Loyalty Analytics Specialist at Sun International

Job Description

• The Loyalty Analytics Specialist is responsible for transforming customer, gaming, hospitality, and digital data into actionable insights that drive the performance, optimization, and evolution of the MVG loyalty programme.
• The role focuses on analyzing customer behavior, loyalty mechanics, and campaign performance to improve visitation, spend, retention, tier progression, and overall customer lifetime value.
• The specialist partners closely with Marketing, CRM, Gaming, Digital, and Property teams to ensure loyalty strategies are data‑led, measurable, and commercially effective.

Job Scope and Responsibilities:

• Analyse transactional, behavioural, gaming, F&B, hospitality, and digital data to understand how customers engage with the MVG loyalty programme
• Identify key drivers for visitation, spend, churn, reactivation, tier movement, and reward redemption
• Develop regular loyalty performance dashboards and insights for Group and Property stakeholders
• Build and maintain analytical models
• Support targeted segmentation and personalised engagement strategies using data‑driven insights
• Measure and evaluate the effectiveness of Loyalty activations, CRM campaigns, Promotions, and Rewards
• Conduct post‑campaign analysis to assess ROI, uplift, incrementality, and behavioural change
• Provide recommendations to optimise reward structures, benefits, tiers, and points mechanics.
• Use uplift modelling and experimentation to fine-tune FreePlay, incentives, earning structures, and tier rules to maximise ROI
• Provide analytical insight to guide MVG program design, including benefit structure, tier thresholds, earning/burning rules, and promotions
• Quantify the impact of program changes, promotions and relaunch initiatives on visitation, spend, profitability and loyalty behaviours
• Work with business units to embed a data‑driven culture across loyalty operations and decision‑making
• Maintain data hygiene for MVG behavioural datasets; ensure completeness, accuracy and integration across customer touchpoints
• Provide thought partnership to leadership on the future evolution of loyalty, including machine learning applications and automation
• Translate complex data findings into clear, commercially relevant insights for non‑technical stakeholders
• Support loyalty strategy, campaign design, and budget allocation through evidence‑based recommendations
• Partner with CRM, Marketing, Digital, and Property teams to embed analytics into planning and execution.
• Ensure loyalty analysis aligns with data governance, compliance, and responsible gaming requirements
• Contribute to a single view of the customer by integrating multiple data sources and improving data quality
• Troubleshoot data anomalies, conduct root‑cause analysis and work with stakeholders to implement fixes at source
• Establish metrics and analytical frameworks that monitor loyalty program health, customer behaviour, visitation frequency, and incentive responses
• Guide the build of dashboards, KPIs, and performance scorecards for executives and marketing teams
• Provide ongoing insights to shape the loyalty strategy, refine partner offerings, and adjust earn/burn models

Job Requirements

Skills and Knowledge:

• Critical & Analytical Thinking
• Insight Storytelling
• Stakeholder Influence
• Detail Orientation
• Innovation Mindset
• Ownership & Accountability  
• Collaboration 
• SQL and data querying tools
• BI and visualisation tools (e.g. Power BI)
• Statistical and analytical techniques (regression, clustering, propensity modelling)
• Excel / data modelling proficiency
• Experience working with CRM, loyalty or gaming datasets
• Statistical & Predictive Modelling
• Data architecture & Governance 

Qualifications Required:

• Bachelor’s degree in data Analytics, Statistics, Data Science, Economics, Mathematics, Computer Science, or related field

Experience Required:

• 6-8 years’ experience in analytics, CRM, loyalty, marketing analytics, or customer insights
• Experience in gaming, hospitality, leisure, or loyalty‑driven industries is a strong advantage