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 logist…