Main Responsibilities

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.

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.

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.

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.

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.

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.

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.

Requirements

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.

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.

Apply to CRV