Loyalty & Customer Lifecycle Manager

Fathopes Energy; Selangor; On-site; MYR 120,000 - 180,000; Full time

Job summary

FatHopes Energy is seeking a Loyalty & Customer Lifecycle Manager in Malaysia to lead the loyalty strategy, lifecycle programs, and data-driven campaigns across acquisition to advocacy.

You will collaborate with Finance, Brand, Digital and Operations to translate strategy into actionable campaigns, monitor performance and drive retention, activation and lifetime value.

A strong background in loyalty, CRM and customer analytics is essential; 5+ years of experience is expected.

Qualifications

• Proven experience and strong background in Customer Loyalty, Loyalty Programmes, or Customer Lifecycle Management.
• Experience designing and executing lifecycle or loyalty programmes.
• Experience working with CRM, loyalty, marketing automation or customer engagement platforms.
• Strong understanding of customer segmentation, retention, churn, personalisation and campaign measurement.

Responsibilities

• Develop and manage FatHopes Energy’s customer loyalty programme and lifecycle strategy across acquisition, onboarding, activation, engagement, retention, reactivation and advocacy.
• Segment customers to create differentiated journeys and offers for various value and activity levels.
• Plan and execute engagement, retention, referral and reactivation campaigns across channels.
• Collaborate with Finance, Brand and Data teams to manage budgets and measure outcomes.
• Establish dashboards to track loyalty performance and present findings to leadership.

Skills

Customer loyalty

Lifecycle management

CRM

Marketing automation

Data analysis

Campaign management

Segmentation

Personalisation

A/B testing

Budget management

Education

Bachelor’s degree in Marketing or related

Tools

CRM platforms

Marketing automation tools

Job description

Jora Malaysia will close on 9th September 2026. Thank you for being with us, we are cheering you on as you continue your career journey.

IMPORTANT: LOYALTY EXPERIENCE IS MANDATORY
We are specifically looking for candidates with proven experience and a strong background in Customer Loyalty, Loyalty Programmes, or Customer Lifecycle Management. Candidates without relevant loyalty experience need not apply.

Position Summary

The Loyalty & Customer Lifecycle Manager will be responsible for developing and managing FatHopes Energy’s customer loyalty and lifecycle strategy.

The role covers the complete customer journey—from acquisition and onboarding to activation, engagement, retention, reactivation and advocacy. The Manager will use customer data, segmentation and targeted communications to increase participation, collection frequency, customer retention and lifetime value.

This is a hands‑on role requiring someone who can translate strategy into campaigns, coordinate implementation across different departments and measure whether each initiative produces meaningful commercial and customer outcomes.

Key Responsibilities

1. Customer lifecycle strategy

Develop and manage the customer lifecycle strategy across acquisition, onboarding, activation, engagement, retention, reactivation and advocacy.

Map the journeys of different customer and partner segments to identify gaps, friction points and opportunities for improvement.

Develop lifecycle programmes that encourage customers to participate more frequently and remain active over the long term.

Establish clear lifecycle definitions, triggers and communication journeys for each customer segment.

Ensure customer initiatives support the company’s collection-volume, revenue and sustainability objectives.

2. Loyalty programme management

Develop, implement and continuously improve FatHopes Energy’s customer loyalty programme.

Design loyalty mechanics such as rewards, recognition, incentives, membership tiers, referral programmes and targeted offers.

Ensure the programme is commercially sustainable, easy to understand and relevant to the behaviours the company wants to encourage.

Monitor programme participation, reward utilisation, customer behaviour and overall programme effectiveness.

Work with Finance and relevant departments to manage programme budgets, reward costs and financial controls.

Recommend improvements based on customer feedback, programme performance and market developments.

3. Customer segmentation and personalisation

Segment customers according to factors such as profile, activity level, collection volume, frequency, location, value and engagement.

Develop differentiated journeys and offers for new, active, high-value, inactive and at‑risk customers.

Use data to identify churn risks, reactivation opportunities and potential high‑value customers.

Work with Digital and Data teams to improve personalisation across customer communications and campaigns.

Ensure that communications are relevant, timely and appropriate for each customer segment.

4. Campaign development and execution

Plan and execute customer engagement, retention, referral and reactivation campaigns.

Manage campaigns across appropriate channels, including the mobile application, push notifications, WhatsApp, SMS, email and other digital platforms.

Prepare campaign briefs, customer lists, communication schedules, offer structures and performance targets.

Coordinate campaign content and creative materials with the Brand and Creative team.

Conduct A/B testing and other campaign experiments to determine which messages, offers and channels produce the best results.

Maintain a customer communication calendar to prevent duplication, overcommunication or conflicting messages.

5. Customer onboarding and engagement

Develop a structured onboarding journey that helps new customers understand how to participate and receive value from the programme.

Improve conversion from registration to first transaction or collection.

Identify reasons why customers become inactive or fail to complete onboarding.

Develop interventions to improve early engagement and encourage repeat participation.

Work with Operations and customer‑facing teams to ensure that the actual customer experience supports the promises made through campaigns.

6. Customer insights and analytics

Establish dashboards and regular reporting for customer lifecycle and loyalty performance.

Track key indicators such as:

• Customer acquisition and activation rates
• Registration-to-first-transaction conversion
• Active customer rate
• Collection or transaction frequency
• Retention and churn
• Reactivation rate
• Referral rate
• Campaign conversion
• Reward redemption and programme cost
• Customer satisfaction and Net Promoter Score

Analyse campaign results and customer behaviour to determine what is working and what requires improvement.

Present clear findings, recommendations and action plans to the Board of Directors.

Ensure customer data and reports are accurate, reliable and suitable for decision-making.

7. Voice of the customer

Develop appropriate methods for collecting customer feedback throughout the customer journey.

Consolidate feedback from surveys, customer service interactions, complaints, frontline teams and digital channels.

Identify recurring issues and recommend improvements to customer processes, services and communications.

Work with relevant departments to close customer experience gaps.

Monitor customer satisfaction and communicate key findings to management.

8. Cross‑functional collaboration

Work closely with Digital, Data, Operations, Business Development, Brand and Creative, Finance, Sustainability and Customer Service teams.

Translate customer lifecycle requirements into clear system, data and operational requirements.

Coordinate internal stakeholders to deliver campaigns and customer experience improvements on schedule.

Ensure loyalty and lifecycle activities comply with company policies, financial controls and the Personal Data Protection Act 2010.

Manage external technology, reward or service providers where required.

9. Budget and performance management

Prepare and manage the annual loyalty and lifecycle budget.

Evaluate campaign and programme performance against cost, participation and commercial outcomes.

Monitor the cost of customer acquisition, rewards and retention initiatives.

Recommend where the company should increase, reduce or redirect its investment.

Ensure that incentives and rewards encourage genuine, measurable and sustainable customer behaviour.

During the first 12 months, the Manager will be expected to:

• Complete a review and mapping of the existing customer journey.
• Establish customer lifecycle stages and segment definitions.
• Develop the loyalty and customer lifecycle strategy.
• Introduce lifecycle and loyalty performance dashboards.
• Improve customer onboarding and activation.
• Launch targeted retention and reactivation campaigns.
• Establish a structured customer feedback programme.
• Recommend improvements to the existing loyalty programme, system capabilities and customer communications.
• Demonstrate measurable improvement in customer engagement, retention and collection frequency.

Qualifications and Experience

Bachelor’s degree in Marketing, Business, Customer Experience, Data Analytics, Communications or a related discipline.

At least 5 years of relevant experience in CRM, loyalty, customer lifecycle, retention, customer engagement or digital marketing.

At least 1–2 years of experience leading projects, campaigns or a small team.

Demonstrated experience designing and executing lifecycle or loyalty programmes.

Experience working with CRM, loyalty, marketing automation or customer engagement platforms.

Strong understanding of customer segmentation, retention, churn, personalisation and campaign measurement.

Experience analysing customer data and translating findings into practical action.

Experience in retail, e‑commerce, fintech, consumer services, logistics, sustainability or another transaction‑based industry would be advantageous.

Experience developing a new programme or improving an early‑stage customer lifecycle function would be particularly valuable.

Knowledge and Technical Skills

Customer lifecycle and journey management

CRM and loyalty programme management

Customer segmentation and personalisation

Marketing automation and campaign execution

Data analysis and dashboard reporting

A/B testing and campaign optimisation

Customer feedback and experience measurement

Budget and vendor management

Microsoft Excel and PowerPoint

Familiarity with data visualisation tools such as Power BI

Understanding of Malaysia’s Personal Data Protection Act 2010

Personal Attributes

The successful candidate should be:

Commercially minded and focused on measurable outcomes.

Comfortable working with both data and people.

Hands‑on and willing to manage implementation, not only develop strategy.

Curious about customer behaviour and motivated to understand why customers act in a certain way.

Organised and able to manage several campaigns or projects simultaneously.

Confident presenting recommendations to senior management and the Board.

Able to influence cross‑functional teams without relying solely on formal authority.

Practical, resourceful and comfortable working in a growing organisation.

Passionate about sustainability and the circular economy.

Language Requirements

Strong written and spoken English and Bahasa Malaysia.

Additional Malaysian languages or dialects would be an advantage due to the company’s diverse customer and partner network.