Head of CRM, Loyalty & Referrals — Growth Leader

ZALORA Group; Kuala Lumpur; Sur place; MYR 180 000 - 300 000; Plein temps

Résumé du poste

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.

Responsabilités

• 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.

Connaissances

Loyalty & CRM

Lifecycle marketing

Data analytics

Stakeholder management

Team leadership

Formation

Marketing or Business degree

Outils

CRM platforms

Loyalty technology

Analytics tools

Description du poste

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.