Consumer Experience & Insights Manager

Nestlé; Petaling Jaya; On-site; MYR 100,000 - 150,000; Full time

Job summary

Nestlé seeks a CRM & Insights Manager for its Petaling Jaya location. The successful candidate will lead the strategy for consumer journeys, enhance customer experience, and manage valuable data to drive business decisions. Ideal applicants will have significant experience in CRM within the FMCG sector, strong data analytics skills, and the capacity to collaborate cross-functionally for effective strategy execution.

Qualifications

• At least 8 years of experience in CRM or business development.
• Strong business acumen and project management skills.
• FMCG brand experience is a plus.

Responsibilities

• Develop consumer journey strategy, ensuring execution across channels.
• Perform detailed analyses to support B2C and B2B efforts.
• Ensure compliance with GDPR and manage data quality.

Skills

Business Acumen

Design Thinking

Project Management

Consumer Insights

Education

University degree in quantitative marketing, business, mathematics, statistics or econometrics

Tools

SPSS

SAS

Cognos

SQL

Job description

Position Snapshot

Location: Petaling Jaya, Selangor, MY
Company: Nespresso Malaysia
Full-time
Bachelor’s Degree
8+ years of experience

Position Summary

Joining Nestlé means you are joining the largest Food and Beverage Company in the world. At our core, we are a human environment – passionate people driven by the purpose of enhancing the quality of life and contributing to a healthier future. A Nestlé career empowers you to make an impact locally and globally, with opportunities to stand out and grow both professionally and personally.

We are looking for a CRM & Insights Manager to manage the collection, combination, and translation of data on customers, consumers, prospects, market, and competition (both B2C and B2B) to support decision-making across the market organization.

A day in the life of a CRM & Insights Manager

• Develop the consumer journey strategy, including brand positioning across all touchpoints, and ensure execution across channels and CC&S. Collaborate closely with the organization to align on a common omnichannel vision regarding customer experience.
• Continuously improve the consumer experience from acquisition to onboarding to retention, driving both customer satisfaction and business outcomes.
• Collect and integrate external data (e.g., market trends, consumers, competitors) and internal data (e.g., channels, key campaigns, ongoing programs).
• Maintain an up-to-date database with all internal and external data.
• Perform detailed analyses based on data, such as segmentation for B2C and B2B channels, regions, and sales channels.
• Advise the organization on the selection of analyses, processes, setup, and research methods for insight requests.
• Develop consumer journey strategies, including brand positioning, aligned with global frameworks.
• Leverage internal and external data, insights, and recommendations to inform strategies.
• Define activation strategies (e.g., acquisition, promotion), onboarding, and loyalty for B2C.
• Collaborate closely with B2B to formulate prospecting, onboarding, retention strategies, and CRM plans.
• Drive continuous improvement and ensure consistency across all consumer journey touchpoints through initiatives.
• Act as the primary spokesperson for data quality and privacy matters towards HQ and Nestlé in the market (NIM).
• Ensure compliance with GDPR and evaluate third-party data privacy standards.
• Build and sustain the department to support business results through tactical and operational decisions.

What will make you successful

Education:

• University degree or equivalent in quantitative marketing, business, mathematics, statistics, or econometrics.

Professional experience:

• At least 8 years of experience as a Product or Brand Manager, with extensive experience in CRM, business development, or commercial offer definition.
• Strong business acumen.
• Design thinking methodologies are a plus.
• Experience working with business intelligence, market insights, and consumer insights departments.
• Knowledge of SPSS/SAS or similar statistical packages, and Cognos/SQL or other data query tools.
• Experience with direct-to-consumer communication and CRM programs is advantageous.
• Experience working with FMCG brands.
• Proven project management skills for complex projects.
• Experience managing external agencies.