Kerja Sepenuh Masa, Head of Loyalty Programme di Kuala Lumpur Pavilion Federal Territory - Maukerja

Executive Summary

We are seeking an entrepreneurial and strategic Head of Loyalty Programme to design, launch, and lead a brand-new shopper loyalty initiative from the ground up. Reporting directly to the Chief Executive Officer (CEO), this role carries full ownership of the loyalty roadmap, establishing a dedicated team, and executing a best-in-class engagement strategy.

While our company has an established CRM department, this role will spearhead a separate business unit focused specifically on shopper loyalty strategy, value proposition design, and programme activation. The successful candidate will work closely with the CRM team to leverage data assets, ensuring seamless operational alignment and maximum customer impact.

Key Responsibilities

Strategy & Business Planning

• Define the Vision: Develop a comprehensive, long-term shopper loyalty strategy aligned with overall corporate objectives.
• Business Case & P&L: Build and present the initial business plan, financial model, budget requirements, and ROI metrics directly to the CEO and leadership board.
• Value Proposition: Design programme tiers, rewards structures, partner ecosystems, and shopper incentives that drive customer acquisition, retention, and lifetime value (CLV).

Team Building & Leadership

• Build the Unit: Structure, recruit, and onboard a new, dedicated loyalty team from scratch.
• Capability & Culture: Foster an innovative, agile, and performance-driven culture across programme operations, strategic partnerships, and loyalty marketing.

Programme Implementation & Operations

• Execution & Rollout: Lead the end-to-end launch of the loyalty programme across all digital and physical touchpoints.
• Tech Stack Selection: Collaborate with IT and vendor management to select, integrate, and deploy appropriate loyalty tech platforms and management tools.
• Performance Tracking: Establish key metrics (e.g., active membership, redemption rates, incremental sales lift, churn rate) and provide regular reporting to executive stakeholders.

Strategic Collaboration & Integration

• CRM Partnership: Partner closely with the internal CRM department to share insights, optimise customer segmentation, and align promotional messaging without duplicating efforts.
• Cross-Functional Alignment: Work across Operations, Marketing, Commercial, and Customer Support to ensure seamless operational execution and a unified customer experience.

Requirements

Experience & Qualifications

• Proven Track Record: 8+ years of experience in customer loyalty, lifecycle marketing, or shopper engagement, with at least 3–5 years in a leadership role.
• 0-to-1 Launch Experience: Demonstrated success building and scaling a loyalty programme from inception to rollout within retail, e-commerce, FMCG, or consumer services.
• Cross-Functional Influence: Proven ability to navigate complex stakeholder environments, particularly alongside existing CRM and marketing infrastructures.

Skills & Competencies

• Commercial Acumen: Strong capability in building business cases, managing budgets, and demonstrating clear ROI on loyalty investments.
• Strategic & Analytical: Proven ability to translate customer data and shopper behaviour into actionable loyalty mechanics and revenue drivers.
• Executive Presence: Excellent communication and presentation skills suitable for direct, regular collaboration with C-suite leadership.