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DFI Retail Group

Asian retailer operating extensive multi-market stores

Head of Customer Experience

Full-TimeUpdated on 10/16/2026
No salary listed
Expert
Bachelor's
Hong Kong
In Person
Customer Experience & SupportCustomer Experience

About the job

Requirements
  • Formal qualifications in Sales, Marketing, Business Management, or a related discipline.
  • A minimum of 10 years of experience in Customer Experience management.
  • At least 10 years of experience leading and developing leaders and teams across multiple Customer Experience disciplines.
  • Experience working in the retail industry, preferably within the home furnishing sector.
  • Proven experience in strategic business planning and execution.
  • Experience driving and managing multi-channel customer experience initiatives.
  • Experience leading change and transformation in a complex business environment.
  • Strong stakeholder management and collaboration skills, with the ability to influence across functions and levels of the organisation.
Responsibilities
  • Responsible for people planning within Customer Experience. Develop business, Service, Operational input and decision making to secure Customer Experience and Business Goals. Develop functional budget, ensure approval, forecasting, follow up and coordination with Commercial Director to secure country goals and functional goals are covered.
  • Act as a member of the Commercial Team and proactively contribute to IKEA business plan, commercial plan and commercial calendar process.
  • Lead the facilitation of a seamless shopping experience across channels, including the managing and integrating YUU rewards programme, to drive customer loyalty and enable extraordinary growth.
  • Secure that the customer is at the centre of all strategies, decisions making, solutions, meeting the customer experience steps.
  • Provide the front line business operations with expertise, so that the customer is taken care of with quality and speed, across all journeys where needed.
  • Follow up and identify continuous improvements to the customer experience journey and CRM engagement strategies, in order to deliver excellent customer satisfaction, and maximize conversion in all touch points.
  • Secure prioritization among key stakeholders for tools/systems, including CRM platforms, loyalty capabilities, and feedback mechanisms, to enable a better customer experience and co-worker experience.
  • Provide input to key stakeholders to feed business plan and market input.
  • Lead, coach and develop a competent and high performing Customer Experience team that will strongly contribute to reach the common objectives and goals (e.g. growth, profitability, brand positioning, and customer experience). Lead the transformation of the Customer Relations function in the country.
  • Act as matrix reporting to the store Customer Relation teams, supporting store co-workers through coaching and sharing best practices in order to development operations and secure an excellent customer experience.
  • Actively foster the interdependent leadership and active cooperation across all functions and units, within and outside Commercial Team, to secure integration, common focus and maximize impact (for example Marketing, Sales, Digital & eCommerce, Customer Fulfilment, Communications & Interior Design, Business Innovation-IKEA for Business, Sustainability, Finance & Corporate Service, People & Culture).
  • Measure performance of output in all areas to maximize efficiency and effectiveness and ensure performance excellence throughout the year.
  • Take the lead in driving an open and sharing climate, being a role model of the IKEA values where our co-workers are informed, engaged and empowered.
Desired Qualifications
  • Experience working in the home furnishing sector.

About the company

DFI Retail Group is a large Asian retailer operating about 7,580 outlets across 12 markets, with a portfolio across health and beauty, convenience, food, home furnishings and restaurants. It runs extensive store networks and efficient supply chains to deliver everyday consumer goods and services to customers. Its products are sold through its own stores and associated brands, supported by a wide logistics network to ensure availability and value. The group stands out from competitors through its size and scale in Asia, a diversified brand portfolio, a strong parent backing as part of the Jardine Matheson Group, and a strategic focus on providing quality, value and service across multiple everyday categories. Its goal is to Sustainably Serve Asia for Generations with Everyday Moments, aiming to meet daily consumer needs while emphasizing sustainable practices and long-term customer value.

Company Size

5,001-10,000

Company Stage

IPO

Headquarters

Hong Kong

Founded

1886

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Simplify's Take

What believers are saying

  • First-half 2026 profit jumped 44% to US$117 million; guidance rose on 29 July 2026.
  • Digital turned profitable in H1 2026, with eCommerce and media driving 35% growth.
  • GNC begins Singapore rollout in Q4 2026, opening Guardian and standalone store revenue.

What critics are saying

  • Mannings exited mainland China by 15 January 2026, shrinking DFI’s health-beauty footprint.
  • Singapore’s GNC expansion depends on landlord consents after the May 2026 Court ruling.
  • Retail execution now hinges on Scott Price and Kshitij Mulay after repeated leadership turnover.

What makes DFI Retail Group unique

  • DFI spans 7,659 outlets across 12 Asian markets as of 30 June 2026.
  • yuu powers loyalty, retail media, analytics, and eCommerce across DFI’s omni-platform.
  • Guardian-GNC partnership deepens wellness distribution in Hong Kong, Macau, and Singapore.

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Benefits

  • Health Insurance
  • Paid Vacation
  • Paid Holidays
  • Parental Leave
  • Employee Discounts
  • Employee Referral Bonus

Company News

Associated Press
Sep 1st, 2026
DFI Retail Group appoints Kshitij Mulay as group chief digital & yuu rewards officer

DFI Retail Group has appointed Kshitij Mulay as Group Chief Digital & yuu Rewards Officer, effective 17 September 2026. He succeeds Wee Lee Loh, who is returning to Singapore after three years with the company. Mulay joins from Sephora Asia, where he served as Chief Information Officer. He brings over 25 years of international experience in digital, technology and business transformation across consumer and retail organisations, including Sephora and Procter & Gamble. Based in Hong Kong, Mulay will report to Group Chief Executive Scott Price and oversee DFI's Digital, yuu, Retail Analytics and Retail Media portfolios. He will work with Loh during a transition period to ensure continuity. DFI Retail Group operates 7,659 outlets across 12 Asian markets as of 30 June 2026.

PR Newswire
Aug 14th, 2026
GNC and DFI Retail Group partner to expand science-backed health solutions in Singapore

GNC and DFI Retail Group have expanded their strategic partnership to strengthen GNC's presence in Singapore. DFI will serve as GNC's exclusive wholesaler, distributor and franchisee in Hong Kong, Macau and Singapore, building on their two-decade collaboration in Hong Kong. The partnership will re-establish GNC's standalone store presence in Singapore whilst introducing the brand to DFI's Guardian Singapore stores. This follows a May 2026 Singapore Court of Appeal ruling that upheld GNC's rights to assume former store leases. Beginning in Q4 2026, GNC's science-backed wellness products, including vitamins, minerals and sports nutrition, will be available through Guardian stores and GNC's standalone locations. Singapore's dietary supplement market is projected to grow at 9.5% annually from 2025 to 2030, driven by the country's health-conscious and aging population.

Associated Press
Jun 9th, 2026
Number 8 Bio wins DFI Sustainability Innovation Challenge with feed additive cutting cattle methane

DFI Retail Group and The Mills Fabrica have named Australia-based Number 8 Bio as the winner of the DFI Sustainability Innovation Challenge 2026. The company's BetterFeed™, a feed additive that reduces enteric methane from grazing cattle and sheep whilst improving productivity, will be piloted across DFI's regional beef and dairy supply chains. The competition attracted over 40 global submissions from five continents. Number 8 Bio receives a HK$120,000 grant and partnership opportunities with DFI, including pilots with Mengniu Dairy and Charoen Pokphand Foods. Launched in December 2025, the challenge sought solutions to decarbonise beef and dairy supply chains across Asia. Five finalists presented technologies ranging from seaweed-based supplements to AI-enabled monitoring systems at the final pitching event held on 5 June, World Environment Day.

Retail Asia
May 4th, 2023
DFI Retail names new Group chief executive | Retail Asia

DFI Retail Group announced the appointment of Scott Price as Group chief executive to replace Ian McLeod starting on 1 August 2023.

MARKETING-INTERACTIVE
Feb 15th, 2023
DFI Retail Group nabs HK Express' Sally Mok as | Marketing-Interactive

DFI Retail Group has appointed Sally Mok (pictured) as vice president of customer experience for rewards loyalty and eCommerce platform yuu.