CRM & Loyalty Manager / Senior Manager
Key Responsibilities:
1. CRM & Loyalty Strategy
Develop and execute the overall CRM and loyalty strategy and roadmap for MR. DIY Club.
Manage the end-to-end customer lifecycle from acquisition and activation through engagement, retention, growth and win-back.
Identify opportunities and develop strategies to improve member activation, second purchase, purchase frequency, active rate, retention and customer value.
Continuously review and enhance the loyalty proposition, member benefits and engagement mechanics based on customer behaviour and business priorities.
2. Customer Insights & Segmentation
Analyse customer and transactional data to understand member behaviour, trends, opportunities and areas of improvement.
Develop customer segmentation and targeting strategies across different customer lifecycle stages.
Translate customer insights into actionable CRM, marketing and commercial strategies.
Identify high-potential, active, at-risk and lapsed customer segments and develop appropriate engagement strategies.
3. CRM Marketing & Automation
Plan, execute and optimise CRM and loyalty marketing campaigns to drive membership sign-up, activation, engagement, repeat purchase and retention.
Develop automated customer journeys and trigger-based communications across the customer lifecycle.
Work closely with the Marketing team to develop member campaigns, rewards, promotions and engagement initiatives.
Continuously test and optimise campaigns, offers, communication and customer journeys based on performance and customer response.
4. Loyalty Programme Development & Enhancement
Identify and prioritise MR. DIY Club enhancements based on customer needs, data insights and business opportunities.
Work closely with Digital Transformation, IT, developers and vendors to translate business requirements into system and programme enhancements.
Support requirement gathering, testing, implementation and post-launch optimisation of new loyalty features and capabilities.
Continuously improve the overall member experience across app, digital and in-store touchpoints.
5. Performance & Optimisation
Monitor key CRM and loyalty KPIs including membership growth, activation, active rate, second purchase, purchase frequency, member sales, retention, redemption and campaign ROI.
Develop regular performance reports, customer insights and recommendations for management.
Evaluate campaign and programme effectiveness and identify opportunities for improvement.
Establish a Test → Learn → Optimise → Scale approach to continuously improve CRM and customer lifecycle performance.
6. Stakeholder & Programme Management
Collaborate closely with Marketing, Sales, Store Operations, Digital Transformation, IT, E-Commerce, Finance, Customer Service and external vendors to maximise programme effectiveness and integration.
Coordinate cross-functional loyalty initiatives and ensure alignment between customer strategy, marketing execution, system capabilities and store operations.
Work with technology teams and vendors on system development, enhancements and ongoing optimisation.
Support loyalty programme governance, data accuracy, customer service processes and fraud prevention.
Requirements:
Manager: Minimum 5 years of relevant experience in CRM, loyalty, customer lifecycle management or data-driven marketing.
Senior Manager: Preferably 7+ years of relevant experience, with demonstrated ownership of CRM or loyalty strategy.
Strong understanding of customer lifecycle management, loyalty, segmentation, retention and marketing automation.
Proven ability to develop and execute data-driven CRM and loyalty strategies.
Strong analytical and commercial mindset, with the ability to translate customer data and behaviour into actionable strategies.
Experience in planning and executing CRM campaigns, automated customer journeys and customer engagement programmes.
Experience with CRM, loyalty and/or marketing automation platforms.
Experience working with technology teams and external vendors on system development and enhancements.
Strong project management and cross-functional stakeholder management skills.
Strong written, verbal, presentation and communication skills.
Retail, e-commerce, FMCG or consumer business experience is preferred.
Degree in Marketing, Business, Data Analytics or a related discipline.