CRM & Loyalty Strategy Product Manager

Verticurl; Kuala Lumpur; On-site; MYR 240,000 - 480,000; Full time

Job summary

Verticurl in Kuala Lumpur is seeking a senior CRM and loyalty leader to own the business vision, strategy and roadmap for customer engagement across the brand portfolio.

You will translate customer needs and commercial priorities into a coordinated plan for member acquisition, activation, engagement and retention, leading cross-functional teams and defining governance and KPIs.

Qualifications

• 10+ years in CRM, loyalty or customer growth leadership.
• Led large-scale loyalty programmes with measurable results.
• Strong segmentation, personalisation and loyalty economics.

Responsibilities

• Develop CRM and loyalty strategy, roadmap and backlog.
• Define member propositions, journeys and personalisation.
• Identify loyalty partnerships and define value and operating needs.
• Translate priorities into briefs for campaigns, analytics and tech teams.
• Establish programme KPIs and lead performance reviews.
• Assess commercial implications with finance and business owners.
• Lead stakeholder alignment across markets.
• Develop governance and playbooks; prepare counterparts to take ownership.

Skills

CRM & Loyalty leadership

Lifecycle management

Stakeholder management

Cross-functional leadership

Strategy & planning

Job description

Own the business vision, strategy and roadmap for CRM and loyalty programme. Translate customer needs and commercial priorities into a coordinated plan for member acquisition, activation, engagement and retention across the brand portfolio.

Key responsibilities

• Develop the CRM and loyalty strategy, annual roadmap and prioritised backlog, aligning initiatives with business objectives and delivery capacity.
• Define member propositions, benefits, lifecycle journeys and personalisation opportunities with brand, retail and digital stakeholders.
• Identify and evaluate potential loyalty partnerships, defining their customer value, commercial rationale and operating requirements.
• Translate business priorities into clear briefs, requirements and acceptance criteria for campaign, creative, analytics and technology teams.
• Establish programme KPIs with the Data Analyst and lead performance reviews, turning findings into investment and optimisation decisions.
• Assess the commercial implications of proposed benefits, promotions and enhancements with relevant finance and business owners.
• Lead stakeholder alignment, resolve competing priorities and support consistent programme execution across markets.
• Develop programme governance and playbooks, and prepare Valiram counterparts to take ownership of strategy and planning.

Experience and capabilities

• 10+ years of progressive experience in CRM, loyalty or customer growth leadership.
• Proven delivery of large-scale loyalty programmes or transformation initiatives with measurable commercial results.
• Strong understanding of customer lifecycle management, segmentation, personalisation and loyalty economics.
• Experience leading cross-functional and regional stakeholders, ideally within retail, luxury or a multi-brand business.
• Ability to influence senior executives and translate strategic priorities into practical delivery plans

Success measures

On-time campaign delivery; first-time-right execution; adherence to approvals and contact policies; effective issue resolution; campaign improvement through testing; and successful transfer of operating processes