The Senior Executive, CRM is responsible for planning, executing, and optimizing customer communication campaigns across channels (email, push notifications, inapp messages, SMS/Viber, etc.) to drive customer engagement, retention, and lifetime value. You will work closely with Marketing, Data/Analytics, and Onsite teams to turn customer insights into relevant, personalized journeys and campaigns, ensuring a seamless experience throughout the customer lifecycle.
Key Responsibilities:
- Campaign Planning & Execution
- Plan and execute CRM campaigns (newsletters, promotions, reactivation, winback, etc.) in ph and channels.
- Build targeting segments based on behavior, preferences, and business priorities. Coordinate campaign calendars with marketing, onsite, performance marketing, and commercial teams to ensure alignment on key campaigns, launches, and events.
- Set up, QA, and launch campaigns in the CRM platform (e.g., MoEngage/Braze or similar), including audience, content, scheduling, and experiment variants
- Lead the planning, negotiation, and execution of strategic marketing partnerships across banks, payment networks, lifestyle brands, and non-endemic sector
- Performance Analysis & Optimization
- T rack and analyze campaign performance (open rate, CTR, conversion, revenue, unsubscribe, spam complaints, etc.) and derive actionable insights.
- Run A/B and multivariate tests on subject lines, creatives, incentives, send times, and segments to continuously improve performance.
- Prepare regular performance reports and present key learnings and recommendations to stakeholders.Plan and execute CRM campaigns (newsletters, promotions, reactivation, winback, etc.) in ph and channels.
- Data, Segmentation & Personalization
- Partner with Data/Analytics to define, understand, and refine key customer segments and lifecycle stages.
- Use customer attributes, behaviors, and preferences to create personalized and dynamic content blocks.
- Ensure data used for CRM (events, attributes, flags) is accurate, documented, and used consistently across campaigns.
Requirements
Education & Experience
- Bachelor's degree in Marketing, Business, Communications, Statistics, or a related field.
- 35 years of handson experience in CRM / retention marketing, ideally in ecommerce, retail, or digital subscription businesses.
- Proven track record running multichannel campaigns (email + push; SMS/WhatsApp/app inbox is a plus).
Skills & Competencies
- Strong understanding of customer lifecycle, segmentation, and retention strategies.
- Handson experience with at least one CRM/Marketing Automation platform (e.g., MoEngage, Braze, Salesforce Marketing Cloud, Iterable, Klaviyo, etc.).
- Comfortable working with data: able to read dashboards, work with basic spreadsheets, and interpret metrics to make recommendations.
- Experience with A/B testing and experimentation.
- Good copy sense and ability to localize/brief content and creatives that resonate with target audiences.
- Detailoriented with strong organizational skills; able to manage multiple campaigns and deadlines simultaneously.
- Excellent communication and stakeholder management skills; able to work with regional and local teams.
- Basic understanding of data privacy and consent regulations related to marketing communications is an advantage.
Nice to Have
- Experience with ecommerce or fashion/retail CRM.
- Familiarity with SQL, Looker/Tableau, or similar analytics tools.
- Experience with loyalty programs or membership/subscribeandsave models
The ZALORA Story
ZALORA exists for the millions of fashion consumers in Asia, seeking a shopping experience focused on their unique styles, trends and fit. As Asia's leading online fashion destination, ZALORA was founded in 2012 and has a presence in Singapore, Indonesia, Malaysia & Brunei, the Philippines, Hong Kong and Taiwan. ZALORA's localised sites offer an extensive collection of top international and local brands, as well as our own in-house labels across apparel, shoes and accessories for men and women. ZALORA is part of Global Fashion Group, the world's leader in online fashion for emerging markets.
ZALORA is not obligated to accept resumes from any third parties on behalf of potential candidates for any position (advertised or otherwise) by any means, unless ZALORA has executed a written agreement with such third party and has expressly requested such third party for candidate referrals. Third parties who provide unsolicited resumes of candidate(s) shall waive and forfeit all rights to claim for any placement fees or referral fees in the event that such candidate is eventually engaged or employed by ZALORA or Global Fashion Group.
