General Manager Loyalty Marketing

General Manager Loyalty Marketing

Crown Resorts is a great place to visit and an even better place to work — a place where you can play your part in creating joyful experiences for our guests and our people. We value passion, creativity, and an appetite for change — for the better. Here, you'll be part of the team, empowered to explore more, experience more, and supported by your leader to grow and develop.

The Role

We have a unique opportunity for a General Manager – Loyalty Marketing to lead the strategic direction and execution of Crown Rewards, our enterprise-wide loyalty program. This role is pivotal in shaping how we engage with our members across Melbourne, Sydney, and Perth — driving value, enhancing experiences, and integrating loyalty into Crown's broader commercial ecosystem.

You will work closely with senior leaders across Technology, Marketing, Data Science, and Operations to ensure Crown Rewards is competitive, compliant, and performance-led. You'll lead the redesign of the program, define the member lifecycle strategy, and embed loyalty into every stage of the customer journey.

You will be responsible for:

• Leading the redesign and uplift of Crown Rewards across all properties, ensuring a seamless and scalable member experience.
• Defining a future-fit loyalty architecture that drives acquisition, retention, and long-term member value.
• Partnering with Technology to shape the loyalty tech roadmap, including automation and integration.
• Driving cross-property activation and loyalty-led revenue growth through data-driven strategies and leading the development of member lifecycle strategies — from acquisition to reactivation.
• Collaborating with senior stakeholders to align loyalty with broader commercial and customer strategies.
• Overseeing performance reporting, campaign ROI, and loyalty health metrics in partnership with Data Science.

About You

You are a strategic and customer-obsessed leader with deep expertise in loyalty program design and execution. You bring a commercial mindset, strong stakeholder influence, and a passion for creating meaningful member experiences.

You will also bring:

• Proven experience leading enterprise-scale loyalty programs in complex, multi-site environments.
• Strong understanding of customer segmentation, lifecycle strategy, and data-driven marketing.
• Demonstrated success in aligning loyalty programs with broader business and commercial goals.
• Experience working with cross-functional teams and executive stakeholders to deliver transformation.
• A background in hospitality, entertainment, or customer-centric industries is highly regarded.
• Tertiary qualifications in Business, Marketing, Finance, or a related discipline.

On top of exciting career possibilities, we offer better exposure to experiences and learning. To see our range of benefits and opportunities visit Crown Resorts Careers.

Our Crown Community celebrates uniqueness and embraces diversity. We welcome the creativity, insights and experiences from people of different race, age, religion, cultural background, gender, people with disability, people who identify as LGBTIQ+ and Aboriginal and Torres Strait Islander; people like you.