Senior CRM & Loyalty Manager

Michael Page; Philippines; On-site; PHP 900,000 - 1,500,000; Full time

Job summary

Michael Page seeks a senior CRM and customer engagement leader in the Philippines to own end-to-end CRM initiatives across digital channels.

You will develop operational plans, govern campaigns, manage workflows, and lead a high-performing team, collaborating with marketing, analytics, and tech.

The role focuses on lifecycle programmes from acquisition to loyalty, analytics-driven optimisation, and delivering exceptional customer experiences.

Qualifications

• Proven experience leading CRM, lifecycle marketing, customer engagement, or direct marketing operations.
• Strong expertise in customer journey management, segmentation, personalisation, and omnichannel marketing.
• Demonstrated people leadership experience with the ability to develop and manage high-performing teams.
• Strong analytical, operational, and stakeholder management capabilities with a focus on performance optimisation.
• Experience working with CRM platforms such as Braze, marketing technologies, campaign governance frameworks, and data-driven marketing environments.

Responsibilities

• Lead end-to-end CRM and customer engagement operations across multiple digital channels.
• Develop operational plans aligning marketing priorities with campaign execution capabilities.
• Manage campaign workflows from intake to post-launch monitoring.
• Oversee lifecycle programmes including acquisition, onboarding, engagement, retention, reactivation, and loyalty.
• Establish robust campaign governance, QA frameworks, and risk management processes.
• Lead, coach, and develop a high-performing CRM team.
• Drive campaign planning, resource allocation, and workload forecasting.
• Monitor campaign performance and implement optimisation through analytics.
• Collaborate with marketing, analytics, technology, digital and business stakeholders.
• Champion process improvement, automation, and operational excellence.

Skills

CRM leadership

Lifecycle marketing

Omnichannel marketing

People leadership

Analytics

Stakeholder management

Tools

Braze

Job description

• World-class portfolio
• Career progression, competitive salary package

About Our Client

The hiring company is a large organization within the leisure, travel, and tourism industry, known for offering premium services and experiences to its customers. It operates in a fast-paced environment and is committed to delivering high-quality outcomes in a competitive market.

Job Description

• Lead end-to-end CRM and customer engagement operations, ensuring the successful delivery of campaigns across multiple digital channels.
• Develop operational plans that align marketing priorities with campaign execution capabilities.
• Manage campaign workflows including intake, prioritisation, development, testing, deployment, and post-launch monitoring.
• Oversee customer lifecycle programmes covering acquisition, onboarding, engagement, retention, reactivation, and loyalty initiatives.
• Establish robust campaign governance, quality assurance frameworks, and risk management processes.
• Lead, coach, and develop a high-performing team of CRM and customer engagement professionals.
• Drive campaign planning, resource allocation, workload management, and operational capacity forecasting.
• Monitor campaign performance and implement continuous optimisation initiatives through testing and analytics-driven insights.
• Collaborate with marketing, analytics, technology, digital, and business stakeholders to deliver strategic customer engagement programmes.
• Champion process improvement, automation, and operational excellence to enhance efficiency and customer experience outcomes.

The Successful Applicant

• Proven experience leading CRM, lifecycle marketing, customer engagement, marketing automation, or direct marketing operations.
• Strong expertise in customer journey management, segmentation, personalisation, and omnichannel marketing.
• Demonstrated people leadership experience with the ability to develop and manage high-performing teams.
• Strong analytical, operational, and stakeholder management capabilities with a focus on performance optimisation.
• Experience working with CRM platforms such as Braze, marketing technologies, campaign governance frameworks, and data-driven marketing environments.

What's on Offer

• Competitive salary & benefits package.
• Opportunity to lead large-scale customer engagement initiatives with significant business impact.
• Collaborative and innovative environment focused on digital transformation, customer experience, and marketing excellence.
• Full onsite work setup.