Loyalty Program Manager

About the company

Founded in 2011, Sunset Hospitality Group (SHG) is a global leader in creating and managing unique hospitality experiences. Operating in 26 countries with 100 venues, SHG delivers high-quality services across resorts, beach clubs, restaurants, and nightlife venues. Notable concepts in its portfolio include METT Hotels & Resorts, Azure Beach, Ammos, Dream, and more.

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.

Core 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

Own loyalty KPIs:

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

Required Skills & Competencies

• Strong understanding of hospitality economics
• Data-driven decision making
• Financial acumen (reward liability, ROI modeling)
• Lifecycle marketing & personalization
• CRM, CDP, or loyalty platforms
• Email, app, and digital marketing experience
• Knowledge of hotel operations and guest journey
• Ability to translate strategy into on-property execution
• Cross-functional influence (often without direct authority)
• Clear stakeholder communication
• Project management skills

Ideal Candidate

• At least 5 years experience in:
• Loyalty, CRM, or digital marketing
• Hospitality, travel, or consumer brands
• Experience with:
• PMS / CRS / CRM systems
• Loyalty or CDP platforms
• Data analytics tools