Corporate Director of CRM, Loyalty & Partnerships

Corporate Director of CRM, Loyalty & Partnerships

Centara Hotels & Resorts | Corporate Office, Bangkok, Thailand

Overview

Lead Centara’s guest relationship strategy and grow the CentaraThe1 loyalty programme . You’ll use guest insights to personalize the stay experience, encourage repeat stays and direct bookings, and build partnerships that give members more ways to earn and redeem points.

What you’ll do

• Set the strategy for CentaraThe1, including membership growth, tier benefits, member rates, and programme profitability.
• Lead CRM segmentation and personalized campaigns before, during, and after each stay. Measure their impact on repeat stays, direct revenue, and campaign ROI.
• Build and negotiate partnerships with airlines, banks, card issuers, and lifestyle and travel brands. Work with The1 and Central Group to expand member benefits and points redemption opportunities.
• Shape the CRM and loyalty technology roadmap with IT and Digital, including customer data, marketing automation, and app features.
• Lead the corporate CRM, Loyalty & Partnerships team and equip hotel teams to grow enrolment and engage members.

What you’ll bring

• 10+ years of experience in loyalty, CRM, or partnership marketing, including at least 5 years at regional or corporate level in hospitality, airlines, retail, or financial services.
• A track record of growing a loyalty programme and demonstrating its revenue impact, along with experience structuring and negotiating co-branded and strategic partnerships.
• Strong analytical skills, hands-on experience with CRM, customer data platforms, and marketing automation, and a solid understanding of loyalty programme economics and P&L.
• A bachelor’s degree in Marketing, Business, or a related field. An MBA is preferred.
• Fluency in English. Thai is a strong advantage.