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Head of CRM / Senior Manager
Location: Singapore
Full Time

As the head of CRM, you will be an integral part of the Charles and Keith, contributing to increased customer value, brand strength, and sales growth. Your primary responsibility is to ensure a robust customer insight-driven CRM, Loyalty and Omni-Channel function. By aligning with cross-functional goals, you will drive omni-channel sales performance, customer centricity, and growth in customer base and lifetime value. Additionally, you will lead the Loyalty program and support CRM activation in collaboration with the Marketing and Business teams of the organization.


Develop and execute CRM and loyalty program strategies:

  • Design and implement comprehensive CRM strategies aligned with business goals and objectives.
  • Develop customer segmentation models to identify target groups and personalize communication efforts.
  • Implement CRM campaigns across various channels (email, SMS, social media, etc.) to drive customer engagement, retention, and loyalty.
  • Utilize marketing automation tools to streamline and optimize CRM processes.
  • Design and implement a customer loyalty program aligned with business objectives and customer needs.
  • Develop a clear value proposition and benefits structure to incentivize customer participation and engagement.
  • Establish program rules, tiers, and rewards system to drive customer loyalty and retention.
  • Implement promotional campaigns to drive customer enrollment and ongoing participation in the loyalty program.

Implement targeted communication strategies and execute loyalty marketing campaigns:

  • Develop and execute personalized communication campaigns to nurture customer relationships throughout the customer journey.
  • Create compelling content and messaging aligned with customer segments and preferences.
  • Collaborate with cross-functional teams to ensure a seamless and rewarding customer experience across touchpoints.
  • Continuously evaluate and improve loyalty program processes, procedures, and communications.
  • Leverage customer feedback and insights to identify areas for improvement and implement necessary changes.
  • Develop and manage customer loyalty programs, including rewards, incentives, and exclusive offers.
  • Identify opportunities to enhance customer retention and reduce churn through targeted initiatives.
  • Implement customer win-back campaigns and strategies to re-engage inactive customers.
  • Develop and execute targeted marketing campaigns to promote the loyalty program and engage members.
  • Create compelling and personalized loyalty program communications, including email campaigns, in-app messaging, and targeted offers.
  • Collaborate with the marketing team to align loyalty program campaigns with overall marketing initiatives.
  • Utilize customer segmentation and data insights to tailor loyalty program communications and offers.

CRM Project and system Management :

  • Develop project plans, including scope, objectives, deliverables, and timelines for CRM initiatives.
  • Coordinate cross-functional teams to ensure successful project execution.
  • Monitor project progress, identify risks or issues, and take necessary actions to keep projects on track.
  • Conduct regular project meetings and communicate milestones to stakeholders.
  • Collaborate with IT teams to evaluate and implement CRM systems.
  • Coordinate CRM system integration with other business systems.
  • Ensure data requirements and oversee data migration processes.
  • Customize CRM systems to meet specific business needs.

User Training and Support:

  • Develop and deliver training programs to educate users on CRM system functionalities and best practices.
  • Provide ongoing user support, addressing inquiries, troubleshooting issues, and promoting user adoption.
  • Collaborate with internal stakeholders to develop and maintain CRM system documentation, user guides, and training materials.

Analyze customer data, program performance and drive insights:

  • Analyze customer behaviour, preferences, persona and purchase patterns using CRM and data analytics tools.
  • Identify trends, opportunities, and challenges to enhance customer segmentation and targeting.
  • Utilize data-driven insights to develop personalized and relevant communication strategies.
  • Measure and report on key CRM metrics, such as customer acquisition, retention, and lifetime value etc.
  • Utilize data analytics tools and techniques to analyze program performance and customer behaviour.
  • Monitor key loyalty program metrics, such as active member acquisition rate, redemption rate, Program engagement, NPS and Loyalty ROI.
  • Identify trends, patterns, and opportunities for program optimization and enhancement.
  • Segment customer data to tailor loyalty program offerings and communication strategies.


  • Bachelor’s degree in marketing, business, or a related field. A master’s degree is a plus.
  • Proven experience in CRM management, loyalty program management, or a similar role.
  • Strong understanding of customer lifecycle, CRM principles, and loyalty program principles.
  • Proficiency in CRM platforms, marketing automation tools, and data analytics tools.
  • Solid analytical skills with the ability to derive insights from customer data and apply them to CRM and loyalty strategies.
  • Experience in customer segmentation, targeted marketing campaigns, and loyalty marketing campaigns.
  • A minimum of 8-10 years of experience in CRM within the e-commerce industry is required.
  • Excellent communication skills and the ability to create persuasive and engaging content for CRM and loyalty program communications.
  • Strong project management and organizational skills to effectively plan and execute CRM and loyalty initiatives.
  • Results-oriented mindset with a focus on driving customer engagement, satisfaction, and ROI through CRM and loyalty programs.
  • Knowledge of privacy regulations and best practices related to CRM, customer data management, and loyalty program management.