ZALORA Group

Online fashion marketplace in Southeast Asia

Head of CRM - Loyalty & Referral

Growth MarketingConfirmed live in the last 24 hours

Full-timeKuala Lumpur, Federal Territory of Kuala Lumpur, MalaysiaNo salary listed

About the Job

Requirements

A Bachelor's or Master's degree in Marketing, Business, or a related discipline is required.
Significant experience in loyalty, CRM, or customer retention marketing is required, ideally with regional exposure and/or e-commerce experience.
Demonstrated experience managing loyalty or membership programmes across multiple markets or jurisdictions in South East Asia is required.
Experience designing and executing lifecycle marketing campaigns and customer segmentation strategies is required.
A strong understanding of loyalty programme mechanics, rewards structures, and customer retention principles is required.
Experience with CRM platforms, loyalty technology, and data analytics tools is required.
Ability to lead process improvement, partnership development, and loyalty programme initiatives across the organisation is required.
Ability to manage, coach, and develop teams in a fast-paced, cross-functional, and matrixed environment is required.
Excellent written, verbal, presentation, and executive communication skills are required.
Strong analytical, project management, time management, and stakeholder-management skills are required.
Ability to operate independently while maintaining strong oversight of programme performance, with strong attention to detail, is required.
Willingness and ability to travel and work across regional markets, including Malaysia, Singapore, Indonesia, and the Philippines, as applicable to the role scope, is required.

Responsibilities

Own the regional loyalty programme strategy, including tiering, rewards structures, and benefits design, to drive member acquisition and retention.
Define and track loyalty programme key performance indicators, including member growth, engagement rates, redemption rates, and programme profitability.
Continuously evaluate and refine the loyalty value proposition to remain competitive within the regional e-commerce and fashion landscape.
Partner with relevant Marketing teams to design and execute lifecycle marketing campaigns that increase member engagement and repeat purchase behaviour.
Use customer data and segmentation to personalise loyalty communications, offers, and rewards across the member base.
Analyse member behaviour and purchase patterns to identify opportunities for retention and cross-sell initiatives.
Own the design, mechanics, and performance of ZALORA's regional referral programme, including incentive structures for both referrer and referee.
Define and track referral programme key performance indicators, including referral conversion rate, cost per acquisition via referral, and programme fraud or abuse rate.
Integrate referral mechanics with the loyalty and CRM ecosystem to maximise cross-programme synergies and avoid incentive overlap or cannibalisation.
Identify, negotiate, and manage strategic partnerships with brands and third parties to expand the loyalty rewards ecosystem.
Collaborate with the Commercial and Category teams to align loyalty rewards with broader business and promotional strategies.
Work with Data and Tech teams to maintain and enhance the loyalty platform, ensuring a seamless member experience.
Analyse and report on loyalty programme performance regularly, including variance analysis and commentary for senior stakeholders.
Drive process improvements and technology enhancements to improve loyalty programme efficiency and member experience.
Lead, coach, and develop the regional loyalty team across South East Asia through clear objectives, regular check-ins, capability building, hiring, onboarding, training, and development planning.
Provide regular executive updates and leadership communication to the CMO and senior management on loyalty programme performance, member insights, and key strategic initiatives across markets.

RESPONSIBILITIES:

Loyalty Strategy & Programme Management

Own the regional loyalty programme strategy, including tiering, rewards structures, and benefits design, to drive member acquisition and retention.
Define and track loyalty programme KPIs, including member growth, engagement rates, redemption rates, and programme profitability.
Continuously evaluate and refine the loyalty value proposition to remain competitive within the regional e-commerce and fashion landscape.

CRM & Lifecycle Marketing

Partner with the relevant Marketing teams to design and execute lifecycle marketing campaigns that increase member engagement and repeat purchase behaviour.
Use customer data and segmentation to personalise loyalty communications, offers, and rewards across the member base.
Analyse member behaviour and purchase patterns to identify opportunities for retention and cross-sell initiatives.

Referral Programme

Own the design, mechanics, and performance of ZALORA's regional referral (member-get-member) programme, including incentive structures for both referrer and referee.
Define and track referral programme KPIs, including referral conversion rate, cost per acquisition via referral, and programme fraud/abuse rate.
Integrate referral mechanics with the loyalty and CRM ecosystem to maximise cross-programme synergies and avoid incentive overlap or cannibalisation.

Partnerships & Rewards

Identify, negotiate, and manage strategic partnerships with brands and third parties to expand the loyalty rewards ecosystem.
Collaborate with the Commercial and Category teams to align loyalty rewards with broader business and promotional strategies.

Data, Reporting & Technology

Work with Data and Tech teams to maintain and enhance the loyalty platform, ensuring a seamless member experience.
Analyse and report on loyalty programme performance on a regular basis, including variance analysis and commentary for senior stakeholders.
Drive process improvements and technology enhancements to improve loyalty programme efficiency and member experience.

People Leadership & Executive Communication

Lead, coach, and develop the regional loyalty team across South East Asia through clear objectives, regular check-ins, capability building, hiring, onboarding, training, and development planning.
Provide regular executive updates and leadership communication to the CMO and senior management on loyalty programme performance, member insights, and key strategic initiatives across markets

REQUIREMENTS:

Bachelor's or Master's degree in Marketing, Business, or a related discipline.
Significant experience in loyalty, CRM, or customer retention marketing, ideally with regional exposure and/or e-commerce experience.
Demonstrated experience managing loyalty or membership programmes across multiple markets or jurisdictions in South East Asia.
Experience designing and executing lifecycle marketing campaigns and customer segmentation strategies.
Strong understanding of loyalty programme mechanics, rewards structures, and customer retention principles.
Experience with CRM platforms, loyalty technology, and data analytics tools.
Able to lead process improvement, partnership development, and loyalty programme initiatives across the organisation.
Able to manage, coach, and develop teams in a fast-paced, cross-functional, and matrixed environment.
Excellent written, verbal, presentation, and executive communication skills.
Strong analytical, project management, time management, and stakeholder-management skills.
Self-starter with strong attention to detail and the ability to operate independently while maintaining strong oversight of programme performance.
Willingness and ability to travel and work across regional markets, including Malaysia, Singapore, Indonesia, and the Philippines, as applicable to the role scope.

The ZALORA Story

Founded in 2012, ZALORA is Asia's online fashion destination, operating in Singapore, Indonesia, Malaysia, the Philippines, and Hong Kong. As part of the Global Fashion Group, a world leader in online fashion for emerging markets, ZALORA provides an extensive selection of international and local brands. Our offerings span apparel, shoes, accessories, and beauty categories for both men and women. We enhance the online shopping experience with features like up to 30-day free returns, speedy deliveries (as fast as 3 hours), free delivery over a certain spend, and multiple payment methods, making ZALORA the ultimate online destination for endless fashion possibilities.

ZALORA is not obligated to accept resumes from any third parties on behalf of potential candidates for any position (advertised or otherwise) by any means, unless ZALORA has executed a written agreement with such third party and has expressly requested such third party for candidate referrals. Third parties who provide unsolicited resumes of candidate(s) shall waive and forfeit all rights to claim for any placement fees or referral fees in the event that such candidate is eventually engaged or employed by ZALORA or Global Fashion Group.

About the Company

ZALORA Group

Online fashion marketplace in Southeast Asia

Zalora is an online fashion retailer in Southeast Asia that uses a marketplace model to offer a large product range from local and international brands. It earns revenue by taking a commission on each sale of items like clothing, footwear, accessories, and beauty products, without holding significant inventory. The platform competes by focusing on fashion and lifestyle, curating over 50,000 items and providing features such as trend updates and style edits to help shoppers discover products. By targeting young, tech-savvy consumers and niche markets (e.g., modest wear, plus sizes) and running promotions for first-time subscribers, Zalora aims to attract and retain customers in a competitive e-commerce space.

Company size: 1,001-5,000
Company stage: Growth Equity (Venture Capital)
Total funding: $58.6M
Headquarters: Singapore, Singapore
Founded: 2012

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