CRM & Loyalty Lead — Drive Retention & Lifetime Value

Love, Bonito; Kuala Lumpur; On-site; MYR 120,000 - 180,000; Full time

Job summary

Love, Bonito, Southeast Asia's leading womenswear brand, is seeking a CRM & Loyalty Manager to own how we talk to and reward customers. Reporting directly to the CEO, you'll lead a lean team of three and turn customer data into campaigns, rewards, and decisions that drive engagement, retention, and lifetime value.

You will design and manage CRM communications, loyalty programme strategy, and customer insights, working with marketing, product, and merchandising to improve cross-channel targeting

Qualifications

• 5+ years of experience in a CRM role, preferably in retail or e-commerce.
• Hands-on experience with CRM/marketing automation platforms (we use Braze)
• Experience in driving mobile engagement
• Experience managing a loyalty or membership programme
• Experience leading and developing a team
• Analytical and proficient in SQL

Responsibilities

• CRM Communications: Own the CRM communications strategy and calendar.
• Build and manage campaigns to drive acquisition, retention, and LTV.
• Drive segmentation, personalisation, and A/B testing to improve open, click, and conversion rates.
• Loyalty Programme: Own the loyalty programme strategy end to end — enrollment, tiering, rewards, and redemption.
• Design and launch new perks, rewards, and experiences that increase engagement and repeat purchase.
• Track programme performance (enrollment, redemption, incremental revenue) and iterate based on results.
• Manage the loyalty platform vendor relationship and lead evaluations of new capabilities.
• Customer Insights: Analyse customer data — behaviour, purchase, and engagement — to generate insights that inform CRM, loyalty, and broader marketing decisions.
• Build customer segmentation and journey mapping to sharpen targeting across channels.
• Run surveys, focus groups, and voice-of-customer programmes to deepen the company's understanding of customer needs.
• Partner cross-functionally to embed customer insights into product, merchandising, and marketing strategy.
• Reporting & Budgeting: Report CRM and loyalty performance against KPIs — acquisition, retention, engagement, and programme ROI.
• Manage the team's budget, with full accountability for allocation across CRM and loyalty priorities.
• Technology, Automation & AI: Manage the CRM and push platforms, and maximize martech tools to strengthen automation and targeting.
• Utilize technology and AI with the goal of improving efficiency whether across driving revenue optimization or automation.
• Team & Stakeholder Management: Lead and coach a team, owning goal-setting, performance management, and capability development.
• Own CRM and loyalty KPIs — acquisition, retention, engagement, and programme ROI.
• Represent CRM and loyalty priorities into broader marketing and leadership planning.
• Manage vendor and agency relationships supporting CRM and loyalty execution

Skills

CRM

Marketing automation

Mobile engagement

Team leadership

SQL

Tools

Braze

Job description

Love, Bonito, Southeast Asia's leading womenswear brand, is seeking a CRM & Loyalty Manager to own how we talk to and reward customers. Reporting directly to the CEO, you'll lead a lean team of three and turn customer data into campaigns, rewards, and decisions that drive engagement, retention, and lifetime value.

You will design and manage CRM communications, loyalty programme strategy, and customer insights, working with marketing, product, and merchandising to improve cross-channel targeting