Senior CRM Executive
Charles & Keith · Singapore
We're on the lookout for individuals who are passionate about fashion, think outside the box, and have an eye for innovation.
Unleash your potential with us, and join us as we create joy and excitement in our global community to empower people to express themselves freely through fashion.
As the Senior CRM Executive, you will be the bridge between data, strategy and execution, making sure our CRM platforms run cleanly and global campaigns land accurately. You will help shape the persona-based segmentation and automated customer journeys that drive retention and lifetime value as a trusted partner to the CRM Lead and a go-to expert for Business Units, IT and vendors.
Job Responsibilities
- Strategy and growth: Help develop and deliver CRM initiatives that raise customer recency, frequency, retention and LTV, in line with business objectives and the overall CRM strategy. Look for new features, channels and loyalty benefits.
- Personas and segmentation: Turn behavioural and purchase data into actionable audience segments. Support the launch and operationalisation of brand personas.
- Lifecycle and journey design: Plan the logic for and run automated journeys (Onboarding → Retention → Advocacy). Proactively propose new triggers, “Next-Best-Action” workflows and win-back tracks for at-risk customers.
- Campaign build and deployment: Lead the technical setup of multi-channel campaigns (email, app, push) in Braze, including templates, audiences and personalisation. Hold a rigorous QA standard so deployment, link tracking and segmentation logic are error-free.
- Data and platform integrity: Monitor customer attribute ingestion. Make sure persona tags and traits are mapped correctly to support RFM and LTV models. Spot and resolve data discrepancies across Braze, Segment and Salesforce.
- Insight and performance: Track open rate, conversion, churn and revenue impact. Go beyond reporting to explain why personas and journeys over- or under-perform and recommend what to do next.
- Project and system ownership: Manage high-impact projects end to end, including the CRM calendar and new platform launches. Act as the team’s point of contact for CRM system requests, assess feasibility, and work with IT and vendors on solutions. Coordinate development work as the end user of marketing automation, CDP, analytics and data warehousing tools.
- Stakeholder and entity support: Work with Marketing, E-commerce, Retail, BI, IT and Customer Service. Give Business Units framework guidance, troubleshooting and asset localisation so global strategy is executed well locally. Manage vendor relationships.
What Success Looks Like
- Customers moving from “one-off” to “loyal/advocate” segments, with stronger results in newly launched personas.
- Lower churn and better recency through optimised win-back and re-engagement journeys.
- Higher purchase frequency through personalised cross-sell and next-best-action triggers.
- Business Units meeting topline sales and onboarding conversion targets.
- Zero-error campaign deployment and proactively resolved platform issues
Job Requirements
- 5+ years in CRM, O2O or growth marketing, including 2+ years hands-on in an enterprise CRM or marketing automation platform (Salesforce, Braze, Segment or equivalent). Retail, fashion or e-commerce experience is strongly preferred.
- Strategic mindset: you understand how automation and segmentation affect the broader P&L, not just the send.
- Strong analytical skills, with the ability to turn customer data into insights and commercial actions. BI tools and SQL are a plus.
- Proven project management across complex calendars, multiple priorities and cross-functional stakeholders.
- Working knowledge of HTML/CSS and Liquid for dynamic, persona-based content.
- Clear communicator who can translate business needs into technical requirements.
- Adaptable and comfortable in fast-paced change, able to work independently and still be a strong team player.
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