CRM Specialist (Bangkok)

EXPONENT GLOBAL CONSULTING PTE. LTD.; Singapore; On-site; SGD 19,000 - 31,000; Full time

Job summary

EXPONENT GLOBAL CONSULTING PTE. LTD. seeks a CRM Specialist to drive customer engagement and revenue through targeted digital campaigns. You will bridge Marketing, Analytics and IT, translating insights into email, social media and other channels.

The ideal candidate has 4–7 years in CRM/digital marketing, strong data skills and hands-on Email/CRM campaign experience, with a customer-centric and independent approach.

Qualifications

• 4–7 years of experience in CRM, digital marketing, customer engagement, marketing automation or a closely related field.
• Experience in a consumer-facing environment, preferably retail, fashion, footwear, food, lifestyle or e‑commerce.
• Strong understanding of customer segmentation, lifecycle marketing and personalised communications.
• Hands-on experience managing email marketing and CRM campaigns.
• Strong familiarity with social media platforms and a genuine enthusiasm for their commercial potential.
• Good understanding of CRM, marketing automation, customer data and analytics platforms.
• Ability to work with data and translate analytics into practical marketing actions.
• Strong project management and execution skills with attention to detail.

Responsibilities

• Develop and execute customer lifecycle and CRM campaigns across multiple brands and product categories.
• Segment customers based on demographics, purchase behaviour, preferences, engagement and customer value.
• Develop targeted campaigns for acquisition, conversion, cross-selling, up-selling, retention and reactivation.
• Build personalised customer journeys across email, social media and other relevant digital channels.
• Support initiatives to increase customer frequency, basket size, retention and lifetime value.
• Work with Brand and Marketing teams to translate commercial objectives into campaigns.
• Develop briefs, segments, content requirements and execution plans.
• Manage end-to-end email campaigns, audience selection, content, scheduling and performance tracking.
• Coordinate social media campaigns to drive awareness, engagement, traffic and conversion.
• Ensure campaigns are aligned with brand positioning and CRM standards.

Skills

CRM

Digital marketing

Customer engagement

Marketing automation

Email marketing

Data analytics

Job description

The Employer

The Employer is a large retailer-distributor of top-tier global brands of fashion apparel, footwear and premium food products in several countries in SE Asia. In Thailand, it operates multiple formats of premium stores – from large-format to boutiques – from European apparel, and home furnishings brands and a popular Café Chain; employs several thousand staff in tier-1 and tier-2 cities; and is in the process of expanding the business both by adding new brands to its portfolio and by new market entry in Cambodia, Laos and other emerging markets.

Position: CRM Specialist (Fashion Retail)

Job Code: EXP/CRMS/FR/BKK/0826

Location: Bangkok, Thailand

Role and Responsibilities

The primary role of the CRM Specialist will be to drive customer engagement, brand loyalty and revenue through targeted digital and social media campaigns. He/She will sit at the intersection of Marketing, Customer Analytics and IT, translating customer insights and brand objectives into compelling, data-driven campaigns across email, social media and other digital channels.

The successful candidate will be passionate about the power of data, technology and social media to influence customer behaviour, while also having the creativity and commercial instinct to develop campaigns that resonate with different customer segments.

This is an ideal role for an independent self-starter who enjoys taking ownership—from analysing customer data and developing campaign concepts through to execution, measurement and optimisation.

1. CRM & Customer Engagement

• Develop and execute customer lifecycle and CRM campaigns across multiple brands and product categories.


• Segment customers based on demographics, purchase behaviour, preferences, engagement and customer value.


• Develop targeted campaigns for acquisition, conversion, cross-selling, up-selling, retention and reactivation.


• Build personalised customer journeys across email, social media and other relevant digital channels.


• Support initiatives to increase customer frequency, basket size, retention and lifetime value.

2. Campaign Development & Execution

• Work closely with Brand and Marketing teams to translate commercial objectives into effective campaigns.


• Develop campaign briefs, customer segments, content requirements, communication calendars and execution plans.


• Manage end-to-end email campaigns, including audience selection, content, scheduling, deployment and performance tracking.


• Coordinate social media campaigns designed to drive awareness, engagement, traffic and conversion.


• Ensure campaigns are consistent with individual brand positioning while maintaining appropriate CRM standards across the Group.

3. Analytics & Customer Insights

• Partner with Analytics teams to identify customer trends, behavioural patterns and opportunities for more effective targeting.


• Use customer and campaign data to develop actionable insights and recommendations.


• Analyse campaign performance, including open rates, click-through rates, engagement, conversion, revenue and customer retention.


• Conduct A/B testing of content, offers, messaging, timing and customer segments.


• Continuously optimise campaigns based on data and customer response.

4. Marketing Technology & IT Interface

• Act as the key CRM interface between Marketing, Analytics and IT.


• Work with IT and technology partners to ensure effective use of CRM, marketing automation, customer data and digital engagement platforms.


• Help define business requirements for CRM enhancements, automation and new digital capabilities.


• Identify opportunities to improve campaign automation, personalisation and customer journey management.


• Stay abreast of emerging CRM, AI, marketing automation, social media and digital engagement technologies.

5. Social Media & Digital Innovation

• Bring a strong understanding of how social media can build communities, influence purchase behaviour and strengthen brand loyalty.


• Identify emerging social platforms, content formats, influencers, trends and digital engagement opportunities.


• Collaborate with Brand, Content and Social Media teams to create relevant campaigns for different customer segments.


• Experiment with new digital approaches and quickly translate successful ideas into scalable campaigns.

Candidate Profile

The ideal candidate will have:

• 4–7 years of experience in CRM, digital marketing, customer engagement, marketing automation or a closely related field.


• Experience in a consumer-facing environment, preferably retail, fashion, footwear, food, lifestyle or e-commerce.


• Strong understanding of customer segmentation, lifecycle marketing and personalised communications.


• Hands-on experience managing email marketing and CRM campaigns.


• Strong familiarity with social media platforms and a genuine enthusiasm for their commercial potential.


• Good understanding of CRM, marketing automation, customer data and analytics platforms.


• Ability to work comfortably with data and translate analytics into practical marketing actions.


• Strong project management and execution skills, with exceptional attention to detail.


• Ability to work effectively with Marketing, Analytics, IT, Brand and external technology partners.


• A hands-on, entrepreneurial and independent approach—someone who does not wait for instructions to get things done.


• Curiosity about technology and a willingness to experiment with new tools, platforms and AI-enabled capabilities.


• Excellent communication skills and the ability to influence stakeholders across functions.

The Employer is particularly looking for someone who is:

Customer-obsessed — understands what motivates different customersegments.

Digitally curious — constantly exploring newplatforms, technologies and ways of engaging customers.

Commercially driven — understands that CRM isultimately about customers, loyalty and profitable growth.

Analyticalbut creative — equally comfortable interpreting customer data and developing compelling campaign ideas.

Independentand hands‑on — takes ownership and can move from concept to execution without excessive supervision.

Collaborative — able to bridge the different perspectives ofMarketing, Analytics and IT.

Experiment-oriented — willing to test, learn, adapt and continuouslyimprove.

Key Success Measures

Success in the role will be measured through:

• Growth in customer engagement and active CRM customers


• Campaign conversion and revenue contribution


• Customer retention and reactivation


• Customer frequency and lifetime value


• Growth in email and social engagement


• Effectiveness of customer segmentation and personalisation


• Campaign ROI and continuous improvement in performance


• Speed and quality of campaign execution


• Successful adoption and utilisation of CRM and marketing technology

The Opportunity

This is an opportunity for a high-energy CRMprofessional to play a pivotal role in building the next generation of customerengagement for a major multi-brand retailer.

The successful candidate will have considerablescope to shape CRM strategy, experiment with new technologies and social mediaplatforms, and build increasingly sophisticated, data-driven relationshipsbetween the Group's brands and their customers.