About the Role

Develop and execute CRM strategies across the customer lifecycle, from acquisition, activation, engagement, retention, reactivation, to win-back. Build customer lifecycle and segmentation frameworks based on behavior, frequency, spending, preferences, and engagement.

Responsibilities

Identify customer opportunities and pain points through behavioral and transactional data.
Develop strategies to move customers from first purchase → repeat purchase → loyal customer → brand advocate.
Partner with Brand and Commercial teams to ensure CRM supports overall business and brand objectives.
Familiar with Clevertab / insiderone (or any similar one) to monitor performance.
Manage and continuously improve the brand's loyalty program, ensuring it delivers meaningful value to customers and measurable business impact.
Develop loyalty mechanics, rewards, benefits, tiers, missions, and engagement initiatives and initiate gamification along with the product team.
Analyze loyalty member performance, including enrollment, active members, frequency, retention, redemption, and contribution to sales.
Identify opportunities to increase member penetration and customer lifetime value.
Develop actionable customer segments based on RFM (BTYD alike), purchase behavior, demographics, preferences, and engagement.
Create personalized offers, content, and communication journeys for different customer segments.
Work with relevant teams to develop next-best-action / next-best-offer opportunities.
Continuously test personalization strategies to improve conversion and engagement.
Plan and execute CRM campaigns across relevant channels, including app, push notification, email, SMS, WhatsApp, and other owned channels.
Develop campaign briefs, audience targeting, communication calendars, and campaign mechanics.
Ensure CRM communications are aligned with brand tone, customer needs, and commercial objectives.
Coordinate with Creative, Brand, Digital, and Technology teams to deliver campaigns effectively.
Analyze customer and transaction data to identify behavioral trends, opportunities, and risks.
Build regular CRM performance reports and dashboards.
Track key metrics such as: (GMV, Customer Retention Rate, Repeat Purchase Rate, Purchase Frequency, Active Loyalty Members, CRM Conversion Rate, etc).
Translate data into clear business recommendations and actions.

Qualifications

Bachelor's degree in Marketing, Business, Communications, Data Analytics, or related field.
Minimum 3–5 years of experience in CRM, Loyalty, Digital Marketing, Customer Experience, or related fields.
Experience in F&B is preferable, Retail, E-commerce, or Consumer/Tech companies.
Strong understanding of customer lifecycle, segmentation, loyalty, and retention marketing.
Comfortable working with customer and transactional data.
Strong analytical and problem-solving skills.
Experience working with CRM, CDP, loyalty, marketing automation, or customer engagement platforms.
Strong communication skills with a balance of strategic thinking and execution.

CRM & Loyalty Supervisor