Assistant Manager, Customer Relations Management at MyTOWN Shopping Centre

Responsible

• Lead the planning and execution of CRM and loyalty strategies that drive customer acquisition engagement retention and lifetime value.
• Manage the end-to-end loyalty programme experience including membership growth tier benefits rewards and customer lifecycle initiatives.
• Develop customer segmentation strategies and oversee targeted personalised campaigns across multiple channels.
• Monitor customer behaviour loyalty performance campaign effectiveness and engagement metrics to identify opportunities for improvement.
• Ensure CRM platform functionality customer data integrity reporting accuracy and governance compliance.
• Collaborate with Brand & Content and Events & Partnerships teams to integrate customer insights into marketing campaigns and activations.
• Manage CRM-related vendors platform providers and external partners to deliver agreed business outcomes.
• Drive customer research feedback collection and insight generation to inform marketing and commercial decisions.
• Oversee CRM budget utilisation campaign investments and ROI tracking.
• Provide leadership coaching and execution oversight for CRM executives and external partners supporting the division.

Accountable

• Fully accountable for MyTOWNs CRM and loyalty strategy ensuring alignment with business objectives and customer experience goals.
• Owns decision-making relating to customer segmentation loyalty mechanics customer engagement programmes and CRM campaign priorities.
• Responsible for CRM investment prioritisation budget allocation and resource planning within the division.
• Owns customer acquisition retention engagement membership growth and loyalty performance outcomes against agreed KPIs.
• Accountable for setting direction defining priorities and establishing success measures for the CRM division.

Contribute

• Provide customer insights audience behaviour analysis and campaign performance data to support Brand & Content planning and optimisation.
• Support Events & Partnerships with customer targeting recommendations engagement mechanics and post-event customer analysis.
• Share CRM best practices loyalty trends and customer journey insights across the Marketing team.
• Advise stakeholders on customer experience improvements personalisation opportunities and retention strategies.
• Collaborate with IKEA stakeholders to strengthen customer engagement destination positioning and commercial outcomes.

Qualifications :

Motivation

• Customer-Centricity: Passionate about understanding customer needs and creating meaningful experiences that build long-term loyalty.
• Data-Driven Thinking: Motivated by using customer data insights and analytics to influence strategy and improve performance.
• Continuous Improvement: Energised to challenge existing approaches and identify opportunities to enhance customer engagement and retention.
• Commercial Impact: Driven by delivering measurable business results through customer growth retention and increased lifetime value.
• Customer Experience Excellence: Passionate about creating seamless rewarding and personalised customer journeys across all touchpoints.

Knowledge

• Experience: Minimum 6 years of CRM loyalty marketing customer analytics or customer experience management experience.
• CRM & Loyalty Strategy: Strong understanding of loyalty programmes customer lifecycle management retention strategies and engagement frameworks.
• Customer Data & Analytics: Advanced knowledge of segmentation customer profiling behavioural analysis campaign measurement and performance reporting.
• Marketing Mix: Strong understanding of CRM digital marketing customer experience and omnichannel engagement strategies.
• Financials & Budgeting: Strong understanding of financial planning budgeting campaign investment and ROI analysis.
• Retail & Shopper Landscape: Knowledgeable in retail dynamics shopper behaviour loyalty drivers and customer engagement trends.
• Project & Stakeholder Management: High expertise in managing cross-functional campaigns vendors platform providers and stakeholder relationships.
• Technology & CRM Platforms: Knowledge of CRM systems loyalty platforms marketing automation tools and customer databases.
• Language: Fluent in English and Bahasa Malaysia with strong verbal written presentation and public speaking skills.
• Qualifications: Minimum Bachelors Degree in Marketing Business Analytics Communications Customer Experience or related disciplines.

Additional Information :

Capabilities:

• Leadership by Example: Creates an atmosphere that inspires the events team acts as a role model for MyTOWN values and takes responsibility for the divisions outcomes.
• Strategic Prioritization: Highly capable of setting clear directions defining success metrics and deciding where to invest resources effectively.
• Teamwork & Togetherness: Promotes collaboration especially with Brand & Content and CRM to ensure seamless cross-functional campaign execution.
• Passion & Commitment: Enthusiastic and result-driven following through on commitments and adapting quickly to changing on-ground circumstances.
• Problem Solving: Offers relevant creative solutions to meet customer and tenant needs while managing dilemmas using MyTOWN values.
• Common Sense & Simplicity: Communicates clearly with vendors and partners ensuring complex event logistics are implemented effectively.
• Daring to be Different: Thinks out-of-the-box for event concepts continuously experimenting with new experiential ideas with courage.
• Empowerment: Effectively delegates responsibilities to the Senior Executive and Executive providing them with the resources needed to accomplish logistical tasks.
• Integrity: Accountable and honest establishing trust with strategic partners and tenants.
• Data-Driven Action: Uses post-event performance data to monitor success and acts on these results for future planning.

Remote Work :

No

Employment Type :

Full-time