Customer Relationship Manager (CRM)

About the role

The Customer Relationship Manager (CRM) will lead the development and execution of the company's CRM and loyalty strategy across F&B outlets, driving customer engagement, retention, and lifetime value. This role owns the end-to-end CRM function — from strategy and campaign planning to team leadership, data-driven decision-making, and cross-functional collaboration with marketing, operations, and technology teams.

Key responsibilities

• Own and drive the CRM and loyalty programme strategy in alignment with overall business and brand objectives
• Develop the annual CRM roadmap, including customer lifecycle programmes (onboarding, retention, win-back, upsell/cross-sell)
• Lead, mentor, and manage the CRM/loyalty executive(s) and coordinate with agencies or vendors as needed
• Partner with senior management to align CRM initiatives with revenue and customer growth targets
• Oversee the integrity, accuracy, and growth of the customer database across all outlets and channels
• Develop advanced customer segmentation models based on behaviour, spend, frequency, and preferences
• Ensure compliance with data privacy regulations (e.g., PDPA) in all CRM activities
• Plan and oversee multi-channel campaigns (email, SMS, WhatsApp, push notifications, in-app) that deliver personalised, timely, and relevant customer communications
• Track and analyse CRM KPIs, including acquisition, retention, churn, redemption rates, and campaign ROI
• Work closely with IT/technical teams to enhance and maintain CRM platforms and tools

Requirements

• Degree in Marketing, Business, or a related field
• Minimum 3–6 years of experience in CRM, loyalty programmes, or data-driven marketing, with at least 1–2 years in a leadership or managerial capacity
• Prior experience in the F&B, retail, or hospitality industry is highly preferred
• Proven track record of developing and executing successful CRM/loyalty strategies
• Strong understanding of customer segmentation, lifecycle marketing, and customer journey mapping
• Strong leadership and team management skills
• Excellent communication, stakeholder management, and content development abilities
• Highly analytical, detail-oriented, and comfortable working with data to drive decisions
• Strategic mindset with strong hands-on execution capability
• Proactive, adaptable, and able to thrive in a fast-paced, multi-outlet F&B environment