Assistant Manager, Customer Relations Management at MyTOWN Shopping Centre

Ikano Retail · Kuala Lumpur

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.