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Loyalty Manager

Central Retail Việt Nam · Văn phòng SSC (Trụ sở chính) - Thành phố Hồ Chí Minh, Hồ Chí Minh
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Văn phòng SSC (Trụ sở chính) - Thành phố Hồ Chí Minh, Hồ Chí Minh

Tổng quan

  • Loyalty Strategy & Roadmap
  • Develop annual / quarterly The 1 loyalty & CRM roadmap aligned with CRV business priorities
  • Define key member growth priorities: acquisition, activation, frequency, retention, tier-up & reactivation
  • Identify strategic member opportunities and translate them into loyalty initiatives.
  • Loyalty Program Management
  • Own The 1 loyalty proposition, mechanics, benefit & reward framework
  • Review member benefits, missions, points/rewards and tier programs to ensure they drive desired behaviors
  • Identify opportunities to improve member value and program engagement while managing investment efficiency.
  • CRM & Campaign Strategy
  • Set the overall CRM campaign strategy & segmentation approach
  • Define target audiences, campaign objectives, proposition and communication direction
  • Ensure campaigns are differentiated by member value, behavior and business objectives, rather than mass promotion only.
  • Campaign Portfolio Governance
  • Lead campaign planning across Mass/Food Store, Supplier & Tenant streams
  • Prioritize campaign requests and ensure alignment with The 1 strategy
  • Establish campaign standards, governance and approval process
  • Ensure consistent member experience across channels and BUs.
  • Team Leadership
  • Lead and coach CRM Officers across Mass/Food Store and Supplier/Tenant campaigns
  • Set team priorities, workload and deliverables
  • Build CRM capability in campaign planning, targeting, execution and optimization
  • Ensure clear ownership and collaboration with Commercial, MKT, BU and partners.
  • Performance & Optimization
  • Own overall CRM / loyalty performance review and identify optimization opportunities
  • Evaluate campaign effectiveness based on incremental sales, traffic, frequency, member engagement, redemption and ROI
  • Establish learnings and translate them into future campaign / loyalty strategy.
  • Cross-functional & Stakeholder Management
  • Act as key loyalty representative with Commercial, MKT, BU, Data, IT and external partners
  • Translate business objectives into actionable CRM / loyalty solutions
  • Align stakeholders on campaign priorities, mechanics, investment and expected outcomes.
  • Ecosystem & Monetization
  • Develop CRM opportunities with suppliers, tenants and strategic partners
  • Identify opportunities to leverage The 1 member base for partner-funded campaigns and commercial solutions
  • Balance member value with incremental commercial revenue / funding.

Yêu cầu

  • 5+ years of experience in CRM, Loyalty, Customer Engagement, Marketing, Retail, E-commerce, or related fields
  • At least 1-2 years of people management experience, leading CRM, Loyalty, or Marketing teams
  • Proven experience in developing and managing customer loyalty programs and CRM strategies at scale
  • Strong track record in campaign planning, customer lifecycle management, segmentation, and personalization
  • Experience in retail, FMCG, loyalty programs, financial services, or customer-focused businesses is highly preferred
  • Experience working with cross-functional stakeholders, including Commercial, Marketing, Product, Technology, Data, and Operations teams.
  • Knowledge & Technical Skills
  • Strong understanding of customer lifecycle management, loyalty economics, retention strategies, and customer engagement frameworks
  • Solid knowledge of CRM campaign management, customer segmentation, targeting, and personalization techniques
  • Strong analytical capability with experience interpreting customer, campaign, and business performance data
  • Understanding of loyalty KPIs including acquisition, activation, frequency, retention, redemption, member value, ROI, and customer lifetime value (CLV)
  • Experience with CRM and marketing automation platforms (e.g., MoEngage, Salesforce Marketing Cloud, Adobe Campaign, Braze, CleverTap, or equivalent)
  • Proficiency in data analysis tools such as Excel, SQL, Power BI, Tableau, or similar platforms is preferred
  • Strong business acumen with the ability to balance customer value and commercial objectives.

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