Head of CRM - Loyalty & Referral
No salary listed
Expert
Bachelor's, Master's
Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
In PersonTravel across regional markets, including Malaysia, Singapore, Indonesia, and the Philippines, as applicable.
Growth & MarketingGrowth Marketing
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.
About the company
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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Simplify's Take
What believers are saying
- The March 2026 masterbrand launch strengthens partnerships and refreshes customer acquisition.
- ZALORA’s AI chatbot lifted Singapore and Hong Kong satisfaction 20% year-on-year.
- Grab PayLater on ZALORA reduces checkout friction and expands basket sizes.
What critics are saying
- ZALORA cut 100 Southeast Asian jobs in April 2025, signaling fragile profitability.
- GFG reported H1 2026 revenue down 3.5%, pressuring ZALORA’s growth engine.
- Shopee, Lazada, and fast-fashion rivals compress margins and weaken ZALORA’s category moat.
What makes ZALORA Group unique
- ZALORA launched ‘Got You Looking’ on February 20, 2026, sharpening its masterbrand.
- Its six-market footprint spans Singapore, Malaysia, Hong Kong, Philippines, Indonesia, and Taiwan.
- ZALORA combines fashion retail with omnichannel experiments like The Terminal and 1SS fulfillment.
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Benefits
- Hybrid Work Options