The Assistant CRM & Marketing Manager is responsible for driving client engagement, clienteling performance, and CRM execution across Singapore and Malaysia, while supporting targeted marketing and retail activations.
This is a hand on, execution driven role, working closely with retail teams to monitor and improve store-level CRM KPIs. Marketing responsibilities focus on store level initiatives and CRM driven activations, aligned with brand guidelines and commercial objectives.
Key Responsibilities:
CRM Strategy & Client Engagement
- Plan and drive store-led client outreach and day-to-day CRM execution, ensuring consistent and effective client engagement and follow-ups.
- Guide stores in building high quality client portfolios and strengthening client relationships.
- Support and conduct CRM and clienteling training to drive adoption of tools and best practices.
- Monitor and track store-level CRM KPIs (client outreach, appointments, repeat purchase, conversion), with clear action plans.
- Track CRM performance, including ROI and engagement metrics, and monitor CRM budgets.
- Conduct regular store visits and performance follow-ups, partner closely with Store in Charge to improve clienteling performance and accountability.
- Support and enhance clienteling initiatives, including personalized outreach and VIP engagement.
- Manage CRM database integrity, segmentation, and customer lifecycle journeys.
- Manage end-to-end CRM gifting, including strategic allocation, ordering, tracking, inventory, and reporting.
Trade Marketing & Retail Execution
- Support the execution of localized marketing initiatives in line with HQ guidelines, ensuring alignment with CRM objectives.
- Lead and cultivate strategic partnerships with mall landlords to drive year-round marketing and CRM collaborations, strategic media and OOH opportunities to strengthening brand visibility and positioning.
- Develop and implement retail promotional mechanics aligned with marketing campaigns and commercial objectives, ensuring effective communication and execution across stores.
- Ensure strong in-store execution of marketing initiatives, working closely with retail teams.
Marketing and CRM Events
- Plan and execute CRM-led store events, including VIP previews and client activations.
- Partner with stores on client invitation strategy, attendance, and post-event follow-up to drive conversion.
- Ensure all events deliver a high-touch, personalized experience aligned with brand standards.
- Oversee event logistics, including vendor coordination and on-ground execution.
- Evaluate event effectiveness through pre- and post-event analysis, providing insights to optimize future strategies and initiatives.
Reporting and Performance Analysis
- Prepare and analyze CRM and marketing dashboards, providing actionable insights to drive performance improvements.
- Track Marketing and CRM overall campaign effectiveness, including sales, engagement, and ROI.
- Provide regular updates on CRM performance, client trends, and business impact.
- Maintain accurate tracking of budgets and expenditures.
- Conduct ongoing competitor benchmarking, including monitoring of events, activations, and in-store initiatives.
- Identify market trends and opportunities to enhance CRM and retail marketing strategies.
Requirements:
- University graduate in Marketing, Communications or related disciplines
- 3 to 5 years of experience in CRM and Marketing, preferably in luxury or fashion retail industry
- Strong team player with the ability to multi-task and deliver high-quality work under tight deadlines.
- Demonstrated ability to build, maintain, and grow high-value client portfolios, with expertise in personalized outreach and VIP engagement.
- Skilled in conducting CRM and clienteling training to drive consistent adoption of best practices across stores.
- Proficient in Microsoft Office, dashboards, CRM platforms, and analytical tools to track performance, derive insights, and inform strategy.
- Excellent communication, interpersonal, and stakeholder management skills; able to collaborate effectively across regions and functions.
- Proven ability to plan, execute, and monitor marketing, CRM, and retail campaigns with precision.
- Able to work independently under pressure and travel occasionally to support regional initiatives or store activations.
