Assistant Manager - Corporate CRM

Date: 5 Mar 2026

Location: Kuala Lumpur

Company: Shiseido

POSITION SUMMARY

As the Assistant Corporate CRM Manager, you will play a critical role in strengthening the company’s consumer engagement and data-driven marketing strategy. This role is responsible for translating consumer data into actionable insights that enhance customer lifecycle management, CRM performance, and omnichannel engagement across both retail and e-commerce environments.

You will be accountable for preparing regular reports, disseminating insights to relevant stakeholders, and ensuring data‑driven strategies are effectively adopted throughout the organization. You will analyse consumer behaviour across multiple touchpoints, including brick-and-mortar retail, e-commerce, and CRM communication channels, to identify opportunities to drive customer acquisition, retention, and loyalty. Your insights will help guide marketing teams in developing more targeted campaigns, improving customer lifetime value, and optimizing CRM performance. Acting as the primary liaison with the regional office, you will coordinate information flow, support regional requests, and manage cross‑market projects in a timely and accurate manner.

Working closely with internal stakeholders and the regional team, you will ensure consumer insights are effectively communicated and integrated into marketing strategies. You will also lead research initiatives, oversee PDPA and consumer data governance compliance, and drive best practices in CRM and LMS platform adoption across the organization.

KEY RESPONSIBILITIES

CRM & Data Lead

Analyse consumer data to identify opportunities to grow the existing customer base and improve CRM performance across retail and e-commerce channels.
Drive improvements in key CRM and retail KPIs, including customer reactivation, purchase frequency, Average Transaction Value (ATV), Items per Transaction (IPT), and Customer Lifetime Value (CLTV)
Identify opportunities to recruit new and younger consumers while expanding the brand’s reach to a broader Malaysian audience.
Provide insights into consumer purchase behaviour, lifecycle trends, and product affinities across categories and channels.
Maintain accurate and actionable consumer segmentation frameworks to support personalized marketing campaigns and CRM activations.
Partner with brand marketing teams to translate data insights into targeted CRM campaigns and consumer engagement strategies.
Conduct training sessions to enhance teams’ understanding of CRM dashboards, data interpretation, and performance metrics.
Develop clear and impactful presentations tailored for different stakeholders, from operational teams to senior leadership.
Deliver regular CRM performance reports with actionable recommendations to optimize marketing and campaign outcomes.

Insights & Strategy Development

Act as a data-driven advisor on consumer analytics and CRM strategy across brands and channels.
Identify opportunities where advanced analytics can support business growth, including:

Customer retention and lifecycle management
Reactivation of dormant consumers
Improved targeting and segmentation strategies
Optimization of communication frequency and touchpoints
Maximizing ROI from CRM communications and campaigns

Support and lead analytical initiatives including:

CRM reporting and performance analysis
Consumer and market research
Loyalty program analytics
E-commerce performance insights

Integrate data from multiple sources including CRM platforms, e-commerce analytics, market intelligence, and consumer insights to develop a holistic view of customer behaviour.
Build strong cross-functional partnerships with Marketing, IT, Finance, Legal, and Retail teams to ensure data-driven decision making across the organization.
Serve as the key liaison with the regional CRM and data teams, ensuring timely reporting, alignment on strategic initiatives, and successful execution of cross-market projects.

KNOWLEDGE, SKILLS, AND EXPERIENCE

At east 4 years of CRM, consumer analytics, or data-driven marketing experience, preferably within beauty, luxury, or FMCG industries.
Strong understanding of omnichannel consumer journeys, including retail, e-commerce, and CRM engagement channels.
Experience working with CRM platforms, loyalty programs, and consumer databases.
Strong analytical mindset with experience translating data into business insights and marketing strategies.
Excellent presentation and storytelling skills, with the ability to communicate insights to both operational teams and senior stakeholders.
Strong stakeholder management skills with experience working across cross-functional and regional teams.