Loyalty Lead

Our Blend

The Coffee Bean & Tea Leaf is one of the world’s largest independent and privately-owned specialty coffee and tea retailers. In 1963 we opened our very first store in Southern California, and today we have over 1100 cafes in over 20 countries, and our Global Headquarters in Singapore.

The Coffee Bean & Tea Leaf is on an inspiring journey to become the world’s coffee and tea brand. We are united by our passion for connecting people through the daily rituals of coffee and tea—viewing every cup as an opportunity to impact someone’s day.

Our Brew Crew is a diverse team of hard-working optimists with a passion for learning about our craft, the people we serve, and the world around us. We offer the tools, the environment, and the support for you to make your unique contribution and grow as a person.

Passion is contagious, and we’ve got a serious case of it. If you are just as passionate as we are, come join our Brew Crew!

Brew Crew Opportunity

Our Global Brew Crew is seeking a Loyalty lead. This role will lead our CRM and Loyalty strategy, orchestrating program migrations and market rollouts that will elevate customer engagement. This role is your passport to creating personalised and inclusive customer experiences across multiple markets.

This position will sit in Malaysia headquarters, reporting directly to the Senior Marketing Manager.

Key Responsibilities

In this role, you will:

• Ownership: Embrace the opportunity to shape our CRM strategy, spearheading a data-driven approach that ensures each customer's journey is as unique as their favourite brew.
• Partnerships: Collaborate across diverse departments - from Brand and Media to Legal, Finance, and Technology - fostering a culture of teamwork and seamless integration of CRM and Loyalty plans that define our inclusive and globally connected brand.
• Impact: Measure success through KPIs tied to data capture, loyalty, revenue, and customer engagement. You will provide invaluable insights, enabling the business to optimise operations and unlock new growth opportunities.
• Stakeholder Engagement: You will work closely with external vendors and agencies, ensuring they deliver in alignment with our reporting standards and tracking methods.
• Innovation: Keep an eye on industry best practices and competitor programs, translating observations into actionable insights.
• Analytics Excellence: Establish a rock-solid foundation for loyalty analytics, then elevate our practices to advanced analyses, including Customer Lifetime Value, Propensity Modelling, and Recommendation Engine capabilities.
• Campaign Support: Collaborate closely with local marketing teams, shaping an unforgettable customer journey with a CRM and Loyalty program calendar that keeps our customers engaged and coming back for more sips.
• Data Privacy: As our global data privacy custodian, navigate the intricate world of compliance and work closely with Legal, Data, Technology, and local markets to uphold the gold standard in privacy protection.

Your Ingredients

• Bachelor’s degree in Marketing, Business Administration or Data Science.
• At least 5-6 years of hands-on experience in cross-channel loyalty (brick & mortar, e-commerce, and other D2C channels), with a solid grasp of acquisition, growth, retention, and loyalty marketing.
• You deeply understand marketing principles, customer behaviour, and decision journeys, transforming insights into personalised experiences.
• Your portfolio boasts experiences in designing and enhancing loyalty programs, staying ahead with competitive analysis, and program enhancements that define the future of customer engagement.
• A track record of implementing progressive profiling campaigns, behavioural analysis, and CRM system setup within marketing automation platforms.
• Proficient in a blend of technology stacks, including CDP, Marketing Automation, Loyalty Management Systems, Analytics tools, Customer Engagement Platforms etc.
• Thriving in fast-paced environments, you are a self-motivated and solution-oriented driver.
• Café, QSR (Quick Service Restaurant) and regional experiences are a plus.

Performance & Rewards

At The Coffee Bean & Tea Leaf, we embrace a high-performance culture that rewards and encourages our values of teamwork, ownership, and respect for one another.