CRM & Loyalty Manager / Senior Manager

MR DIY Malaysia; Seri Kembangan; On-site; MYR 120,000 - 180,000; Full time

Job summary

MR D.I.Y. Malaysia seeks a seasoned CRM and Loyalty Lead to drive the overall CRM and loyalty strategy for MR. DIY Club, spanning acquisition, activation, engagement, retention and win-back across the customer lifecycle.

You will analyze customer data to identify opportunities, develop segmentation, and translate insights into actionable marketing and commercial strategies. Collaboration with digital, IT, and store teams will be essential to scale programmes and improve customer value.

Qualifications

• 5+ years of relevant experience in CRM, loyalty, or customer lifecycle management.
• Proven ability to develop and execute data-driven CRM and loyalty strategies.
• Strong analytical and commercial mindset with translating data into actionable strategies.
• Experience planning and executing CRM campaigns and automated customer journeys.
• Experience with CRM/loyalty platforms and collaboration with tech teams.

Responsibilities

• Develop and execute the overall CRM and loyalty strategy and roadmap for MR. DIY Club.
• Manage the end-to-end customer lifecycle from acquisition through engagement, retention and win-back.
• Identify opportunities to improve activation, second purchase, and customer value.
• Review and enhance loyalty proposition, member benefits and engagement mechanics.
• Plan and optimise CRM and loyalty campaigns to drive membership growth and retention.
• Develop automated customer journeys and trigger-based communications.
• Collaborate with Marketing, IT and vendors on system enhancements and governance.
• Establish a Test → Learn → Optimise → Scale approach to improve performance.

Skills

CRM strategy

Loyalty programs

Data-driven marketing

Campaign planning

Cross-functional leadership

Education

Degree in Marketing or Business or Data Analytics

Tools

CRM platforms

Marketing automation

Job description

• 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.
• 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.

2) 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.

3) 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.

4) 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.
• 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.

MR D.I.Y. is a home-grown enterprise with over 1,300 stores across Malaysia and Brunei. The home improvement retailer has dedicated to make a positive difference in the lives of its valued customers by offering convenience at all its stores nationwide and online at mrdiy.com.my

All MR. D.I.Y. stores are managed directly and the retailer often works in collaboration with owners of shopfront properties or owners of malls. MR. D.I.Y. stores offer a wide selection of SKUs across five major categories, namely hardware; household and furnishing; electrical; stationery and sports equipment products; and others (comprising toys, car accessories, jewellery, cosmetics, food and beverage items, as well as health and personal care).

The Company strives to put its customers first by operating an innovative business that is flexible when it comes to providing a wide variety of products, good quality and value-for-money, holding true to the Company’s motto of "Always Low Prices".