Head of CRM & Loyalty Program

We are looking for a Head of CRM & Customer Loyalty Program for an F&B business to build and scale a membership ecosystem, focusing on customer acquisition, retention, and repeat purchase, while owning the end-to-end customer lifecycle and driving a simple, data-driven loyalty strategy.

JOB RESPONSIBILITIES

• Lead the development of a customer loyalty and membership program, starting from near-zero baseline
• Design and execute end-to-end customer journey strategies (onboarding, engagement, retention, repeat purchase)
• Build and optimize customer touchpoints across mobile app and other channels
• Drive customer segmentation, targeting, and personalization strategies using data insights
• Own promotional strategy including vouchering, incentives, and lifecycle campaigns (with strong ROI mindset)
• Establish a structured CRM and customer management framework
• Track and improve key metrics such as customer acquisition, retention rate, frequency, and lifetime value (LTV)
• Build and lead a team, setting direction and execution standards
• Work closely with growth, product, and marketing teams to execute A/B testing and campaign experiments

KEY REQUIREMENTS

• Minimum 12+ years of experience in data with direct involvement in customer growth, loyalty, CRM, or lifecycle marketing
• Proven experience in building or scaling membership / loyalty programs (e.g. subscription, points, tiering, etc.)
• Strong understanding of customer lifecycle management, from acquisition to retention and reactivation
• Hands-on experience with data-driven decision making (segmentation, cohort analysis, campaign performance tracking)
• Experience managing multi-channel engagement
• Familiarity with growth experimentation and performance-driven marketing
• Background from fast-paced or high-volume consumer environments
• Ability to balance strategy and execution, not purely analytical, but also strong in rolling out initiatives
• Strong commercial mindset, able to design programs that drive retention without excessive cost (efficient growth)

CALL TO ACTION
If this sounds like you, send your CV to [email protected]