Job Description

Position Responsibilities

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. 

• 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.
• 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.
• 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. 
• Monitor regional program performance by analysing trends in activation, redemption, repeat behaviour and points liability to support ongoing loyalty optimizations.
• 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. 
• Engage with regional stakeholders to gather market-specific requirements and ensure loyalty programs meet local needs.
• Act as a liaison between loyalty program, performance marketing, research, and insights teams to ensure cohesive strategies and data-driven decisions.
• Conduct regular competitive analysis of loyalty programs in target markets to identify gaps and opportunities for differentiation.
• Monitor joint KPIs, such as new user retention rates and conversion to loyal users, to optimize the synergy between acquisition and retention efforts.
• Coordinate with Product, Tech, Finance, Performance Marketing and CRM teams to ensure cohesive rollout of loyalty features and messaging.

Job Requirements

Qualification and Experience

• Bachelor’s degree in Marketing, Data Science, Business related fields.
• 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.
• Strong understanding of loyalty programs, retention strategies and CLTV drivers.
• Hands-on experience with CRM/CDP platforms or loyalty tools (e.g. Salesforce, Insider, CleverTap). 
• Understanding of regional consumer behavior, cultural nuances, and regulatory frameworks
• Proficiency with analytics tools such as GA4, Mixpanel or Appsflyer.
• High proficiency in Microsoft Excel 
• Familiarity with attribution, app events, and membership lifecycle flows.
• Bonus: Experience with SEA markets 
• Bonus: API or technical integration knowledge.

A Necessity, not a Luxury

Skills