Senior CRM Manager

1 day ago

Petaling Jaya, Selangor, Malaysia The Oriental Group of Restaurants Full time 120,000 - 240,000 per year

As the CRM Manager for Oriental Group's Cuisine Club (OCC), you will be the strategic and operational lead for our customer relationship initiatives, driving engagement, loyalty, and lifetime value across all touchpoints. You will design, manage, and optimize the Cuisine Club membership experience — from onboarding and tier benefits to data-driven campaigns that strengthen guest relationships and reflect Oriental Group's premium brand values.

Job Description:

  • Strategy & Program Development

·  Lead the end-to-end development and refinement of the Cuisine Club loyalty program.

·  Define customer segments and loyalty tiers, benefits structure, and engagement calendar.

·  Work closely with F&B operations, marketing, and tech to align program with brand goals.

  • CRM Campaign Management

·  Plan and execute personalized campaigns across email, SMS, social, and in-app platforms.

·  Monitor customer journey touchpoints to improve retention and engagement.

·  Create automation flows for birthday rewards, exclusive invites, lapsed diners, etc.

  • Data & Insights

·  Oversee CRM platform, database management, and integration with POS and reservation systems.

·  Use analytics to uncover guest behaviors, preferences, and opportunities for upsell/cross-sell.

·  Produce monthly dashboards and campaign performance reports for stakeholders.

  • Member Experience & Communications

·  Curate exclusive offers, dining experiences, and VIP events for Cuisine Club members.

·  Ensure consistent and premium communication tone and design, reflecting Oriental's brand.

·  Manage member queries, feedback, and escalation in collaboration with customer service.

Requirements:

·  Bachelor's degree in Marketing, Business, or related field.

·  4–6 years of experience in CRM, loyalty, or customer engagement roles (F&B or hospitality preferred).

·  Strong knowledge of CRM tools (e.g. Advocado, Ascentis, or similar platforms).

·  Data-driven mindset with experience in segmentation, reporting, and ROI tracking.

·  Creative and strategic thinker with an eye for branding and guest experience.

·  Excellent written and verbal communication skills (English, Cantonese, and Mandarin a plus).

·  Collaborative and proactive — comfortable working across departments.

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