Senior Marketing Executive (CRM & Partnerships)

Reports to: Marketing Manager (CRM & Partnerships)

The Senior CRM & Partnerships Executive supports the execution of CRM, loyalty, and partnership initiatives across a portfolio of retail brands spanning food, sportswear, fashion, lifestyle, and skincare. This role is hands-on and execution-led, focusing on delivering CRM campaigns and partnership activations across physical stores and online channels, while providing performance insights and operational support to the Marketing Manager.

Key Responsibilities:

CRM & Loyalty Execution

Execute CRM campaigns across email, SMS, app, and push notifications, including audience setup, scheduling, and deployment.

Manage CRM workflows, customer journeys, and segmentation to support lifecycle and retention objectives across offline and online sales channels.

Support loyalty programme execution, including rewards, tiers, redemptions, and member communications.

Coordinate with retail and e-commerce teams to support CRM enrolment, POS integration, and customer data capture.

Maintain CRM data accuracy, customer lists, and campaign documentation.

Track CRM performance and customer behaviour, consolidating insights for optimisation and reporting

Partnerships & Collaborations

Execute brand, corporate, and affiliate partnerships from briefing to rollout.

Coordinate partnership deliverables including offers, mechanics, assets, timelines, and approvals.

Support affiliate marketing initiatives, including tracking setup, partner coordination, and performance monitoring.

Act as the day-to-day contact for partners and internal stakeholders.

Compile post-campaign performance summaries and recommendations.

Campaign & Cross-Functional Alignment

Align CRM and partnership executions with brand calendars, seasonal campaigns, retail moments, and online sales channels (e-commerce, app, website).

Coordinate CRM content execution to ensure accuracy, consistency, and relevance across both physical and digital touchpoints.

Support seasonal campaigns, festive activations, store launches, and online promotions through CRM and partnerships.

Liaise with internal teams and external vendors to ensure timely delivery of all CRM and partnership outputs across offline and online channels.

Reporting & Governance

Prepare regular CRM and partnership performance reports with clear insights.

Support compliance with PDPA and internal data governance standards.

Maintain documentation for CRM processes, campaigns, and partner activations.

Qualifications:

Degree in Marketing, Business, Communications, or related field.

24 years experience in CRM, lifecycle marketing, loyalty, or partnership marketing, preferably within F&B, retail, lifestyle, or hospitality brands.

Hands-on experience with CRM platforms, customer segmentation, and campaign execution

Working knowledge of Power BI or similar BI tools.

Exposure to omni-channel retail (offline + online) environments is preferred

Experience supporting partnerships or affiliate programmes is an advantage.

Strong coordination, communication, and organisational skills.

Able to work independently and in a team, in a fast-paced environment.

Proficient in English; Mandarin or Bahasa Malaysia is an added advantage.

Detail-oriented, proactive, and data-driven