Executive Director, Loyalty Product Management

WHO WE ARE:

As Singapore’s longest established bank, we have been dedicated to enabling individuals and businesses to achieve their aspirations since 1932. How? By taking the time to truly understand people. From there, we provide support, services, solutions, and career paths that meet their individual needs and desires.

 Today, we’re on a journey of transformation. Leveraging technology and creativity to become a future-ready learning organisation. But for all that change, our strategic ambition is consistently clear and bold, which is to be Asia’s leading financial services partner for a sustainable future.

 We invite you to build the bank of the future. Innovate the way we deliver financial services. Work in friendly, supportive teams. Build lasting value in your community. Help people grow their assets, business, and investments. Take your learning as far as you can. Or simply enjoy a vibrant, future-ready career.

Your Opportunity Starts Here.

Executive Director, Loyalty

Role Overview

We are seeking a strategic and commercially driven senior Loyalty Manager to manage the Bank's Cards Loyalty function and shape the future of our rewards ecosystem. This role is responsible for defining and executing the Bank's loyalty strategy, encompassing the consumer loyalty programme, rewards proposition, programme economics, enterprise rewards platform, and loyalty partner ecosystem.

As the business owner of the loyalty portfolio, you will drive customer engagement, rewards utilisation, and redemption strategies while ensuring the long-term sustainability and profitability of the programme. The role holds accountability for optimising rewards funding, liability management, and overall programme performance to deliver differentiated customer value and support the Bank's growth ambitions.

Working closely with Product, Finance, Technology, Operations, Risk and Marketing teams, you will lead cross-functional initiatives to enhance loyalty capabilities, strengthen partner value propositions, and accelerate innovation across the rewards ecosystem. As a key business co-owner of the One Loyalty System, you will champion platform transformation, governance, and strategic investments to ensure the Bank's loyalty infrastructure remains scalable, efficient, and future-ready.

Key Responsibilities

• Lead the end-to-end management and evolution of the Bank's consumer Loyalty programmes.

• Own programme performance, including customer engagement, redemption, rewards funding rate optimisation and rewards liability management.

• Develop commercial strategies that balance customer value with sustainable programme economics.

• Partner with Finance on forecasting, accruals, financial performance and liability optimisation.

• Act as business co-owner of the One Loyalty System, defining business priorities, roadmap, governance and future capabilities.

• Develop and manage strategic burn and ecosystem partnerships, including commercial negotiations and performance reviews.

• Design data-led campaigns and initiatives that increase customer engagement, rewards redemption and incremental card spend.

• Establish governance, operational controls and service standards across the Loyalty function.

• Lead and develop a high-performing team while collaborating across Cards, Consumer Banking, Marketing, Technology, Operations, Risk and Finance.

• Lead the Loyalty function with an enterprise mindset.

• Influence senior stakeholders and drive cross-functional execution.

• Champion innovation, customer-centricity and continuous improvement.

• Build organisational capability and succession within the Loyalty team.

Requirements

• Bachelor’s degree in finance, Business Administration and Management, or a related field.

• 10–12 years' experience in loyalty, rewards, consumer banking, payments or customer engagement.

• Strong commercial, financial and analytical acumen.

• Experience leading enterprise-scale loyalty programmes and cross-functional initiatives.

• Track record in partnership management and stakeholder engagement.

What we offer:

Competitive base salary. A suite of holistic, flexible benefits to suit every lifestyle. Community initiatives. Industry-leading learning and professional development opportunities. Your wellbeing, growth and aspirations are every bit as cared for as the needs of our customers.