Customer Experience Lead

MR DIY International; Seri Kembangan; On-site; MYR 300,000 - 600,000; Full time

Job summary

MR DIY International is seeking a Head of Customer Experience (CX) to design and orchestrate the end-to-end customer journey across online and offline touchpoints in international markets.

The role drives CRM, marketing automation, loyalty, retail ops, and e-commerce into a unified CX strategy to boost lifetime value and retention across 14 countries.

Qualifications

• 10 years of experience in Customer Experience, CRM, Loyalty, Digital, or Omnichannel roles in retail, FMCG, hospitality, or consumer-centric industries.
• Proven experience leading regional or international CX initiatives.
• Hands-on experience with CRM platforms and marketing automation tools.

Responsibilities

• End-to-End Customer Journey Ownership across all touchpoints.
• Define and own the customer journey framework across awareness, acquisition, onboarding, engagement, purchase, post-purchase, loyalty, and advocacy.
• Map and optimize omnichannel journeys across physical stores and CRM communications (email, SMS, push, WhatsApp, etc.).
• Act as owner for CRM, marketing automation platform, and loyalty engine from a CX perspective.
• Establish and manage a Voice of Customer (VoC) framework and track CX KPIs linked to retention and CLV.
• Define CX principles, playbooks, and standards scalable across 14 countries.
• Collaborate with Head of E-Commerce & Marketing, Retail Operations, Customer Service, IT/Data; drive cross-functional CX integration.

Skills

Customer journey mapping

Cross-functional leadership

Data-driven mindset

Stakeholder management

CX strategy

Omnichannel experience

Tools

CRM platforms

Marketing automation tools

Job description

The Head of Customer Experience (CX) is responsible for designing, orchestrating, and continuously improving the end-to-end customer journey across all touchpoints — online and offline — to deliver a consistent, differentiated, and loyalty-driven experience across international markets.

This role will serve as the customer journey architect, aligning CRM, marketing automation, loyalty, retail operations, e-commerce, and customer service into a single, cohesive CX strategy that drives customer lifetime value, engagement, and retention.

Key Responsibilities

• End-to-End Customer Journey Ownership
• Define and own the customer journey framework across all stages: awareness, acquisition, onboarding, engagement, purchase, post-purchase, loyalty, and advocacy.
• Map and continuously optimize omnichannel journeys across:
• Physical stores
• CRM communications (email, SMS, push, WhatsApp, etc.)
• Identify friction points and design scalable journey improvements across markets.

1.CRM, Marketing Automation & Loyalty Orchestration

• Act as the business owner for the CRM, marketing automation platform, and loyalty engine from a CX perspective.
• Trigger-based campaigns
• Personalization and segmentation logic
• Ensure loyalty mechanics (earn, burn, tiers, rewards) are seamlessly embedded into customer journeys and communications.
• Partner with Marketing and E-Commerce to ensure campaigns align with CX principles and journey design.
• Ensure a consistent brand and experience standard across all channels and markets.
• Align online and offline data to support:
• Single customer view
• Cross-channel recognition and personalization
• Work with IT, Data, and Operations teams to resolve integration gaps affecting CX.

3.Voice of Customer & Experience Measurement

• Establish and manage a Voice of Customer (VoC) framework, including:
• NPS, CSAT, CES
• Customer feedback and insights from all channels
• Use data and insights to drive prioritization of CX initiatives.
• Define and track CX KPIs linked to business outcomes (retention, repeat rate, CLV).

4.Regional CX Governance & Standards

• Define CX principles, playbooks, and standards that can scale across 14 countries while allowing for local market nuances.
• Partner with regional and country teams to drive adoption and execution.
• Act as a change leader to embed a customer-first culture across the organization.

5.Cross-Functional Leadership

• Collaborate closely with:
• Head of E-Commerce & Marketing
• Retail Operations
• Customer Service
• IT / Digital / Data
• Act as the central CX integrator, ensuring teams work toward a shared customer vision rather than siloed objectives.
• Influence without direct authority across multiple functions and geographies.
• Deliver a clear, documented end-to-end customer journey across online and offline channels.
• Operationalize CRM, marketing automation, and loyalty into a single, cohesive CX engine.
• Improve customer engagement, loyalty participation, and retention metrics.
• Establish CX governance and measurement across all markets.
• Become the internal authority on customer experience and journey design.

Job Qualifications

• 10 years of experience in Customer Experience, CRM, Loyalty, Digital, or Omnichannel roles within: Retail, FMCG, hospitality, or consumer-centric industries
• Proven experience leading regional or international CX initiatives.
• Hands‑on experience with:
• CRM platforms
• Marketing automation tools

Skills & Capabilities

• Strong customer journey mapping and service design expertise.
• Data‑driven mindset with ability to translate insights into action.
• Excellent stakeholder management and cross‑functional leadership skills.
• Ability to balance strategic vision with operational execution.
• Strong understanding of both digital and physical retail environments.