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Senior Manager, Digital Marketing & Loyalty (Data Analytics and Analysis) (Hospitality)

Country:  Singapore
State:  Singapore
Job Function:  Sales & Marketing
Job Posting Date:  12 Jun 2025

ABOUT FRASERS PROPERTY LIMITED
Frasers Property Limited (“Frasers Property” and together with its subsidiaries, the “Frasers Property Group” or the “Group”), is a multinational investor-developer-manager of real estate products and services. The Group is listed on the Main Board of the Singapore Exchange Securities Trading Limited (“SGX-ST”) and headquartered in Singapore.
 
Frasers Property's multinational businesses operate across five asset classes, namely, commercial & business parks, hospitality, industrial & logistics, residential and retail. The Group has businesses in Southeast Asia, Australia, the EU, the UK and China, and its well-established hospitality business owns and/or operates serviced apartments and hotels in over 20 countries across Asia, Australia, Europe, the Middle East and Africa.  
 
Frasers Property is also the sponsor of two real estate investment trusts (“REITs”) and one stapled trust listed on the SGX-ST. Frasers Centrepoint Trust and Frasers Logistics & Commercial Trust are focused on retail, and industrial & commercial properties, respectively. Frasers Hospitality Trust (comprising Frasers Hospitality Real Estate Investment Trust and Frasers Hospitality Business Trust) is a stapled trust focused on hospitality properties. In addition, the Group has two REITs listed on the Stock Exchange of Thailand. Frasers Property (Thailand) Public Company Limited is the sponsor of Frasers Property Thailand Industrial Freehold & Leasehold REIT, which is focused on industrial & logistics properties in Thailand, and Golden Ventures Leasehold Real Estate Investment Trust, which is focused on commercial properties.  
 
The Group is committed to inspiring experiences and creating places for good for its stakeholders. By acting progressively, producing and consuming responsibly, and focusing on its people, Frasers Property aspires to raise sustainability ideals across its value chain, and build a more resilient business. It is committed to be a net-zero carbon corporation by 2050. Building on its heritage as well as leveraging its knowledge and capabilities, the Group aims to create lasting shared value for its people, the businesses and communities it serves. Frasers Property believes in the diversity of its people and are invested in promoting a progressive, collaborative and respectful culture.

For more information on Frasers Property, please visit frasersproperty.com or follow us on LinkedIn.

Job Summary

Responsible for supporting digital marketing, e-commerce performance, and customer relationship management (CRM) efforts through data analytics. Focused on leveraging data to generate insights that optimize customer engagement, loyalty programs, and digital marketing strategies. Also accountable for analyzing customer behavior, e-commerce performance, website data, and CRM systems to enable data-driven decision-making and enhance the overall customer experience.

Job Description

E-Commerce & Digital Marketing Analytics
•    Analyze digital marketing data (SEO, SEM, paid ads, social media) to assess the effectiveness of campaigns and optimize performance.
•    Support the execution and monitoring of SEO & SEM strategies by providing insights on traffic, rankings, and conversions.
•    Track and analyze website performance metrics (e.g., traffic, bounce rates, conversion rates) to identify opportunities for optimization.
•    Use Google Analytics, Google Tag Manager, and other analytics tools to track website behavior, performance, and user engagement.

CRM & Customer Behavior Analysis
•    Analyze customer behavior data from CRM systems to gain insights into booking patterns, engagement trends, and preferences.
•    Use customer segmentation and behavior analytics to support personalized marketing strategies, targeted offers, and loyalty program optimizations.
•    Provide insights into customer retention strategies by identifying trends in engagement, retention, and loyalty program participation.

Loyalty Program Insights
•    Analyze loyalty program data, including points accumulation, redemptions, and financial reconciliation to ensure accuracy.
•    Generate reports on loyalty program performance, including tracking program redemptions, accruals, and expirations.
•    Collaborate with finance teams to ensure accurate reconciliation of loyalty program transactions and reporting.

Reporting & Stakeholder Communication
•    Create detailed reports and dashboards to communicate key insights on e-commerce, CRM, and loyalty program performance to stakeholders.
•    Present data insights and actionable recommendations to senior leadership to drive decision-making and strategic initiatives.
•    Develop ad-hoc reports to support special projects and cross-functional initiatives, ensuring alignment with business objectives.

Special Projects 
•    Lead data analysis for special projects related to digital marketing, customer experience enhancements, and loyalty program improvements.
•    Monitor emerging trends in digital marketing, e-commerce, and CRM analytics to provide best practices and innovative solutions.
•    Collaborate with internal teams and external partners to implement new tools, technologies, and processes for enhanced data insights and customer engagement.

Key Qualification

Qualifications & Requirements:
•    Bachelor’s degree in Data Science, Marketing, Business Analytics, or a related field.
•    3–5 years of experience in data analysis, digital marketing, CRM, or e-commerce analytics, ideally in the hospitality or travel industry.
•    Proficiency in Google Analytics, Google Tag Manager and CRM analytics tools.
•    Strong understanding of SEO, SEM, and digital marketing metrics.
•    Experience with customer behavior analytics, segmentation strategies, and targeted marketing.
•    Advanced analytical skills with the ability to interpret large datasets, identify trends, and provide actionable insights.
•    Strong proficiency in MS Excel and data visualization tools such as Power BI.
•    Experience with loyalty program analysis, including financial reconciliation and tracking points accruals, redemptions, and expirations.
•    Excellent project management skills and ability to handle multiple initiatives simultaneously.
•    Strong communication skills, with the ability to present data insights to non-technical stakeholders.

Diversity brings us closer to the communities we serve.

Guided by our Purpose, we are creating, inspiring, and nurturing an inclusive culture that unlocks the power of diverse teams to drive Frasers Property forward. Our values drive everything we do, which are core to creating safe places where everyone belongs, is mutually respected and feels empowered to be authentic at work. Working collaboratively makes us progressively stronger and better as an organisation, which helps our people to thrive each day.

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