Marketing Manager

As the Marketing Manager (CRM & Partnerships), you will play a key role in driving initiatives that build customer loyalty, improve retention, and grow customer lifetime value across a portfolio of consumer brands. You will lead CRM strategies, enhance loyalty programmes, and develop meaningful partnerships that strengthen brand engagement and customer connection across both Malaysia and Singapore.

Key Responsibilities:

CRM & Loyalty Management

• Lead the development and implementation of CRM and loyalty strategies to drive retention, repeat purchases, and membership growth across both online and offline channels.
• Oversee the loyalty programme framework, including customer segmentation, reward mechanics, benefit structure, and end-to-end member journey enhancement.
• Plan, execute, and optimise CRM campaigns (email, SMS, app, push notifications) to maximise engagement and customer lifetime value.
• Integrate data from e-commerce and retail touchpoints to build a unified customer view that supports personalisation and lifecycle marketing.
• Analyse customer behaviour and campaign performance to derive insights, recommend improvements, and support data-driven decision-making.
• Partner with retail and e-commerce operations to improve CRM enrolment, POS and platform integration, and customer data capture processes.
• Ensure all CRM activities comply with local data protection regulations (e.g., PDPA) and internal data governance policies, maintaining customer trust and data integrity.

Partnerships & Collaborations

• Identify, evaluate, and develop brand, corporate, affiliate, and community partnerships (e.g., banks, e-wallets, or lifestyle platforms) that strengthen brand positioning and broaden customer value offerings.
• Manage end-to-end partnership planning and execution, including proposal development, negotiation, activation, campaign rollout, and performance tracking.
• Oversee affiliate marketing initiatives to drive new customer acquisition and incremental sales through external platforms and partner ecosystems.
• Build and maintain long-term relationships with partners, vendors, and collaborators to maximise partnership potential and growth opportunities.

Content, Collaboration & Campaign Alignment

• Work closely with brand marketing, e-commerce, and operations teams to ensure CRM communications and campaign messaging are aligned across all touchpoints.
• Oversee CRM content planning to ensure clarity, consistency, and relevancy.
• Support integrated marketing campaigns by aligning CRM and partnership activities with brand calendars, seasonal initiatives, and retail moments.
• Continuously track CRM innovations, retail market shifts, and regulatory changes to strengthen our approach and maintain long-term programme relevance.
• Guide and coordinate with junior marketing team members to support CRM and partnership-related content and campaign execution.

Qualifications:

• Degree in Marketing, Business, Communications, or related field.
• 3 to 5 years' experience in CRM, lifecycle marketing, loyalty, or partnership marketing, preferably within F&B, retail, lifestyle, or hospitality brands.
• Strong understanding of CRM tools, customer segmentation, and campaign management.
• Good analytical capability with working knowledge of Power BI (or other BI tools)
• Experience in affiliate or partnership marketing is an advantage.
• Experience working with the Singapore market or consumers is a plus.
• Strong communication and stakeholder management skills.
• Able to work independently and in a team, in a fast-paced environment.
• Proficient in English; Mandarin or Bahasa Malaysia is an added advantage.
• Creative, data-driven, and proactive in identifying growth opportunities.