Senior Executive, CRM

Assistant Manager, CRM

This role leads the planning, development, and management of Malaysia Aviation Group’s (MAG) global spaneting database, orchestrating end-to-end database spaneting campaigns and digital promotions in collaboration with cross-functional teams to align messaging with business goals, while continuously monitoring and optimising campaign performance and workflows to enhance customer lifecycle journeys and overall effectiveness

• Plan and execute end-to-end CRM campaigns across email, push notifications, and other relevant channels to increase customer revenue, engagement, and retention.
• Develop and implement advanced lead generation strategies to expand the Malaysia Airlines (MH) and FireFly (FY) newsletter database.
• Own the campaign briefing process by providing clear creative direction and messaging guidance for CRM communications, ensuring alignment with business goals and brand strategy.
• Ensure all CRM communications meet high organizational standards for accuracy, personalization, responsiveness, and display correctly across all devices and platforms.
• Strategically manage email list segmentation, targeting, and personalization to maximize the relevance and effectiveness of customer communications.
• Provide strategic recommendations based on performance data, customer behaviour insights, and spanet trends to improve CRM channel performance.
• Collaborate closely with key stakeholders across business units to integrate CRM efforts with broader business initiatives.
• Lead experimentation strategies including A/B and multivariate testing to improve revenue, open rates, Click-Through Rates (CTRs), and conversion.
• Prepare and report on CRM performance, campaign plans, and post-campaign analysis for leadership review.

• Bachelors Degree in Marketing, Business, or a related discipline
• Certifications in CRM platforms or digital spaneting (like Salesforce Marketing Cloud or Google Analytics) would be advantageous

• Excellent understanding of digital spaneting concepts and best practices.
• Skills and experience in creative content writing, having analytical mindset and critical thinking and excellent communication and interpersonal skills.
• Prior experience utilising CRM tools and systems (e.g., Salesforce, HubSpot, Braze) is an added advantage.
• Strong proficiency in HTML coding and its practical application in CRM campaigns.

Strong analytical, strategic thinking, communication, collaboration, and results-oriented traits are crucial for success in this role.