CRM & Loyalty Supervisor

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.