Customer Relations Executive

TWG Tea Company; Singapore; On-site; SGD 48,000 - 68,000; Full time

Job summary

TWG Tea in Singapore is seeking a CRM Specialist to manage customer interactions across channels, analyze data, and drive loyalty programs. The role requires bilingual English and Chinese communication, experience with CRM platforms and marketing automation, and collaboration with internal teams to resolve issues.

You will maintain data accuracy in CRM, execute lifecycle campaigns, and support customer journeys from acquisition to retention, helping to elevate the MyTWG program and overall

Qualifications

• Diploma or Degree in Marketing, Business, Communications or related discipline.
• Experience with CRM platforms or marketing automation is a plus.
• Strong analytical and data interpretation skills.
• Excellent presentation and bilingual English/Chinese communication.

Responsibilities

• Manage day-to-day customer interactions across all channels with timely, professional responses.
• Identify customer needs and coordinate with internal teams to resolve escalated issues.
• Monitor feedback and build strong relationships to improve loyalty and satisfaction.
• Maintain CRM data accuracy and update customer information regularly.
• Implement lifecycle activities including acquisition, onboarding, engagement, reactivation and retention.
• Segment customers and execute automated journeys across email, SMS, WhatsApp, website and events.
• Promote MyTWG membership programme and share knowledge with HQ and global teams.
• Train partners and stakeholders to maximise CRM efficiency through targeted processes.
• Perform end-to-end testing on platforms to ensure integrations work seamlessly.
• Prepare reports on feedback, CRM activities and customer trends; analyze campaign performance.

Skills

CRM experience

Marketing automation

Analytical skills

Communication skills

English & Chinese

Education

Diploma or degree in Marketing/Business/Communications

Tools

CRM platforms

MS Office

Google Workspace

Job description

TWG Tea was established in Singapore in celebration of the island’s great history as a trading post for fine teas. TWG Tea is a luxury concept that incorporates an international distribution network to professionals, unique and original retail outlets and exquisite tea rooms. A veritable tea institution, TWG Tea is passionate about sharing their expertise and has become a point of reference for tea lovers thirsty for knowledge.

TWG Tea tasters travel thousands of miles across the globe every year, sampling hundreds of teas in search of the most desirable harvests direct from source gardens. Offering over 800 single estate fine harvest teas and exclusive blends, as well as tea patisseries and other tea infused delicacies, TWG Tea is internationally recognized as a veritable innovator with the creation every season of new varieties of tea in collaboration with the world’s most renowned estates.

The TWG Tea team shapes the aesthetic image underpinning all the brand’s products, constantly updating the notion of TWG Tea even as they respect the elegance and beauty of the tea traditions of the world on which it is based, now spiced with a touch of sensuality and originality.

TWGTea.com

Responsibilities:

Customer Relationship Management

• Manage day-to-day customer interactions across all channels, responding to inquiries, feedback, and complaints in a timely, professional manner.
• Identify customer needs and to provide brand-aligned solutions, while efficiently coordinating with internal teams to resolve escalated issues.
• Monitor customer feedback and reviews, build strong relationships with customers and identify opportunities to improve customer satisfaction and loyalty.
• Maintain and update customer information and ensure data accuracy within CRM systems.
• Implement customer lifecycle activities including acquisition, onboarding, engagement, reactivation and retention.
• Responsible for customer segmentation, targeting and the execution of automated customer journeys and CRM campaigns across email, SMS, WhatsApp, website, events and other customer touchpoints.
• Be an advocate for MyTWG membership programme and contribute to knowledge sharing at HQ and globally.
• Empower partners and stakeholders to maximize CRM efficiency through targeted process training.
• Perform end to end testing on platforms to ensure integrations are working seamlessly.

Reporting & Analysis

• Prepare regular reports and summaries on customer feedback, CRM activities and customer trends.
• Analyse campaign performance and provide insights to improve customer engagement and loyalty.
• Identify stakeholders pain points and delivering recommended improvements to processes, communications and digital experiences.

Requirements:

• Diploma or Degree in Marketing, Business, Communications, Customer Experience or a related discipline.
• Experience with customer relations management platforms, marketing automation tools or in customer service would be a plus.
• Good analytical skills with the ability to interpret customer and campaign data.
• Proficient in Microsoft Office Applications and Google Workspace
• Excellent presentation and communication skills with strong command of both English and Chinese.
• Extremely meticulous, possesses a customer-centric mindset and strong problem-solving skills who is able to work independently in a dynamic and fast-paced environment
• Interest and appreciation of tea, luxury retail a plus