.

Commercial Performance: Own loyalty commercial performance, KPIs, revenue attribution and quarterly EXCO reporting.

Loyalty Operations: Lead member migration, communications and precinct-wide earn-and-burn ecosystem.

People Leadership: Lead, coach and develop lifecycle marketing team; embed experimentation.

Stakeholder Management: Partner with Finance, IT, Marketing, Park Operations, Retail, F&B and Resort.

Job Requirements:

Minimum bachelor's degree in Marketing, Business, Commerce or related discipline.

8–12 years in CRM, loyalty, lifecycle marketing or membership strategy.

Experience with commercial P&L, Salesforce Marketing Cloud/Data Cloud or equivalent CDP/CRM platforms and leading large-scale transformation programmes and high-performing teams.

Strategic, commercially astute, data-driven, collaborative, guest-centric, resilient, influential without formal authority, and able to lead complex cross-functional transformation.