CRM - Customer Relationship Management, Senior Executive

Overview

The Senior Executive, CRM is responsible for planning, executing, and optimizing customer communication campaigns across channels (email, push notifications, in‑app messages, SMS/Viber, etc.) to drive customer engagement, retention, and lifetime value. You will work closely with Marketing, Data/Analytics, and Onsite teams to turn customer insights into relevant, personalized journeys and campaigns, ensuring a seamless experience throughout the customer lifecycle.

• Plan and execute CRM campaigns (newsletters, promotions, reactivation, win‑back, etc.) in email and channels.
• Build targeting segments based on behavior, preferences, and business priorities. Coordinate campaign calendars with marketing, onsite, performance marketing, and commercial teams to ensure alignment on key campaigns, launches, and events.
• Set up, QA, and launch campaigns in the CRM platform (e.g., MoEngage/Braze or similar), including audience, content, scheduling, and experiment variants.
• Lead the planning, negotiation, and execution of strategic marketing partnerships across banks, payment networks, lifestyle brands, and non‑endemic sectors.

• Track and analyze campaign performance (open rate, CTR, conversion, revenue, unsubscribe, spam complaints, etc.) and derive actionable insights.
• Run A/B and multivariate tests on subject lines, creatives, incentives, send times, and segments to continuously improve performance.
• Prepare regular performance reports and present key learnings and recommendations to stakeholders.

• Partner with Data/Analytics to define, understand, and refine key customer segments and lifecycle stages.
• Use customer attributes, behaviors, and preferences to create personalized and dynamic content blocks.
• Ensure data used for CRM (events, attributes, flags) is accurate, documented, and used consistently across campaigns.

• Education & Experience
• Bachelor’s degree in Marketing, Business, Communications, Statistics, or a related field.
• 3–5 years of hands‑on experience in CRM / retention marketing, ideally in e‑commerce, retail, or digital subscription businesses.
• Proven track record running multi‑channel campaigns (email + push; SMS/Whats App/app inbox is a plus).

• Strong understanding of customer lifecycle, segmentation, and retention strategies.
• Hands‑on experience with at least one CRM/Marketing Automation platform (e.g., MoEngage, Braze, Salesforce Marketing Cloud, Iterable, Klaviyo, etc.).
• Comfortable working with data: able to read dashboards, work with basic spreadsheets, and interpret metrics to make recommendations.
• Experience with A/B testing and experimentation.
• Good copy sense and ability to localize/brief content and creatives that resonate with target audiences.
• Detail‑oriented with strong organizational skills; able to manage multiple campaigns and deadlines simultaneously.
• Excellent communication and stakeholder management skills; able to work with regional and local teams.
• Basic understanding of data privacy and consent regulations related to marketing communications is an advantage.

• Experience with e‑commerce or fashion/retail CRM.
• Familiarity with SQL, Looker/Tableau, or similar analytics tools.
• Experience with loyalty programs or membership/subscribe‑and‑save models.

Note:

The following company section has been removed from this refined description to focus on role-specific information. The original content included a description of ZALORA and a third‑party resume disclaimer not essential to the role responsibilities.