CRM & Loyalty Manager / Senior Manager

MR.DIY Group (M) Berhad; Malaysia; Hybrid; MYR 120,000 - 180,000; Full time

Job summary

MR. DIY Group (M) Berhad is seeking a seasoned CRM & Loyalty leader to design and execute a scalable CRM and loyalty strategy for MR. DIY Club, guiding the end-to-end customer lifecycle from acquisition to win-back.

You will translate data insights into targeted campaigns, partner with marketing, IT, and stores, and drive continuous improvement through a Test-Learn-Optimise-Scale approach.

Qualifications

• Minimum 5 years of experience in CRM, loyalty, customer lifecycle management or data-driven marketing.
• Strong understanding of lifecycle management, segmentation, retention and marketing automation.
• Proven ability to translate customer data into actionable CRM and loyalty strategies.
• Analytical and commercial mindset with results-driven approach.
• Experience with campaigns, journeys and engagement programmes.

Responsibilities

• Develop and execute the overall CRM and loyalty strategy and roadmap.
• Manage end-to-end customer lifecycle from acquisition to win-back.
• Identify opportunities to improve activation, retention and customer value.
• Review and enhance loyalty proposition, benefits and engagement mechanics.
• Analyze data to understand member behaviour and opportunities.
• Collaborate with Marketing, Sales, Store Ops, IT and vendors.

Skills

CRM

Loyalty

Customer lifecycle

Marketing automation

Data analysis

Stakeholder management

Education

Bachelor's degree in Marketing, Business, Data Analytics or related

Tools

CRM platforms

Job description

Key Responsibilities:

1. CRM & Loyalty Strategy

• Develop and execute the overall CRM and loyalty strategy and roadmap for MR. DIY Club.
• Manage the end-to-end customer lifecycle from acquisition and activation through engagement, retention, growth and win-back.
• Identify opportunities and develop strategies to improve member activation, second purchase, purchase frequency, active rate, retention and customer value.
• Continuously review and enhance the loyalty proposition, member benefits and engagement mechanics based on customer behaviour and business priorities.

2. Customer Insights & Segmentation

• Analyse customer and transactional data to understand member behaviour, trends, opportunities and areas of improvement.
• Develop customer segmentation and targeting strategies across different customer lifecycle stages.
• Translate customer insights into actionable CRM, marketing and commercial strategies.
• Identify high-potential, active, at-risk and lapsed customer segments and develop appropriate engagement strategies.

3. CRM Marketing & Automation

• Plan, execute and optimise CRM and loyalty marketing campaigns to drive membership sign-up, activation, engagement, repeat purchase and retention.
• Develop automated customer journeys and trigger-based communications across the customer lifecycle.
• Work closely with the Marketing team to develop member campaigns, rewards, promotions and engagement initiatives.
• Continuously test and optimise campaigns, offers, communication and customer journeys based on performance and customer response.

4. Loyalty Programme Development & Enhancement

• Identify and prioritise MR. DIY Club enhancements based on customer needs, data insights and business opportunities.
• Work closely with Digital Transformation, IT, developers and vendors to translate business requirements into system and programme enhancements.
• Support requirement gathering, testing, implementation and post-launch optimisation of new loyalty features and capabilities.
• Continuously improve the overall member experience across app, digital and in-store touchpoints.

5. Performance & Optimisation

• Monitor key CRM and loyalty KPIs including membership growth, activation, active rate, second purchase, purchase frequency, member sales, retention, redemption and campaign ROI.
• Develop regular performance reports, customer insights and recommendations for management.
• Evaluate campaign and programme effectiveness and identify opportunities for improvement.
• Establish a Test Learn Optimise Scale approach to continuously improve CRM and customer lifecycle performance.

6. Stakeholder & Programme Management

• Collaborate closely with Marketing, Sales, Store Operations, Digital Transformation, IT, E-Commerce, Finance, Customer Service and external vendors to maximise programme effectiveness and integration.
• Coordinate cross-functional loyalty initiatives and ensure alignment between customer strategy, marketing execution, system capabilities and store operations.
• Work with technology teams and vendors on system development, enhancements and ongoing optimisation.
• Support loyalty programme governance, data accuracy, customer service processes and fraud prevention.

Requirements:

• Manager: Minimum 5 years of relevant experience in CRM, loyalty, customer lifecycle management or data-driven marketing.
• Senior Manager: Preferably 7+ years of relevant experience, with demonstrated ownership of CRM or loyalty strategy.
• Strong understanding of customer lifecycle management, loyalty, segmentation, retention and marketing automation.
• Proven ability to develop and execute data-driven CRM and loyalty strategies.
• Strong analytical and commercial mindset, with the ability to translate customer data and behaviour into actionable strategies.
• Experience in planning and executing CRM campaigns, automated customer journeys and customer engagement programmes.
• Experience with CRM, loyalty and/or marketing automation platforms.
• Experience working with technology teams and external vendors on system development and enhancements.
• Strong project management and cross-functional stakeholder management skills.
• Strong written, verbal, presentation and communication skills.
• Retail, e-commerce, FMCG or consumer business experience is preferred.
• Degree in Marketing, Business, Data Analytics or a related discipline.