Assistant Manager, Customer Relations Management at MyTOWN Shopping Centre

MyTOWN Shopping Centre is a super-regional shopping centre for friends and family on the fringes of the Central Business District of Kuala Lumpur. The shopping centre is a one-stop destination for shopping, dining and entertainment with more than 400 stores. Anchored by IKEA, MyTOWN Shopping Centre is set to deliver a fantastic customer experience with a vibrant mix of retailers. MyTOWN Shopping Centre is developed jointly by Boustead Holdings Berhad and Ikano Pte. Ltd. For more information, log on to http://www.mytownkl.com.my/ Responsible - Lead the planning and execution of CRM and loyalty strategies that drive customer acquisition, engagement, retention, and lifetime value. - Manage the end-to-end loyalty programme experience, including membership growth, tier benefits, rewards, and customer lifecycle initiatives. - Develop customer segmentation strategies and oversee targeted, personalised campaigns across multiple channels. - Monitor customer behaviour, loyalty performance, campaign effectiveness, and engagement metrics to identify opportunities for improvement. - Ensure CRM platform functionality, customer data integrity, reporting accuracy, and governance compliance. - Collaborate with Brand & Content and Events & Partnerships teams to integrate customer insights into marketing campaigns and activations. - Manage CRM-related vendors, platform providers, and external partners to deliver agreed business outcomes. - Drive customer research, feedback collection, and insight generation to inform marketing and commercial decisions. - Oversee CRM budget utilisation, campaign investments, and ROI tracking. - Provide leadership, coaching, and execution oversight for CRM executives and external partners supporting the division.Accountable - Fully accountable for MyTOWN's CRM and loyalty strategy, ensuring alignment with business objectives and customer experience goals. - Owns decision-making relating to customer segmentation, loyalty mechanics, customer engagement programmes, and CRM campaign priorities. - Responsible for CRM investment prioritisation, budget allocation, and resource planning within the division. - Owns customer acquisition, retention, engagement, membership growth, and loyalty performance outcomes against agreed KPIs. - Accountable for setting direction, defining priorities, and establishing success measures for the CRM division.Contribute - Provide customer insights, audience behaviour analysis, and campaign performance data to support Brand & Content planning and optimisation. - Support Events & Partnerships with customer targeting recommendations, engagement mechanics, and post-event customer analysis. - Share CRM best practices, loyalty trends, and customer journey insights across the Marketing team. - Advise stakeholders on customer experience improvements, personalisation opportunities, and retention strategies. - Collaborate with IKEA stakeholders to strengthen customer engagement, destination positioning, and commercial outcomes. Motivation - Customer-Centricity: Passionate about understanding customer needs and creating meaningful experiences that build long-term loyalty. - Data-Driven Thinking: Motivated by using customer data, insights, and analytics to influence strategy and improve performance. - Continuous Improvement: Energised to challenge existing approaches and identify opportunities to enhance customer engagement and retention. - Commercial Impact: Driven by delivering measurable business results through customer growth, retention, and increased lifetime value. - Customer Experience Excellence: Passionate about creating seamless, rewarding, and personalised customer journeys across all touchpoints.Knowledge - Experience: Minimum 6 years of CRM, loyalty, marketing, customer analytics, or customer experience management experience. - CRM & Loyalty Strategy: Strong understanding of loyalty programmes, customer lifecycle management, retention strategies, and engagement frameworks. - Customer Data & Analytics: Advanced knowledge of segmentation, customer profiling, behavioural analysis, campaign measurement, and performance reporting. - Marketing Mix: Strong understanding of CRM, digital marketing, customer experience, and omnichannel engagement strategies. - Financials & Budgeting: Strong understanding of financial planning, budgeting, campaign investment, and ROI analysis. - Retail & Shopper Landscape: Knowledgeable in retail dynamics, shopper behaviour, loyalty drivers, and customer engagement trends. - Project & Stakeholder Management: High expertise in managing cross-functional campaigns, vendors, platform providers, and stakeholder relationships. - Technology & CRM Platforms: Knowledge of CRM systems, loyalty platforms, marketing automation tools, and customer databases. - Language: Fluent in English and Bahasa Malaysia with strong verbal, written, presentation, and public speaking skills. - Qualifications: Minimum Bachelor's Degree in Marketing, Business, Analytics, Communications, Customer Experience, or related disciplines. Capabilities: - Leadership by Example: Creates an atmosphere that inspires the events team, acts as a role model for MyTOWN values, and takes responsibility for the division's outcomes. - Strategic Prioritization: Highly capable of setting clear directions, defining success metrics, and deciding where to invest resources effectively. - Teamwork & Togetherness: Promotes collaboration, especially with Brand & Content and CRM, to ensure seamless cross-functional campaign execution. - Passion & Commitment: Enthusiastic and result-driven, following through on commitments and adapting quickly to changing on-ground circumstances. - Problem Solving: Offers relevant, creative solutions to meet customer and tenant needs while managing dilemmas using MyTOWN values. - Common Sense & Simplicity: Communicates clearly with vendors and partners, ensuring complex event logistics are implemented effectively. - Daring to be Different: Thinks out-of-the-box for event concepts, continuously experimenting with new experiential ideas with courage. - Empowerment: Effectively delegates responsibilities to the Senior Executive and Executive, providing them with the resources needed to accomplish logistical tasks. - Integrity: Accountable and honest, establishing trust with strategic partners and tenants. - Data-Driven Action: Uses post-event performance data to monitor success and acts on these results for future planning.