Summary
Position Summary
This role is responsible for driving member engagement and desired behaviors through the development and execution of CRM strategies that support World of Hyatt across Asia Pacific. Acting as the regional CRM lead for World of Hyatt, the role focuses on enabling targeted, data-informed marketing and personalized member experiences across both above-property (regional) and on-property (hotel-level) channels.
In alignment with Hyatt's evolution toward a more brand-led, insight-driven, and customer-centric organization, this role translates global CRM strategies into relevant regional use cases, supports the adoption of CRM capabilities (including distributed and on-property CRM), and enables teams to deliver effective, on-brand, and insight-driven engagement across the member journey, and leads targeted marketing initiatives that address regional market needs and demand opportunities.
Serving as the regional advocate for World of Hyatt within CRM initiatives, the role ensures that member insights, behaviors, and loyalty use cases are embedded into CRM strategies and activations. This includes identifying opportunities to better leverage member data-such as integrating F&B engagement and guest preferences-to drive more holistic personalization, incremental engagement, and conversion of non-members (e.g., past guests and diners) into World of Hyatt members.
The role partners closely with Loyalty Analytics, Global CRM, and Commercial functions (including Integrated Marketing and Digital), as well as hotel teams, to translate business needs into actionable insights and continuously optimize performance.
Position Responsibilities / Essential Functions
1. CRM Strategy & Member Engagement (World of Hyatt Focus)
- Drive CRM strategies to influence key member behaviors across the lifecycle (acquisition, activation, engagement, retention).
- Develop and activate CRM use cases (e.g., pre-arrival, in-stay, post stay, F&B, lifecycle campaigns and promotions) to enhance member experience and commercial performance.
- Align CRM initiatives with World of Hyatt priorities and key loyalty metrics.
2. Targeted Marketing & Regional Growth
- Identify and lead targeted, data-informed marketing initiatives that address regional demand opportunities and market needs, leveraging CRM capabilities to deliver relevant and personalized member engagement.
- Tailor CRM strategies to support growth in priority markets.
3. CRM Enablement Across Channels
- Translate global CRM strategies into actionable regional and property-level campaigns.
- Enable and lead CRM execution across regional (above-property) campaigns, while providing guidance and support for hotel-level (on-property) activation in alignment with global frameworks.
- Guide teams on CRM use cases, targeting approaches, and campaign best practices.
4. Member Insights & Personalization
- Define key business questions and data needs to inform targeting and segmentation.
- Translate insights into actionable CRM campaigns and engagement strategies.
- Identify opportunities to enhance personalization, including leveraging F&B engagement and guest preferences.
- Inform campaign, partnership, and member experience opportunities through data-driven insights, enabling more targeted and effective activation across the region.
5. Cross-Functional Collaboration
- Partner with Global CRM, Loyalty Analytics, and Commercial functions (including Integrated Marketing and Digital), as well as hotel teams, to support CRM-driven targeting and enable effective campaign and partnership activation.
- Advocate Asia Pacific loyalty needs and provide input into global CRM initiatives and pilots.
- Collaborate with cross-functional stakeholders to support effective execution of CRM initiatives and ensure alignment with business objectives.
6. Performance Optimization
- Track and evaluate CRM campaign performance and member engagement outcomes.
- Apply learnings to refine targeting, messaging, and campaign effectiveness.
- Share best practices to improve CRM capability across the region.
Qualifications
Experience
- 8-10 years of experience in CRM, lifecycle marketing, loyalty marketing, or data-driven marketing, ideally within travel, hospitality, retail, or consumer-facing industries.
- Experience developing and executing targeted, data-informed marketing campaigns that drive member engagement and commercial outcomes.
- Familiarity with CRM platforms and marketing technologies.
- Experience working in a matrixed, global organization.
Capabilities
- Strong understanding of lifecycle marketing, segmentation, and personalization strategies.
- Ability to translate data and insights into actionable marketing strategies.
- Commercial mindset with the ability to connect marketing activities to business outcomes.
- Strong stakeholder management and communication skills, with the ability to influence, align, and effectively collaborate with cross-functional stakeholders across regional, global, and hotel teams.
Other Requirements
- Knowledge of Asia Pacific markets experience in high-growth markets such as India is an advantage.
- Fluent in English additional Asian language skills are a plus.
- Bachelor's degree in Marketing, Business, or a related field.
