Full Time Marketing Manager Jobs, in DFI Retail Group Selangor - Maukerja

DFI Retail Group (the ‘Group’) is a leading pan-Asian retailer. At 31st December 2021, the Group and its associates and joint ventures operated over 10,200 outlets and employed some 230,000 people. The Group had total annual sales in 2021 exceeding US$27 billion.

The Group (including associates and joint ventures) operates under several well-known brands across food, health and beauty, home furnishings, restaurants, and other retailing. DFI digital is a new entity by DFI retail group to provide more advanced online shopping experience. The ecommerce platform includes all the ventures and bring it together under one hat. The Group provides quality and value to Asian consumers by offering leading brands, a compelling retail experience and great service; all delivered through a strong store network supported by efficient supply chains.

We are seeking an experienced and entrepreneurial Marketing Manager to lead the development and growth of a new coalition loyalty program.

This role will be responsible for shaping the program's member value proposition, loyalty mechanics, and engagement strategy while driving membership growth, activation, retention, and cross-partner participation. Working closely with Commercial, Product, Technology, Data & Analytics and Partner teams, you will help build a loyalty ecosystem that delivers meaningful value to customers and commercial outcomes for partners.

The ideal candidate combines strategic thinking, customer insight, commercial acumen, and hands-on execution experience in loyalty, CRM, or growth marketing.

Is this your next challenge in Marketing?

The challenge is to:

Member Proposition & Lifecycle Engagement

• Lead the design and evolution of the coalition loyalty proposition, including points and voucher mechanics, birthday and milestone rewards, etc. ensuring a compelling value exchange for both members and partners
• Own the lifecycle journey framework - welcome, onboarding, cross-partner engagement, birthday, lapsed and win-back
• Develop strategies that increase customer frequency, spend, retention, and lifetime value.
• Own the calendar of member-exclusive campaigns and activations
• Set reward and redemption rules, validity, exclusions and reversal logic, ensuring mechanics are scalable and configurable.
• Own member communications across app, email, SMS and relevant in-store touchpoints, ensuring relevance, frequency discipline and consistent brand experience.
• Establish a structured test and learn programme across mechanics, offers and creative, refining them against sales and margin data.

Member Growth

• Deliver annual targets for member acquisition, active members, member sales penetration, transaction penetration, frequency, retention and customer value.
• Own the acquisition engine across every touchpoint — point of sale, app, online, services and brand programmes — and hold identification rate as a tracked operating metric.
• Build the activation, retention, reactivation and win-back agenda for different customer value segments.
• Develop customer segmentation and value frameworks to identify priority customer groups, growth opportunities and differentiated engagement strategies.
• Drive personalised offers and recommendations at scale and report the incremental sales and margin attributable to it.
• Benchmark competing loyalty programmes and translate relevant learnings into a prioritised design and investment list.

Programme Economics & Commercial Performance

• Own the loyalty P&L, balancing issuance cost, redemption rate, reward and voucher funding, platform and operating cost against member sales and margin delivered.
• Maintain the programme economics model, including reward cost, redemption, breakage, points liability, funded value ceilings and programme contribution.
• Set clear return thresholds for loyalty investment and reallocate reward investment away from activities that does not pay back.
• Prepare business cases, budget submissions and investment approvals for loyalty capabilities and campaigns, with clear assumptions and measurable expected returns

Partnerships & Brand Programmes

• Collaborate with coalition partners to develop joint marketing campaigns and member value propositions.
• Drive adoption of loyalty mechanics across partner touchpoints and customer journeys.
• Support onboarding of new partners by defining promotional strategies and launch plans.
• Ensure partner campaigns align with overall program objectives and member experience standards.
• Partner the Retail Media and supplier marketing teams to monetise member audiences through targeted, supplier-funded offers, audience targeting and closed-loop measurement.
• Support cross-border and cross-banner member initiatives with Group and neighbouring markets, within agreed commercial and legal boundaries.
• Manage loyalty platform vendors and agencies against commercial terms, service levels and delivery milestones, including data portability and exit provisions.

Requirements:

• Bachelor's degree in Business, Marketing, Analytics, Economics or a quantitative discipline.
• 8-10 years' experience in loyalty, CRM, customer marketing or omnichannel retail, including at least 2 years leading teams and owning a programme or channel P&L.
• Demonstrated ownership of a consumer loyalty or membership programme at scale, with quantified results in member acquisition, penetration, retention or programme contribution.
• Working knowledge of modern retail technology, including customer data and engagement platforms, loyalty engines, CRM automation tools, POS integration and app ecosystems.
• Analytical capability — segmentation, cohort analysis and lifetime value analysis, campaign measurement and control-group testing; able to defend the numbers in front of leadership.
• Experience in coalition loyalty, retail loyalty, payments, financial services rewards or airline loyalty is preferred

DFI Retail Group is an equal opportunity employer and responsible for ensuring that all personal information collected from each Candidate presented to DFI Retail Group is used for recruitment purposes only and the personal data will be kept and handled confidentially. We will retain the applications of candidates not selected for a period of no more than 24 months. The data collection process is in accordance with all applicable laws and compliant with the Code of Practice on Human Resource Management.

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Issued by The Dairy Farm Company, Limited