Head of CRM, Loyalty & Referral

ZALORA Group; Kuala Lumpur; On-site; MYR 180,000 - 300,000; Full time

Job summary

ZALORA Group in Malaysia is seeking a Regional Head of Loyalty to own the loyalty programme strategy across South East Asia, including tiering, rewards, and benefits to boost member acquisition and retention. You will define KPIs and continuously refine the value proposition in the competitive e-commerce fashion landscape.

Work with CRM and marketing to design lifecycle campaigns, personalise communications, and drive repeat purchases.

Qualifications

• Bachelor's or Master's degree in Marketing, Business, or a related discipline.
• Significant experience in loyalty, CRM, or customer retention marketing, ideally with regional exposure and/or e-commerce experience.
• Demonstrated experience managing loyalty or membership programmes across multiple markets or jurisdictions in South East Asia.
• Experience designing and executing lifecycle marketing campaigns and customer segmentation strategies.
• Strong understanding of loyalty programme mechanics, rewards structures, and customer retention principles.
• Experience with CRM platforms, loyalty technology, and data analytics tools.
• Able to lead process improvement, partnership development, and loyalty programme initiatives across the organisation.
• Able to manage, coach, and develop teams in a fast-paced, cross-functional, and matrixed environment.
• Excellent written, verbal, presentation, and executive communication skills.
• Strong analytical, project management, time management, and stakeholder-management skills.

Responsibilities

• Own the regional loyalty programme strategy, including tiering, rewards structures, and benefits design, to drive member acquisition and retention.
• Define and track loyalty programme KPIs, including member growth, engagement rates, redemption rates, and programme profitability.
• Continuously evaluate and refine the loyalty value proposition to remain competitive within the regional e-commerce and fashion landscape.
• Partner with Marketing to design and execute lifecycle marketing campaigns to increase member engagement and repeat purchases.
• Use customer data and segmentation to personalise loyalty communications, offers, and rewards.
• Analyse member behaviour and purchase patterns to identify retention and cross-sell opportunities.
• Own the design, mechanics, and performance of the referral programme, including incentives.
• Define and track referral KPIs and integrate referral with loyalty and CRM ecosystems.
• Identify, negotiate, and manage strategic partnerships to expand loyalty rewards ecosystem.
• Collaborate with Commercial and Category teams to align rewards with business strategies.
• Work with Data and Tech to maintain and enhance the loyalty platform and report performance to senior stakeholders.
• Drive process improvements and technology enhancements to improve efficiency and member experience.
• Lead, coach, and develop regional loyalty team across SEA with regular check-ins and development planning.
• Provide executive updates to the CMO and senior management on loyalty performance and insights.

Skills

Loyalty & CRM

Lifecycle marketing

Data analytics

Stakeholder management

Team leadership

Education

Marketing or Business degree

Tools

CRM platforms

Loyalty technology

Analytics tools

Job description

RESPONSIBILITIES:

Loyalty Strategy & Programme Management

• Own the regional loyalty programme strategy, including tiering, rewards structures, and benefits design, to drive member acquisition and retention.
• Define and track loyalty programme KPIs, including member growth, engagement rates, redemption rates, and programme profitability.
• Continuously evaluate and refine the loyalty value proposition to remain competitive within the regional e-commerce and fashion landscape.

CRM & Lifecycle Marketing

• Partner with the relevant Marketing teams to design and execute lifecycle marketing campaigns that increase member engagement and repeat purchase behaviour.
• Use customer data and segmentation to personalise loyalty communications, offers, and rewards across the member base.
• Analyse member behaviour and purchase patterns to identify opportunities for retention and cross-sell initiatives.

Referral Programme

• Own the design, mechanics, and performance of ZALORA's regional referral (member-get-member) programme, including incentive structures for both referrer and referee.
• Define and track referral programme KPIs, including referral conversion rate, cost per acquisition via referral, and programme fraud/abuse rate.
• Integrate referral mechanics with the loyalty and CRM ecosystem to maximise cross-programme synergies and avoid incentive overlap or cannibalisation.

Partnerships & Rewards

• Identify, negotiate, and manage strategic partnerships with brands and third parties to expand the loyalty rewards ecosystem.
• Collaborate with the Commercial and Category teams to align loyalty rewards with broader business and promotional strategies.

Data, Reporting & Technology

• Work with Data and Tech teams to maintain and enhance the loyalty platform, ensuring a seamless member experience.
• Analyse and report on loyalty programme performance on a regular basis, including variance analysis and commentary for senior stakeholders.
• Drive process improvements and technology enhancements to improve loyalty programme efficiency and member experience.

People Leadership & Executive Communication

• Lead, coach, and develop the regional loyalty team across South East Asia through clear objectives, regular check-ins, capability building, hiring, onboarding, training, and development planning.
• Provide regular executive updates and leadership communication to the CMO and senior management on loyalty programme performance, member insights, and key strategic initiatives across markets

REQUIREMENTS:

• Bachelor's or Master's degree in Marketing, Business, or a related discipline.
• Significant experience in loyalty, CRM, or customer retention marketing, ideally with regional exposure and/or e-commerce experience.
• Demonstrated experience managing loyalty or membership programmes across multiple markets or jurisdictions in South East Asia.
• Experience designing and executing lifecycle marketing campaigns and customer segmentation strategies.
• Strong understanding of loyalty programme mechanics, rewards structures, and customer retention principles.
• Experience with CRM platforms, loyalty technology, and data analytics tools.
• Able to lead process improvement, partnership development, and loyalty programme initiatives across the organisation.
• Able to manage, coach, and develop teams in a fast-paced, cross-functional, and matrixed environment.
• Excellent written, verbal, presentation, and executive communication skills.
• Strong analytical, project management, time management, and stakeholder-management skills.
• Self-starter with strong attention to detail and the ability to operate independently while maintaining strong oversight of programme performance.
• Willingness and ability to travel and work across regional markets, including Malaysia, Singapore, Indonesia, and the Philippines, as applicable to the role scope.

The ZALORA Story

Founded in 2012, ZALORA is Asia's online fashion destination, operating in Singapore, Indonesia, Malaysia, the Philippines, and Hong Kong. As part of the Global Fashion Group, a world leader in online fashion for emerging markets, ZALORA provides an extensive selection of international and local brands. Our offerings span apparel, shoes, accessories, and beauty categories for both men and women. We enhance the online shopping experience with features like up to 30-day free returns, speedy deliveries (as fast as 3 hours), free delivery over a certain spend, and multiple payment methods, making ZALORA the ultimate online destination for endless fashion possibilities.

ZALORA is not obligated to accept resumes from any third parties on behalf of potential candidates for any position (advertised or otherwise) by any means, unless ZALORA has executed a written agreement with such third party and has expressly requested such third party for candidate referrals. Third parties who provide unsolicited resumes of candidate(s) shall waive and forfeit all rights to claim for any placement fees or referral fees in the event that such candidate is eventually engaged or employed by ZALORA or Global Fashion Group.