CRM & Lifecycle Marketing, Assistant Manager [F&B]

Randstad Malaysia; Shah Alam; On-site; MYR 120,000 - 180,000; Full time

Job summary

Randstad Malaysia is seeking an Assistant Manager, CRM & Lifecycle Marketing to drive retention across Malaysia and Singapore (MYSG). You will own automated lifecycle journeys and multi-channel campaigns, turning app users into habitual customers while translating product launches into measurable value.

In this role you will work hands-on in the first 90 days (approx. 70% execution / 30% strategy) and then scale to own the MYSG retention roadmap, guiding a Senior Executive.

Qualifications

• 3–5 years of hands-on CRM, Lifecycle, or Growth/Retention Marketing experience.
• Experience in high-volume B2C mobile-app environments (e.g., fintech, e-wallet, e-commerce).
• Strong ability to articulate insights to senior stakeholders and work autonomously.

Responsibilities

• Design, build, and optimize automated lifecycle journeys (onboarding, activation, habit-building, win-back, churn prevention) for MYSG app users.
• Translate commercial goals and product launches into high-converting, multi-channel CRM campaigns with right audience, messaging and distribution.
• Leverage first‑party data in CDP/CRM to build granular audience segments and personalized, trigger-based journeys.
• Partner with Commercial, Product, Data, and Regional teams to present retention insights, campaign ROI, and strategic recommendations to leadership.
• Mentor and oversee the Senior Executive, CRM & Lifecycle Marketing, ensuring quality and commercial alignment.

Skills

CRM & Lifecycle Marketing

Education

Bachelor Degree

Job description

About the Role

We are looking for a commercially sharp, fast-moving Assistant Manager, CRM & Lifecycle Marketing to drive customer retention and reduce churn across Malaysia and Singapore (MYSG).

Note: This is a dedicated CRM, Lifecycle, and Customer Retention role—not a Loyalty Program operations role. You will lead the owned-channel ecosystem (in-app push, email, SMS) to turn app users into habitual daily customers, translating customer behavior and product launches into measurable commercial value. While you will be hands‑on with execution in your first 90 days (approx. 70% execution / 30% strategy) to master our engine, this role quickly scales into owning the MYSG retention roadmap and guiding a Senior Executive.

Key Responsibilities

• Lifecycle & Churn Reduction Strategy: Design, build, and optimize automated lifecycle journeys (onboarding/post-sign-up activation, habit‑building, win‑back, and lapsing/churn prevention) for MYSG app users.
• Commercial Campaign Execution: Translate commercial goals and new product launches into high‑converting, multi‑channel CRM campaigns—determining the right audience, messaging, and distribution strategy to maximize repeat purchase rates and Customer Lifetime Value (CLTV).
• CDP & Audience Segmentation: Leverage first‑party behavioral and transactional data within our CDP/CRM stack to build granular user segments, moving beyond one‑off blasts to personalized, trigger‑based journeys.
• Stakeholder & Cross‑Functional Alignment: Partner closely with Commercial, Product, Data, and Regional teams (who oversee global sign‑up architecture and new market expansions). Confidently present retention insights, campaign ROI, and strategic recommendations to senior leadership.
• Team Leadership: Mentor and oversee the Senior Executive, CRM & Lifecycle Marketing—delegating day‑to‑day campaign execution while maintaining high quality, speed, and commercial alignment.

What We Are Looking For

• B2C App-First Background: 3–5 years of hands‑on CRM, Lifecycle, or Growth/Retention Marketing experience, strongly preferred from high-volume B2C mobile-app environments (e.g., super‑apps, e‑wallet/fintech, e‑commerce, food delivery, or consumer tech).
• Commercial Acumen: You don’t just look at open rates—you understand how CRM drives order frequency, basket size, and revenue, and you know how to position product launches to different user cohorts.
• Agile & High‑Energy Communicator: Fast‑paced, sharp, and articulate. Comfortable “managing upwards,” presenting to senior stakeholders, and thriving in an autonomous, hands‑off management environment.
• MarTech & Data Fluency: Practical experience with modern CRM/CDP tools (e.g., Braze, CleverTap, Insider, MoEngage, Segment) and strong comfort analyzing cohort/funnel data (spreadsheets/SQL).
• Non‑Negotiable: Full‑time, 100% office‑based presence in the headquarters.

skills

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qualifications

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education

Bachelor Degree