CRM & Loyalty Manager

About the role

We are seeking a proactive and strategic CRM & Loyalty Manager to own the strategy, growth, and day‑to‑day operations of the HiPP Loyalty Club (100K+ members) while driving direct‑marketing performance across owned and e‑commerce channels.

Key responsibilities

• Manage all operational and strategic aspects of the HiPP Loyalty Club, including tier structures, point‑earning rules, reward catalogs, partner benefits and redemption mechanics.
• Oversee loyalty program budget, monitor spend and ROI, and report regularly to leadership.
• Own multichannel direct‑marketing execution (EDM, SMS, WhatsApp, WeChat, in‑app messaging) and collaborate with e‑commerce and brand managers to boost online sales.
• Lead content strategy for loyalty communications, creating bilingual (English/Chinese) content that adds value at key parenting stages.
• Translate member behavioural data into creative briefs and manage external design agencies and freelancers.
• Build automated, trigger‑based lifecycle flows to nurture members from pregnancy through formula‑stage transitions, reducing churn and increasing CLTV.
• Track core health metrics (active members, point burn velocity, stage conversion rates, incremental revenue) and report CRM/e‑commerce ROI.
• Ensure data accuracy within the CDP/CRM backend and smooth integration with e‑commerce and POS systems.

Required profile

• Degree in e‑commerce, Marketing, Advertising, Business, IT/Data Analytics or a related discipline.
• At least three years of experience in CRM/loyalty within FMCG, baby or cosmetics sectors, covering end‑to‑end program builds and large data sets.

Required skills

• CRM platforms
• Customer Data Platform (CDP) management
• e‑commerce platforms (Shopify, HKTVMALL)
• Multichannel marketing (EDM, SMS, WhatsApp, WeChat, in‑app messaging)
• Data analysis and reporting