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.
