Job Description

Objective

The loyalty program sits within ZUS Coffee’s Growth department, overseeing ZUS App customer loyalty across ZUS Coffee’s business verticals & markets.

It’s primary goal is to design, manage and optimise ZUS App Loyalty Program -- ZUS Coffee Club to enhance customers’ life time value (CLTV) and profitability across the ZUS App & Organisation. 

As a Loyalty Program Specialist, you will be responsible for the strategy & execution of ZUS Coffee Club which requires hands-on management on reward configurations, points issuance logic and loyalty operations to ensure seamless loyalty program performance. 

By leveraging data-driven insights, the incumbent will identify opportunities to enhance program attractiveness and stickiness, loyalty tiers’ retention and scale loyalty strategies regionally. 

Job Responsibilities

1. Support the design, enhancement and optimization of the ZUS Coffee Club, including points logic, reward mechanics, tier benefits and app mission based on customer behaviour and data insights.
2. Execute end-to-end loyalty regional operations, including configuration, points logic validation, QA testing and troubleshooting to ensure accurate and consistent program functioning across multiple markets/country/business units.
3. Build and maintain a regional loyalty playbook that outlines the best practices, standard procedures, campaign frameworks and localization guidelines for country teams to adopt and execute effectively. 
4. Monitor regional program performance by analysing trends in activation, redemption, repeat behaviour and points liability to support ongoing loyalty optimizations.
5. Work closely with CRM team to integrate loyalty initiatives into CRM touchpoints, ensuring that loyalty actions translate into increase member activity and revenue per user. 
6. Engage with regional stakeholders to gather market-specific requirements and ensure loyalty programs meet local needs.
7. Act as a liaison between loyalty program, performance marketing, research, and insights teams to ensure cohesive strategies and data-driven decisions.
8. Conduct regular competitive analysis of loyalty programs in target markets to identify gaps and opportunities for differentiation.
9. Monitor joint KPIs, such as new user retention rates and conversion to loyal users, to optimize the synergy between acquisition and retention efforts.
10. Coordinate with Product, Tech, Finance, Performance Marketing and CRM teams to ensure cohesive rollout of loyalty features and messaging.

Job Requirements

Qualification

Bachelor’s degree in Marketing, Data Science, Business related fields.

Experience

3-5 years of experience in loyalty marketing, CRM, retention marketing, marketing analytics, performance marketing or related fields. Experience working with regional teams is an advantage.

Skills & Knowledge

1. Strong understanding of loyalty programs, retention strategies and CLTV drivers.
2. Hands-on experience with CRM/CDP platforms or loyalty tools (e.g. Salesforce, Insider, CleverTap). 
3. Understanding of regional consumer behavior, cultural nuances, and regulatory frameworks
4. Proficiency with analytics tools such as GA4, Mixpanel or Appsflyer.
5. High proficiency in Microsoft Excel 
6. Familiarity with attribution, app events, and membership lifecycle flows.
7. Bonus: Experience with SEA markets 
8. Bonus: API or technical integration knowledge.

 A Necessity, not a Luxury 

Skills