Head of CRM & Loyalty

About Valiram

Valiram is a retail company founded in 1935. The company has expanded to become a global retail industry with 520+ locations in 10 different countries. By 2027, we will be more than doubling our size to 1200, with an expected 5,500+ employees under Valiram Group. Learn more about us at www.valiram.com

Valiram Brands:

• Beauty (Victoria’s Secret, Bath & Body Works, Rituals, Molton Brown)
• Fashion (Michael Kors, Steve Madden, Tory Burch, Chloe, MLB Korea, Giuseppe Zanotti, Charles & Keith, Pedro etc)
• Accessories (Swarovski, Mont Blanc)
• Travel Retail (Hermes, Bvlgari, The Flying Emporium, Coach, Polo Ralph Lauren, Lacoste, Beaute Love, Ion Gizmos, Candy Party, Wear + When, Tumi)
• F&B (Bacha Coffee, Quivo, Godiva, TWG Tea, Laderach, Candy Party)
• Watches (Swiss Watch Gallery, Tudor, Rolex, Cartier, Tissot, Zenith, Bell & Ross, Breitling, Blancpain, Omega)

Our Culture:

We celebrate diversity with 32 nationalities spread across our team. To embrace this diversity, we celebrate the various festivities all year round such as Hari Raya, Malaysia Day, Chinese New Year, Deepavali and Christmas.

You can engage in various activities monthly including badminton, hiking, running and language class and meet other employees from across our brands and head office. All activities are free of charge!

Position Summary

The Head of CRM & Loyalty sets our CRM vision and strategy, driving profitable customer growth in all channels by building customer loyalty, multi-category ownership and relevant, timely support content. Partnering closely with Brand & Marketing, eCommerce, Creatives, and other cross-functional teams as a supporting unit to execute and develop customer-centric programs for the Valiram Group & brands to drive growth and build profitable, long-term customer relationships.

This role will build data- and insight-driven customer segmentation strategies and oversee marketing efforts with a focus on growth, engagement, and retention. This role will drive the strategy, implementation, and ongoing evolution of Valiram Group’s - loyalty program across both offline and digital channels with the objective of driving customer engagement, nurturing customer relationships & return visits.

Key Responsibilities Area

The role is a collaborative position and, as such, he/she supports the Brand Operations & Marketing department by providing the teams with expertise in strategic consultancy to develop CRM Programs as well as engaging in consumer acquisition and retention approaches that compliment and support retail sales efforts.

CRM

• Business partner for Brand & Marketing teams to support CRM Strategies and Execution of Campaigns & Programs.
• Oversee & support the operations of CRM capabilities development regionally.
• Oversee & support the operations of CRM program and activations implementation regionally.
• Oversee & Support lifecycle marketing strategies that identify valuable consumers and opportunities that drive increased engagement and revenue.
• Optimize communication strategy in all channels to improve engagement, conversion, and retention.
• Serve as a CRM business intelligence leader, utilizing analytics to drive customer-centric action plans.
• Lead the development of Group database marketing analytics, segmentation analysis, and other analytical techniques to improve consumer understanding and deliver insights that drive repeat and retention.
• Manage external vendor relationships related to CRM, loyalty, consumer marketing and database management.
• Oversee CRM and Loyalty marketing budgets with Marketing & Brand Teams.
• Manage CRM Software Technology service providers.

LOYALTY

• Lead Valiram Group & Brand’s Loyalty Program, overseeing the strategy for a best-in-class group loyalty program that drives membership growth, increased engagement, retention, and profitability.
• Oversee & Support internal teams to design, plan and implement a locally relevant loyalty program based on the global framework.
• Continually drive innovation in the program to keep it fresh and relevant for the customer to retain existing customers and acquire new customers.
• Provide end-to-end leadership of program initiatives from requirements definition to deployment and performance analysis, along with issue and risk management.
• Ensure that analysis, test and learn principles are conducted in a systematic way to develop optimizations and identify areas of opportunity.
• Conduct an in-depth program evaluation yearly to drive performance, remove wastage and improve customer experience.
• Coordinate with all business functions to meet brand standards, industry best practice and legal compliance.
• Continually monitor the loyalty programs in the retail industry as well as those of other luxury retail players in APAC and internationally – understand drivers of success, specifics of each benefit category and other innovative/ next-generation offerings.

REPORTING

• Oversee & Support Data Insights Operations with brand & marketing requirements.
• Track and report on customer KPI metrics for CRM and Loyalty.
• Build & maintain a 99% Data Accuracy ramp up program in reporting & Data Insights.
• Manage the distribution of Loyalty program reporting and status to executive stakeholders.
• Stay abreast and provide updates to the leadership teams on global competitive activity, trends, and industry best practice.

Position Specification

• 10+ years’ experience in Digital, Marketing, Loyalty, and Membership
• Bachelor's Degree; MBA a plus
• Experience building successful marketing/loyalty programs as well as capabilities to enable customer journeys at scale.
• Exemplary leadership skills with experience building effective teams.
• Proven experience driving large scale customer acquisition and retention programs.
• Proven record of collaborating cross-functionally to create personalized customer experiences.
• Proven record in successful technology implementation with CRM related services.
• Proven ability to launch B2B & B2C apps for CRM & Loyalty purposes.
• Brings a consumer-centric mindset, creative thinking, and exceptional analytical skills; experience conducting CRM campaign analytics and consumer research to inform marketing decisions.
• Strong problem-solving skills.
• Proven project management, ability to lead, develop and motivate team.
• Outstanding written, oral, and presentation-based communications skills.
• Displays a passion for the retail industry, the discipline, and a drive to improve and work through challenges.
• Malaysian