Adrian Koh

Experience

• 

  Raffles International Limited

  Nov 2002 - Mar 2005

  Marketing Executive, Market Planning

  Responsible for the monthly generation, analysis and write-up of various market intelligence reports to support strategic corporate objectives and marketing promotions.Accomplishment:• Completed two cycles of the annual Long-Range Planning and Budgeting Process within a tight budgeting timeline for the Marketing department.

• 

  Swissôtel Hotels & Resorts

  Apr 2005 - Dec 2008

  Manager, CRM & Loyalty Marketing

  Headed the Swissôtel loyalty program from Singapore. Responsible for the data integrity of Swissôtel guest & loyalty data warehouse. Accomplishment:• Successfully migrated the loyalty program database to a new vendor in 2006.• Spearheaded and successfully relaunched the loyalty program in 2007.• Conceptualized the standard operating procedure for the relaunched program.

• 

  Fairmont Raffles Hotels International

  Jan 2009 - Nov 2013

  Manages the e-Campaign activities for all Raffles and Swissôtel properties. Works with agencies to develop engaging and actionable creative copies for local, regional and global marketing e-Campaigns.Accomplishment:• Executed over 200 e-Campaigns and generated 12% increase in combined booking nights for Raffles and Swissôtel brands in 2012 Oversaw the integration of Swissôtel Hotels & Resorts guest data warehouse into the shared services environment. Migrated the loyalty program database into the shared services loyalty marketing division. Revamped the loyalty program website.Accomplishment:• Successfully integrated Swissôtel Hotels & Resorts loyalty program and guest data warehouse into the Fairmont Raffles Hotels International shared services environment.

  • Manager, Campaign Management, Asia Pacific

    Feb 2010 - Nov 2013

  • Manager, Loyalty Marketing

    Jan 2009 - Jan 2010
• 

  Frasers Hospitality

  Dec 2013 - now

  Provides strategic direction and management to effectively retain membership, increase member transaction propensity and revenues and support member education, activation and loyalty.Accomplishment:• Effectively tripled the membership size of the loyalty program since its relaunch.• Pivotal role in the digital transformation of Frasers Hospitality.• Key committee member in the Customer Data Platform project. Instrumental in relaunching its global guest loyalty programme - Fraser World from a recognition to a redemption programme and ensured that the programme remained competitive in the market.Accomplishment:• Successfully relaunched Frasers Hospitality global guest loyalty program from a recognition to a redemption program in 2017.• Data Protection Officer to ensure that the company is GDPR compliant.• Key committee member in the design of the Frasers Mobile App. Responsible for the overall loyalty program strategies. Manages and execute the group e-Campaign strategies to increase direct bookings.Accomplishment:• Conceptualized and enhanced the loyalty programme in 2014.• Responsible for the overall loyalty program strategies for the group. • Manages and execute the group e-Campaign strategies to increase direct bookings

  • Assistant Vice President, Loyalty & Partnerships (Corporate)

    Oct 2019 - now

  • Senior Manager, Loyalty and Direct Marketing

    Oct 2016 - Oct 2019

  • Loyalty and Direct Marketing Manager

    Dec 2013 - Sept 2016