Assistant Manager, Customer Relations Management

Marketing, Media & Creative · Marketing & Advertising · Marketing Strategy · Digital Marketing · Customer Support

In short

Lead CRM and loyalty strategies to drive customer acquisition, engagement, and retention at MyTOWN Shopping Centre. This role involves managing loyalty programs, developing customer segmentation, and analyzing performance metrics. Requires a Bachelor's degree and minimum 6 years of experience in CRM, marketing, or customer experience management.

Responsibilities

Lead the planning and execution of CRM and loyalty strategies.
Manage the end-to-end loyalty programme experience.
Develop customer segmentation strategies and oversee targeted campaigns.
Monitor customer behaviour, loyalty performance, and engagement metrics.
Ensure CRM platform functionality, data integrity, reporting accuracy, and compliance.
Collaborate with Brand & Content and Events & Partnerships teams.
Manage CRM-related vendors, platform providers, and external partners.
Drive customer research, feedback collection, and insight generation.
Oversee CRM budget utilisation, campaign investments, and ROI tracking.
Provide leadership, coaching, and execution oversight for CRM executives.

Requirements

Minimum 6 years of CRM, loyalty, marketing, customer analytics, or customer experience management experience.
Strong understanding of loyalty programmes, customer lifecycle management, retention strategies, and engagement frameworks.
Advanced knowledge of segmentation, customer profiling, behavioural analysis, campaign measurement, and performance reporting.
Strong understanding of CRM, digital marketing, customer experience, and omnichannel engagement strategies.
Strong understanding of financial planning, budgeting, campaign investment, and ROI analysis.
Knowledgeable in retail dynamics, shopper behaviour, loyalty drivers, and customer engagement trends.
High expertise in managing cross-functional campaigns, vendors, platform providers, and stakeholder relationships.
Knowledge of CRM systems, loyalty platforms, marketing automation tools, and customer databases.
Fluent in English and Bahasa Malaysia.
Minimum Bachelor's Degree in Marketing, Business, Analytics, Communications, Customer Experience, or related disciplines.

Desired Qualifications

Passionate about understanding customer needs and creating meaningful experiences.
Motivated by using customer data, insights, and analytics to influence strategy and improve performance.
Energised to challenge existing approaches and identify opportunities to enhance customer engagement and retention.
Driven by delivering measurable business results through customer growth, retention, and increased lifetime value.
Passionate about creating seamless, rewarding, and personalised customer journeys.
Strong verbal, written, presentation, and public speaking skills.

Benefits

Creates an atmosphere that inspires the events team, acts as a role model for MyTOWN values, and takes responsibility for the division's outcomes.
Highly capable of setting clear directions, defining success metrics, and deciding where to invest resources effectively.
Promotes collaboration, especially with Brand & Content and CRM, to ensure seamless cross-functional campaign execution.
Enthusiastic and result-driven, following through on commitments and adapting quickly to changing on-ground circumstances.
Offers relevant, creative solutions to meet customer and tenant needs.
Communicates clearly with vendors and partners, ensuring complex event logistics are implemented effectively.
Thinks out-of-the-box for event concepts, continuously experimenting with new experiential ideas with courage.
Effectively delegates responsibilities to the Senior Executive and Executive, providing them with the resources needed to accomplish logistical tasks.
Accountable and honest, establishing trust with strategic partners and tenants.
Uses post-event performance data to monitor success and acts on these results for future planning.

Skills

CRMMarketingCustomer AnalyticsCustomer ExperienceLoyalty ProgramsSegmentationData AnalysisCampaign ManagementRetail MarketingBudget ManagementStakeholder ManagementIKEA

#CRM#Customer Relations Management#Loyalty Programs#Marketing#Retail#Shopping Centre

About IKEA

The IKEA vision is to create a better everyday life for the many people. Our business idea is to offer well-designed, functional and affordable, high-quality home furnishing, produced with care for people and the environment. The IKEA Brand unites more than 200.000 co-workers and hundreds of companies with different owners all over the world. It’s one brand, but it reaches millions of hearts and homes. Our value chain is unique. It includes everything from product development, design, supply, manufacture and sales – and of course it begins and ends with our customers. The IKEA retail business…

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