CRM & Lifecycle Marketing Manager

Role Purpose

Lead the transformation of Jim Thompson’s CRM and customer data ecosystem to build a more connected, personalized, and commercially driven customer experience across Fashion, Home Furnishings, and F&B.

This role is responsible for consolidating fragmented customer data across online and offline channels, strengthening database quality and customer visibility, and developing high-conversion lifecycle marketing programs across Email, LINE OA, and future CRM channels. The objective is to increase customer retention, repeat purchase frequency, customer lifetime value, and overall brand loyalty among both Local Living and International/Tourist customer segments.

Key Responsibilities

● CRM & Customer Data Strategy

○ Lead CRM and customer data transformation initiatives across Retail, E-commerce, and Membership platforms.

○ Audit, consolidate, and improve customer data quality by eliminating duplicate, incomplete, and inactive records (“Ghost Data”).

○ Establish governance protocols and best practices for customer data collection, segmentation, and database hygiene.

○ Work closely with the Digital Transformation team and external vendors to improve CRM infrastructure, integrations, and customer visibility across touchpoints.

● Lifecycle Marketing & Omnichannel Journey

○ Develop and optimize end-to-end customer lifecycle journeys across: Acquisition, Welcome & Onboarding, Engagement, Retention, Re-activation / Win-back

○ Ensure synchronization between E-commerce behavior, Retail purchase history, Membership activity, and CRM communication flows to avoid fragmented or conflicting messaging.

○ Design automated customer journeys and trigger-based campaigns to improve conversion and retention performance.

● Email Marketing & Communication Strategy

○ Lead the overall Email Marketing strategy for both global and local audiences, ensuring communication aligns with Jim Thompson’s premium lifestyle brand positioning.

○ Develop monthly CRM communication plans and content calendars across Email, LINE OA, Whatsapp and other owned channels.

○ Oversee EDM planning and execution including: New Arrivals,Membership campaigns, Seasonal campaigns,Retention and reactivation programs

○ Optimize customer journeys through segmentation, personalization, A/B testing, and performance analysis.

○ Work closely with the Marketing team to ensure all CRM communications maintain luxury editorial standards and consistency.

● LINE OA & Messaging Ecosystem Management

○ Lead and optimize Jim Thompson’s LINE OA ecosystem for the Local Living customer segment.

○ Manage Broadcast campaigns, Rich Menu strategy, Customer segmentation, CRM automation opportunities and Membership communication journeys

○ Explore future opportunities across WhatsApp and conversational CRM platforms.

● Customer Analytics & CRM Performance

○ Conduct customer and cohort analysis to identify retention opportunities, purchasing behavior, and high-value customer segments.

○ Monitor and report CRM performance metrics including: Customer Lifetime Value(CLV), Repeat Purchase Rate, Active vs. Churned Users, Database Growth & Health, Campaign ROI & Revenue Contribution

○ Translate customer insights into actionable business and marketing recommendations.

● Cross-functional Collaboration

○ Act as the key CRM lead across Retail, E-commerce, Marketing, Customer Service, and Digital Transformation teams.

○ Coordinate with external agencies and CRM technology partners where required.

Required Qualifications

● 5–8+ years of experience in CRM, Lifecycle Marketing, Digital Marketing, or Customer Retention roles.

● Proven experience driving customer retention, loyalty, and repeat purchase growth in premium, luxury, retail, fashion, hospitality, or lifestyle brands.

● Strong understanding of CRM lifecycle strategy, customer segmentation, and omnichannel communication planning.

● Hands-on experience with Email Marketing platforms, CRM automation, and customer journey orchestration.

● Experience with CRM platforms such as Zoho CRM, Salesforce Marketing Cloud, HubSpot, Klaviyo, or similar platforms.

● Experience managing LINE OA, CRM communication planning, and marketing automation programs.

● Strong analytical mindset with the ability to interpret customer data and transform insights into actionable growth strategies.

● Excellent project management and stakeholder management skills across cross-functional teams.

● Experience working with both local and international customer audiences.

● Strong communication and presentation skills with the ability to present strategic recommendations to senior leadership.