Assistant Manager - Customer Relations Management

Job Description

Responsible

• Lead the planning and execution of CRM and loyalty strategies that drive customer acquisition, engagement, retention, and lifetime value.
• Manage the end-to-end loyalty programme experience, including membership growth, tier benefits, rewards, and customer lifecycle initiatives.
• Develop customer segmentation strategies and oversee targeted, personalised campaigns across multiple channels.
• Monitor customer behaviour, loyalty performance, campaign effectiveness, and engagement metrics to identify opportunities for improvement.
• Ensure CRM platform functionality, customer data integrity, reporting accuracy, and governance compliance.
• Collaborate with Brand & Content and Events & Partnerships teams to integrate customer insights into marketing campaigns and activations.
• Manage CRM-related vendors, platform providers, and external partners to deliver agreed business outcomes.
• Drive customer research, feedback collection, and insight generation to inform marketing and commercial decisions.
• Oversee CRM budget utilisation, campaign investments, and ROI tracking.
• Provide leadership, coaching, and execution oversight for CRM executives and external partners supporting the division.

Accountable

• Fully accountable for MyTOWN's CRM and loyalty strategy, ensuring alignment with business objectives and customer experience goals.
• Owns decision-making relating to customer segmentation, loyalty mechanics, customer engagement programmes, and CRM campaign priorities.
• Responsible for CRM investment prioritisation, budget allocation, and resource planning within the division.
• Owns customer acquisition, retention, engagement, membership growth, and loyalty performance outcomes against agreed KPIs.
• Accountable for setting direction, defining priorities, and establishing success measures for the CRM division.

Contribute

• Provide customer insights, audience behaviour analysis, and campaign performance data to support Brand & Content planning and optimisation.
• Support Events & Partnerships with customer targeting recommendations, engagement mechanics, and post-event customer analysis.
• Share CRM best practices, loyalty trends, and customer journey insights across the Marketing team.
• Advise stakeholders on customer experience improvements, personalisation opportunities, and retention strategies.
• Collaborate with IKEA stakeholders to strengthen customer engagement, destination positioning, and commercial outcomes.

Qualifications

Motivation

• Customer-Centricity: Passionate about understanding customer needs and creating meaningful experiences that build long-term loyalty.
• Data-Driven Thinking: Motivated by using customer data, insights, and analytics to influence strategy and improve performance.
• Continuous Improvement: Energised to challenge existing approaches and identify opportunities to enhance customer engagement and retention.
• Commercial Impact: Driven by delivering measurable business results through customer growth, retention, and increased lifetime value.
• Customer Experience Excellence: Passionate about creating seamless, rewarding, and personalised customer journeys across all touchpoints.

Knowledge

• Experience: Minimum 6 years of CRM, loyalty, marketing, customer analytics, or customer experience management experience.
• CRM & Loyalty Strategy: Strong understanding of loyalty programmes, customer lifecycle management, retention strategies, and engagement frameworks.
• Customer Data & Analytics: Advanced knowledge of segmentation, customer profiling, behavioural analysis, campaign measurement, and performance reporting.
• Marketing Mix: Strong understanding of CRM, digital marketing, customer experience, and omnichannel engagement strategies.
• Financials & Budgeting: Strong understanding of financial planning, budgeting, campaign investment, and ROI analysis.
• Retail & Shopper Landscape: Knowledgeable in retail dynamics, shopper behaviour, loyalty drivers, and customer engagement trends.
• Project & Stakeholder Management: High expertise in managing cross-functional campaigns, vendors, platform providers, and stakeholder relationships.
• Technology & CRM Platforms: Knowledge of CRM systems, loyalty platforms, marketing automation tools, and customer databases.
• Language: Fluent in English and Bahasa Malaysia with strong verbal, written, presentation, and public speaking skills.
• Qualifications: Minimum Bachelor's Degree in Marketing, Business, Analytics, Communications, Customer Experience, or related disciplines.

Additional Information

Capabilities:

• Leadership by Example: Creates an atmosphere that inspires the events team, acts as a role model for MyTOWN values, and takes responsibility for the division's outcomes.
• Strategic Prioritization: Highly capable of setting clear directions, defining success metrics, and deciding where to invest resources effectively.
• Teamwork & Togetherness: Promotes collaboration, especially with Brand & Content and CRM, to ensure seamless cross-functional campaign execution.
• Passion & Commitment: Enthusiastic and result-driven, following through on commitments and adapting quickly to changing on-ground circumstances.
• Problem Solving: Offers relevant, creative solutions to meet customer and tenant needs while managing dilemmas using MyTOWN values.
• Common Sense & Simplicity: Communicates clearly with vendors and partners, ensuring complex event logistics are implemented effectively.
• Daring to be Different: Thinks out-of-the-box for event concepts, continuously experimenting with new experiential ideas with courage.
• Empowerment: Effectively delegates responsibilities to the Senior Executive and Executive, providing them with the resources needed to accomplish logistical tasks.
• Integrity: Accountable and honest, establishing trust with strategic partners and tenants.
• Data-Driven Action: Uses post-event performance data to monitor success and acts on these results for future planning.