CRM Development Specialist

Key Responsibilities

1. CRM Strategy & Customer Segmentation

• Develop and execute CRM strategies aligned with business and customer growth objectives.
• Analyze customer profiles, purchasing behavior, preferences, and engagement to identify meaningful customer segments.
• Develop and maintain customer segmentation models based on demographics, behavior, value, needs, and purchase patterns.
• Identify high-value, potential, inactive, and at-risk customers and develop appropriate engagement strategies for each segment.
• Translate customer insights into actionable CRM initiatives and business opportunities.

2. Customer Lifecycle Management

• Develop customer lifecycle strategies covering Acquisition, Activation, Conversion, Retention, Reactivation, and Advocacy.
• Identify key customer touchpoints and opportunities to improve customer engagement throughout the lifecycle.
• Develop personalized communication and engagement strategies based on customer needs and behaviors.
• Design strategies to increase repeat purchases, purchase frequency, average transaction value, and Customer Lifetime Value (CLV).

3. CRM Campaign Development & Execution

• Plan and execute CRM campaigns across relevant channels, including SMS, Email, LINE, Mobile Application, Website, and other digital channels.
• Develop targeted campaigns based on customer segments, purchase behavior, product affinity, and customer lifecycle stages.
• Work with relevant teams to develop campaign content, offers, promotions, and customer journeys.
• Conduct A/B testing and campaign optimization to improve customer engagement and conversion.
• Monitor campaign performance and provide recommendations for continuous improvement.

4. Customer Data & Analytics

• Analyze customer data to identify trends, opportunities, and potential business risks.
• Develop customer insights using key CRM metrics such as Customer Retention Rate, Repeat Purchase Rate, Purchase Frequency, Customer Lifetime Value, Conversion Rate, Churn Rate, and Campaign ROI.
• Develop and maintain CRM dashboards and performance reports.
• Use data and analytics to support decision-making and improve CRM effectiveness.
• Collaborate with Data/IT teams to improve data quality, customer data integration, and CRM capabilities.

5. Customer Engagement & Personalization

• Develop personalized customer experiences based on customer profiles, preferences, and behaviors.
• Identify opportunities for cross-selling and up-selling through customer insights.
• Develop loyalty and retention initiatives to strengthen customer relationships.
• Explore new CRM tools, technologies, and customer engagement trends to enhance CRM capabilities.

6. Cross-functional Collaboration

• Work closely with Marketing, E-Commerce, Merchandising, Sales, Digital, IT/Data, and Store Operations teams to develop integrated CRM initiatives.
• Coordinate with internal and external partners to ensure successful campaign execution.
• Present CRM insights, campaign results, and recommendations to relevant stakeholders.

Qualifications

• Bachelor’s degree or higher in Marketing, Business Administration, Statistics, Data Analytics, Economics, Information Technology, or related fields.
• 2–5 years of experience in CRM, Customer Analytics, Digital Marketing, Loyalty, Customer Marketing, or related fields.
• Experience in Retail, E-Commerce, FMCG, Banking, Telecommunications, or other customer-centric businesses is preferred.
• Strong understanding of Customer Segmentation, Customer Lifecycle Management, CRM Campaigns, and Customer Analytics.
• Strong analytical and problem-solving skills with the ability to translate data into actionable business insights.
• Experience with CRM platforms, customer databases, marketing automation, or CDP is an advantage.
• Proficiency in Microsoft Excel and PowerPoint; experience with Power BI, SQL, Tableau, or other analytics tools is an advantage.
• Good understanding of digital customer journeys and omnichannel customer engagement.
• Strong communication, presentation, project management, and stakeholder management skills.
• Proactive, detail-oriented, and commercially minded with a strong customer-centric mindset.