CRM Manager

Kuala Lumpur
Permanent
Full-time

2 months ago
Apply easily

About usLove, Bonito is a digital-first company on a mission to empower the everyday Asian woman and inspire self-confidence. We are Southeast Asia’s leading womenswear brand, headquartered in Singapore, with an omnichannel presence across Hong Kong SAR China, Indonesia, Malaysia and a retail franchise in Cambodia. In addition, we have also expanded into international markets namely the Philippines and the United States of America.Founded in 2010, we are proudly female-founded with more than 65% female representation in leadership roles (#girlpower!). We raised a US$50M Series C round in 2021 and know that we’re on the cusp of something great, where we’re working towards becoming the most thoughtful brand globally, for the Asian female consumer, especially when it comes to our products, community and experiences.There’s a lot more work to be done with all of our exciting plans. So we’re looking to team up with people who are wildly passionate about making an impact and be part of a dynamic team, in a workplace with no corporate BS (yes, you read that right!).The roleWe’re seeking a customer-obsessed, data-savvy, and commercially-minded CRM & Loyalty Manager / Senior Manager to lead our customer and loyalty CRM strategy. This role isn’t about sending emails - it’s about shaping how we use data, storytelling, and tech to drive engagement, retention, and love for our brand.Reporting to the Director of Marketing, you’ll play a key role in driving customer engagement, retention, and loyalty through data-driven campaigns, platform optimization, and cross-functional collaboration. You’ll also work closely with leadership to evolve how we think about customers, blending business goals with brand building and deep customer insight.You’ll bring our loyalty program (LBCommunity) to life by leveraging customer insights to create exciting perks, irresistible rewards, and memorable experiences that keep customers coming back and bringing new ones into the fold.If you love translating data into meaning, connecting customer strategy to business outcomes, and scaling programs that people actually enjoy, this might be your next move!You should have / be:

Customer-obsessed, with a passion for creating impactful, brand-building experiences
Experience managing a loyalty or membership programme in retail or e-commerce
Hands-on experience with CRM platforms, marketing automation, and segmentation tools
Analytical to interpret data, generate insights, optimise performance, and drive measurable impact
Strong commercial instincts - you know how to connect engagement to revenue
Experience managing vendors and evaluating marketing tech tools
A strong collaborator and effective communicator, with experience influencing at leadership level
Past experience in managing a team

Main ResponsibilitiesCRM & Loyalty Strategy

Develop the strategy and lead execution of the CRM and Loyalty strategy across channels (e.g. lifecycle email, Whatsapp)
Stay updated on martech trends to continuously improve CRM strategy, tools, and execution.
Analyse customer data and campaign performance to uncover insights, improve targeting, and optimise communications.
Manage CRM vendor partnerships and lead platform evaluations (e.g. CDP and CEP) that powers advanced segmentation & automation.

Customer Insights

Leverage customer insights to drive program enhancements that increase engagement, retention, and lifetime value.
Strengthen customer insight capabilities through tools like surveys and focus groups to better inform customer strategies across the company.

Team Leadership

Own overall CRM KPIs, including new customer acquisition, retention, and engagement.
Lead and coach the CRM team, managing performance, goal setting, and capability development.
Manage the CRM team’s budget planning, ensuring resource allocation aligns with strategic priorities.

RequirementsQualifications & Experience

Bachelor’s degree in Marketing, Business or a related field.
Min. 6-8+ years of experience in a CRM role, preferably in retail or e-commerce.
With proven experience leading a team
Candidates with SQL capabilities will have an added advantage

Benefits1. Flexible Work Arrangement

Work from anywhere!
Remote work according to HQ operating hours

2. Staff Wellness

Comprehensive corporate insurance (Fully covered visits at our panel clinics, Dental coverage, Maternity reimbursement)

3. Learning and Career Development

Learning and development (i.e. subscription plans to best-in-class resources, personal development fund etc)
Dedicated leadership training for those of managerial responsibilities
Friday pm off for learning

4. #TeamLB perks

Generous staff discount off LB products
Corporate partnerships with a variety of companies
Employee driven peer-to-peer recognition platform to honour and celebrate everyday achievements
Internal Referral programme

Love, Bonito