Customer Marketing Specialist (Events & Loyalty)

PropertyGuru is Southeast Asia’s leading PropTech company, and the preferred destination for over 32 million property seekers monthly to connect with over 50,000 agents monthly to find their dream home. PropertyGuru empowers property seekers with more than 2.1 million real estate listings, in-depth insights, and solutions that enable them to make confident property decisions across Singapore, Malaysia, Thailand and Vietnam.

PropertyGuru.com.sg was launched in Singapore in 2007 and since then, PropertyGuru Group has made the property journey a transparent one for property seekers in Southeast Asia. In the last 18 years, PropertyGuru has grown into a high-growth PropTech company with a robust portfolio including leading property marketplaces and award-winning mobile apps across its markets in Singapore, Malaysia, Vietnam, Thailand as well as the region’s biggest and most respected industry recognition platform – PropertyGuru Asia Property Awards, events and publications across Asia.

For more information, please visit: PropertyGuruGroup.com; PropertyGuru Group on LinkedIn.

Recognised as a Top Employers Certified* organisation, we’re proud to be among the best workplaces in the region—celebrating an inclusive culture of excellence, growth, and well-being. 

Role Summary

The Customer Marketing Specialist (Events & Loyalty) is responsible for driving PropertyGuru’s core customer engagement, event marketing, and loyalty initiatives across Agent and Developer customer segments.

The role leads customer-facing events, community-building programs, brand loyalty initiatives, and lifecycle marketing campaigns that strengthen customer relationships, increase product adoption, improve retention, and drive commercial growth.

Key Responsibilities

1. Customer Engagement & Event Marketing

Lead and execute customer engagement initiatives including industry summits, product launches, roadshows, awards, customer appreciation events, networking sessions, and festive campaigns. Manage event strategy, budgeting, vendors, logistics, communications, and post-event reporting.

• Develop annual engagement calendars aligned with commercial priorities and customer lifecycle stages.
• Manage end-to-end event execution including concept development, budget management, vendor sourcing and management, logistics coordination, attendee communications, event operations, and post-event reporting.
• Ensure high-quality customer experiences that strengthen brand perception and customer relationships.

2. Loyalty & Retention Programs

Develop and manage B2B customer loyalty and advocacy programs that drive retention, product adoption, referrals, customer engagement, and lifetime value.

• Design initiatives that drive customer retention (e.g., customer referral program).
• Create cross-sell and upsell opportunities.
• Build long-term brand advocacy initiatives.
• Monitor customer engagement behaviors and identify opportunities to increase loyalty and lifetime value.

3. Campaign Management & Customer Marketing

Plan and execute customer marketing campaigns supporting awareness, adoption, retention, and engagement objectives. Coordinate campaign assets and optimize performance.

• Develop campaign messaging, targeting strategies, customer journeys, and success metrics.
• Coordinate production of campaign assets including email marketing, landing pages, sales collateral, toolkits, event materials, and digital and print communications.
• Ensure brand consistency across all customer-facing touchpoints.
• Track campaign performance and optimise initiatives to improve engagement and ROI.

4. Go-To-Market (GTM) & Sales Enablement

Support product launches, pricing updates, and promotional campaigns through customer communications, sales enablement materials, and stakeholder alignment.

• Develop customer communication materials including sales decks, one-pagers, FAQs, sales scripts, and launch toolkits.
• Partner with Product, GTM, and Sales teams to ensure launch readiness and effective customer communication.
• Support sales teams with promotional campaigns, customer presentations, and engagement activities.

5. Community Building & Customer Advocacy

Build customer communities, identify advocates, develop success stories, and drive participation in engagement platforms.

• Build and nurture customer communities that encourage peer networking and knowledge sharing.
• Identify and cultivate customer champions and advocates.
• Develop customer success stories, testimonials, and recognition initiatives that reinforce loyalty and strengthen the PropertyGuru Group brand.

6. Performance Management & Reporting

Track event, campaign, loyalty, retention, and revenue KPIs. Provide insights, reporting, and budget management.

• Monitor and report on key performance indicators including event attendance and engagement.
• Track and monitor customer satisfaction, retention rates and product adoption.
• Measure loyalty program participation, linking revenue contribution from engagement initiatives.
• Maintain dashboards and provide monthly insights to leadership.
• Analyse customer behaviour, engagement trends, and campaign outcomes to identify growth opportunities.
• Manage allocated budgets and ensure cost-effective execution.

Requirements

3-5 years of experience in Customer Marketing, Event Marketing, Loyalty Marketing, CRM, Trade Marketing, or B2B Marketing. Strong project management, stakeholder management, analytics, communication, and event execution capabilities.

• Proven experience managing large-scale customer events, conferences, roadshows, and engagement programs.
• Experience developing or managing customer loyalty, retention, or advocacy programs.
• Experience working in B2B, SaaS, technology, media, property, or platform-based businesses is preferred.
• Strong event management and project management skills.
• Experience with customer lifecycle marketing and retention strategies.
• Excellent stakeholder management and cross-functional collaboration abilities.
• Strong analytical mindset with ability to translate insights into actions.
• Budget management and vendor negotiation experience.
• Excellent communication, presentation, and relationship-building skills.
• Ability to manage multiple projects in a fast-paced environment.

Success Metrics

Customer event attendance, satisfaction scores, loyalty participation, retention rates, product adoption, campaign ROI, advocacy growth, and budget efficiency.

• Product adoption and upsell performance.
• Campaign ROI and engagement metrics.
• Customer advocacy and referral growth.
• Budget efficiency and event delivery excellence.

Our commitment to you:

• Hybrid flexible working that focuses on outcomes over hours.

• Holistic rewards package covering your financial, physical & mental health.

• Multi-directional career development across all levels.

• Inclusive benefits like equal paternity leave, supporting all employees in work-life balance.
  
  

At PropertyGuru, you’ll be part of a Top Employers Certified* company that puts people at the heart of everything we do.