About the company

Sunset Hospitality Group (SHG) is a leading multinational lifestyle hospitality group, with a wide portfolio encompassing Hotels & Resorts, Restaurants, Beach Clubs, Nightclubs, Fitness Centers, and more. SHG operates over 112 properties in 26 countries with a commitment to deliver authentic and diverse hospitality experiences that bring people together, all around the world.

Role Overview

The Loyalty Program Manager will be responsible for managing and optimizing the guest loyalty program to increase repeat visits, lifetime value, direct bookings, and brand advocacy across all divisions and services. This role sits at the intersection of marketing, CRM, and revenue management, ensuring the loyalty program drives both guest satisfaction and commercial performance.

Key Responsibilities

Loyalty Program Strategy

Define the vision, structure, and value proposition of the loyalty program
Design tier structures, earn & burn mechanics, benefits, and experiential rewards
Ensure the program aligns with brand positioning and guest expectations
Develop partner strategies (airlines, credit cards, lifestyle brands)

Guest Experience & Personalization

Create member-only benefits (upgrades, late checkout, experiences)
Use guest data to drive personalized offers and communications
Work with hotel/venue operations to ensure on-property recognition of members
Ensure seamless experiences (web, app, on-property, reservations center)

CRM, Data & Analytics

Member acquisition & engagement
Repeat stay/visit rate
Redemption rate
Member revenue & lifetime value
Analyze guest behavior to optimize offers and promotions
Collaborate with CRM and data team to enhance segmentation and targeting
Ensure GDPR (guest data privacy compliance)

Campaigns & Lifecycle Marketing

Plan and execute:

Member acquisition campaigns
Tier-upgrade and retention campaigns
Re-engagement and win-back programs
Coordinate with digital, email, app, and paid media teams
Manage loyalty communications calendars

Commercial & Revenue Impact

Drive direct bookings:

Align loyalty benefits with revenue management strategies
Evaluate promotional ROI and cost of rewards
Balance guest value with program profitability

Cross-Functional Collaboration

Marketing (brand, digital, content)
Revenue management & distribution
Hotel operations & guest services
IT / loyalty platforms / PMS / CRM vendors
Finance (liability management, forecasting)
Legal & compliance

Platform & Vendor Management

Manage loyalty platforms and technology providers
Lead system enhancements, integrations, and upgrades
Ensure accuracy of points, benefits, and reporting
Act as business owner for loyalty systems

Who We're Looking For

Minimum 5 years experience in loyalty, CRM, or digital marketing, ideally within hospitality, travel, or consumer brands.
Hands-on experience with PMS, CRS, and CRM systems, loyalty or CDP platforms, and data analytics tools.
Strong understanding of hospitality economics, with financial acumen across reward liability and ROI modelling.
Proven capability in lifecycle marketing and personalization across email, app, and digital channels.
A data-driven approach to decision making.
Solid knowledge of hotel operations and the guest journey, with the ability to translate strategy into on-property execution.
Ability to influence cross-functionally, often without direct authority.
Clear stakeholder communication and strong project management skills.