CRM Specialist (Bangkok)

The Employer

The Employer is a large retailer-distributor oftop-tier global brands of fashion apparel, footwear and premium food productsin several countries in SE Asia. In Thailand, it operates multiple formats ofpremium stores – from large-format to boutiques – from European apparel, andhome furnishings brands and a popular Café Chain; employs several thousandstaff in tier-1 and tier-2 cities; and is in the process of expanding thebusiness both by adding new brands to its portfolio and by new market entry inCambodia, Laos and other emerging markets.

Position:

CRM Specialist (Fashion Retail)

Job Code:

EXP/CRMS/FR/BKK/0826

Location:

Bangkok, Thailand

Role and Responsibilities

The primary role of the CRM Specialist will be to drive customer engagement, brand loyalty and revenue through targeted digital and social media campaigns. He/She will sit at the intersection of Marketing, Customer Analytics and IT, translating customer insights and brand objectives into compelling, data-driven campaigns across email, social media and other digital channels.

The successful candidate will be passionate about the power of data, technology and social media to influence customer behaviour, while also having the creativity and commercial instinct to develop campaigns that resonate with different customer segments.

This is an ideal role for an independent self-starter who enjoys taking ownership—from analysing customer data and developing campaign concepts through to execution, measurement andoptimisation.

1. CRM & Customer Engagement

Develop and execute customer lifecycle and CRM campaigns across multiple brands and product categories.

Segment customers based on demographics, purchase behaviour, preferences, engagement and customer value.

Develop targeted campaigns for acquisition, conversion, cross-selling, up-selling, retention and reactivation.

Build personalised customer journeys across email, social media and other relevant digital channels.

Support initiatives to increase customer frequency, basket size, retention and lifetime value.

2. Campaign Development & Execution

Work closely with Brand and Marketing teams to translate commercial objectives into effective campaigns.

Develop campaign briefs, customer segments, content requirements, communication calendars and execution plans.

Manage end-to-end email campaigns, including audience selection, content, scheduling, deployment and performance tracking.

Coordinate social media campaigns designed to drive awareness, engagement, traffic and conversion.

Ensure campaigns are consistent with individual brand positioning while maintaining appropriate CRM standards across the Group.

3. Analytics & Customer Insights

Partner with Analytics teams to identify customer trends, behavioural patterns and opportunities for more effective targeting.

Use customer and campaign data to develop actionable insights and recommendations.

Analyse campaign performance, including open rates, click-through rates, engagement, conversion, revenue and customer retention.

Conduct A/B testing of content, offers, messaging, timing and customer segments.

Continuously optimise campaigns based on data and customer response.

4. Marketing Technology & IT Interface

Act as the key CRM interface between Marketing, Analytics and IT.

Work with IT and technology partners to ensure effective use of CRM, marketing automation, customer data and digital engagement platforms.

Help define business requirements for CRM enhancements, automation and new digital capabilities.

Identify opportunities to improve campaign automation, personalisation and customer journey management.

Stay abreast of emerging CRM, AI, marketing automation, social media and digital engagement technologies.

5. Social Media & Digital Innovation

Bring a strong understanding of how social media can build communities, influence purchase behaviour and strengthen brand loyalty.

Identify emerging social platforms, content formats, influencers, trends and digital engagement opportunities.

Collaborate with Brand, Content and Social Media teams to create relevant campaigns for different customer segments.

Experiment with new digital approaches and quickly translate successful ideas into scalable campaigns.

Candidate Profile

The ideal candidate will have:

4–7 years of experience in CRM, digital marketing, customer engagement, marketing automation or a closely related field.

Experience in a

consumer-facing environment

, preferably retail, fashion, footwear, food, lifestyle or e-commerce.

Strong understanding of

customer segmentation, lifecycle marketing and personalised communications

.

Hands-on experience managing

email marketing and CRM campaigns

.

Strong familiarity with social media platforms and a genuine enthusiasm for their commercial potential.

Good understanding of CRM, marketing automation, customer data and analytics platforms.

Ability to work comfortably with data and translate analytics into practical marketing actions.

Strong project management and execution skills, with exceptional attention to detail.

Ability to work effectively with Marketing, Analytics, IT, Brand and external technology partners.

A

hands-on, entrepreneurial and independent approach

—someone who does not wait for instructions to get things done.

Curiosity about technology and a willingness to experiment with new tools, platforms and AI-enabled capabilities.

Excellent communication skills and the ability to influence stakeholders across functions.

The Employer is particularly looking for someonewho is:

·

Customer-obsessed

— understands what motivates different customersegments.

·

Digitally curious

— constantly exploring newplatforms, technologies and ways of engaging customers.

·

Commercially driven

— understands that CRM isultimately about customers, loyalty and profitable growth.

·

Analyticalbut creative

— equally comfortableinterpreting customer data and developing compelling campaign ideas.

·

Independentand hands-on

— takes ownership and can movefrom concept to execution without excessive supervision.

·

Collaborative

— able to bridge the different perspectives ofMarketing, Analytics and IT.

·

Experiment-oriented

— willing to test, learn, adapt and continuouslyimprove.

Key Success Measures

Success in the role will be measured through:

Growth in customer engagement and active CRM customers

Campaign conversion and revenue contribution

Customer retention and reactivation

Customer frequency and lifetime value

Growth in email and social engagement

Effectiveness of customer segmentation and personalisation

Campaign ROI and continuous improvement in performance

Speed and quality of campaign execution

Successful adoption and utilisation of CRM and marketing technology

The Opportunity

This is an opportunity for a high-energy CRMprofessional to play a pivotal role in building the next generation of customerengagement for a major multi-brand retailer.

The successful candidate will have considerablescope to shape CRM strategy, experiment with new technologies and social mediaplatforms, and build increasingly sophisticated, data-driven relationshipsbetween the Group's brands and their customers.

EXPONENT GLOBAL CONSULTING PTE. LTD.

Exponent is a Singapore-based boutique firm that offers consulting services in the areas of Talent Acquisition, Talent Development and Strategic HR/OD. We work for clients from Asia, Europe and North America. They range from start-ups to very large multinationals and have interests in diverse industry sectors - from Agri-Commodities, Oil & Gas, Real Estate and Hospitality to IT/ITES, Telecom and Biotechnology.