Responsibilities:

Work closely with the management team to develop and execute a holistic first-party data engagement strategy. The goal is to drive improvements in Customer Lifetime Value (LTV), increase visit frequency, minimize unsubscribes, and boost click-through rates (CTR) and conversions.

Scope / Objective

Collaboration & Communication

• Organize regular meetings with marketing and creative teams to ensure messaging and brand consistency

• Establish daily/weekly stand-up sessions with relevant stakeholders.

• Manage, schedule, and update the EDM calendar to ensure visibility across all of the different teams.

Customer Data & Segmentation

• Maintain and update unique customer segment lists from all of our platforms (and not limited to) Mailchimp, WhatsApp & ManyChat.

• Compile customer data from (and not limited to) Sevenrooms, Wi-Fi capture, WhatsApp Partners/Sponsors, corporate events and guest feedback that we have acquired into segments

• Collaborate with the reservations/guest relations team to ensure client tags are added to Sevenrooms bookings.

• Develop segmentation strategies for key marketing objectives (e.g., high spenders, ticket sales, dining events).

• Continually refine segments based on performance.

• Compliance & Data Privacy – Ensure adherence to regulations (e.g., GDPR, CAN-SPAM) and maintain data handling protocols.

Email Marketing Management

• Produce (design + copy) 2 Electronic Direct Mail (EDM) per week as part of customer reengagement strategy.

• Produce (design + copy) Electronic Direct Mail (EDM) based on our marketing/brand event activations (3-5/times a month) and sending it to relevant customer segments to increase our open rate percentage.

• Develop a balanced content strategy integrating nurture and sales-centric objectives.

• Conduct ongoing A/B tests on subject lines, templates, content layout, etc.

• Drive opt-ins for designated WhatsApp channels.

• Generate detailed monthly and quarterly analytics reports with insights, conversions, and recommendations.

• Create/design templates for ease of use on different platforms.

List Hygiene & Deliverability

• Manage and clean email lists to reduce bounce rates and improve sender reputation.

• Develop strategies for re-engaging or pruning inactive users.

Automation & Trigger-Based Campaigns

• Set up and optimize automated email flows, such as drip campaigns, abandoned reminders, and post-reservation follow-ups.

Performance Benchmarks & KPIs

• Define clear performance targets (open rates, CTRs, conversion rates, unsubscribe rates, etc.).

• Regularly benchmark and adjust strategies based on data insights.

Documentation & Process Improvement

• Maintain detailed documentation of campaign processes, segmentation changes, testing outcomes, and reporting methodologies.

• Update internal playbooks as tactics or market trends evolve.

• Trend/competitor monitoring to ensure we are kept up to trends.

Collaborative Team Responsibilities

Within the team, we regularly support one another to stay on top of our tasks and ensure smooth coordination. This collective effort contributes directly to the team’s overall deliverables. Likewise, we will support the candidate in their tasks as well, providing a learning environment where every team member has the opportunity to broaden their scope across multiple disciplines.

• Support all Creative and Branding related matters (not limited to and whenever necessary):

  • Creating main key visuals for all creative concepts & events;

  • Ensure we stay top of mind through all consumers and that our brand is the key market leader locally and globally.

  • To ensure our brand positioning is consistent to our brand goals;

  • Adapt Key Visuals into GIFs, videos, and formats tailored to each platform

  • Design and build creative concept decks for internal and external presentations

  • Provide ongoing design support for the Marketing team

  • Collaborate during campaign ideation sessions

  • Deliver all required visual assets for digital and social media campaigns

  • Edit promotional and post-event videos that accurately showcase event highlights

  • Provide direction and feedback to photographers/videographers to ensure quality outputs

  • Optimise video formats for all major platforms (IG, TikTok, FB, YouTube)

• Support for Event Production, Styling & Procurement Support (not limited to and whenever necessary):

  • Support event styling, item sourcing, and procurement

  • Develop production mock-ups and event layout visuals

  • Liaise with vendors and manage budget adherence

  • Coordinate printing and design requirements with approved vendor lists

• Support in Brand’s Media Arm (not limited to and whenever necessary):

  • Leverage micro/nano influencers to enhance venue awareness through authentic content collaborations

  • Influencer Identification & Outreach: Research and contact at least 10 TikTok/YouTube micro & nano influencers per week using dedicated research tools (e.g., onboard Heepsy).

  • To support in scheduling and coordinating the visits of at least 3 influencers per week with the operations team.

  • Campaign Synergy: Collaborate on spark ad campaigns to boost the reach of influencer-generated content.

  • Identify KOLs who tag TBC and work with the team to reward them for the social post if their account has above 3K followers. I.e small, thank you.

  • Clear outreach targets and scheduling details ensure efficient collaboration. Timely coordination with the operations team is essential to secure influencer visits.

  • Support in updating & keeping our media report with clippings from any forms of press.

Requirements

Deliverables

• Schedule weekly or daily stand-ups, and hold monthly strategic meetings.

• Weekly updates with a comprehensive monthly audit.

• Weekly status reports on data collection.

• Daily or weekly check-ins with the reservations team.

• Bi-weekly reviews of segmentation strategy.

• Document processes and maintain an updated compliance checklist.

• Define clear internal deadlines (e.g., drafts by Tuesday/Thursday, final approval by Wednesday/Friday).

• At least one A/B testing cycle per week with measurable KPIs.

• Monthly and quarterly reporting cycles for performance analytics.

• Periodic list reviews (e.g., monthly or quarterly) depending on campaign performance.