HCM – CRM Loyalty Senior Executive

JOB BRIEF

We are seeking for a data-driven and strategic CRM Loyalty Specialist to join our team. The ideal candidate will be responsible for managing and optimizing loyalty programs, ensuring data accuracy, and driving customer engagement through personalized campaigns. This role requires strong analytical skills, creativity in campaign planning, and the ability to foster strategic partnerships.

JOB RELATION

1. Direct superior: CRM Manager.
2. Major internal communication: Brand, Shop, E-com, IT, L&D, CX, CS.
3. Major external communications: CRM vendors.

DETAILED JOB DESCRIPTION

Loyalty Performance Reporting

• Monitor, analyze, and report on loyalty program performance, including member acquisition, customer retention, coin redemption rate, app-member net transaction rate, engagement rates, and reward redemptions.
• Develop dashboards and visual reports to track key loyalty metrics and provide actionable insights and recommendations to improve loyalty program effectiveness.
• Collaborate with brand team and related stakeholders to identify opportunities for boosting loyalty participation and optimizing redemption rates.
• Conduct deep-dive analyses into loyalty data to uncover trends, customer behaviors, and areas for improvement.

Birthday Campaign Management

• Plan, execute, and optimize birthday reward campaign.
• Track and report on the performance of birthday campaign, including redemption rates, open rates, click-through rates, customer feedback, and overall ROI.
• Ensure birthday data accuracy by validating data from multiple sources, identifying discrepancies, and collaborating with relevant teams to correct errors.
• Strategically segment birthday audiences, ensuring birthday banners and promotions are only shown to the right members, excluding ineligible users.
• Optimize every customer touchpoint, including app notifications, email, SMS, and in-store displays, tailoring the experience for each segment.
• Collaborate with the Marketing Digital team to create personalized communication content that resonates with birthday segments.
• Continuously test and optimize messaging, timing, and channel strategies to enhance campaign effectiveness.

App Installs Tracking

• Monitor app installation trends and user onboarding processes.
• Collaborate with relevant stakeholders to create strategies that drive app downloads and customer engagement.
• Analyze app user behavior to identify opportunities for loyalty program integration.

Campaign Planning & Execution

• Develop and manage loyalty campaigns from concept to execution.
• Coordinate cross-channel marketing efforts, ensuring alignment with brand objectives.
• Test, measure, and optimize campaign performance, leveraging data to inform future strategies.

Loyalty feature & system testing

• Lead the testing of loyalty-related system changes and new feature releases.
• Collaborate with vendors and internal teams to review and validate new loyalty functionalities.
• Develop test cases, document results, and identify any bugs or discrepancies.
• Ensure changes align with loyalty program goals and provide feedback to vendors for improvements.

RFM Analysis

• Conduct Recency, Frequency, and Monetary (RFM) analysis to segment customers based on their purchase behavior.
• Identify high-value customer groups for targeted marketing campaigns.
• Use RFM insights and collaborate with related teams to enhance personalization strategies and boost customer loyalty.

Partnership Development

• Identify and establish strategic partnerships to enhance loyalty program offerings.
• Negotiate partnership terms and collaborate on joint campaigns.
• Track partnership performance and explore new opportunities for collaboration.