Overview
Omnichannel & CRM Manager Jobs in WP. Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia at Bonia Corporation Berhad
Title: Omnichannel & CRM Manager
Company: Bonia Corporation Berhad
Location: WP. Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
As the Omnichannel & CRM Manager, you will be the architect of how our customers experience our brands (Bonia and Braun Buffel), whether they're shopping in-store in KL, browsing our e-commerce platform at midnight, or reaching out to us on WhatsApp. You'll build the systems, strategies, and team culture that turn one-time buyers into brand advocates.
CRM & Loyalty
• Develop CRM strategy and manage loyalty program design, tiering, and benefits.
• Create lifecycle campaigns (acquisition, onboarding, retention, reactivation) across channels: email, SMS, app push, WhatsApp, Messenger, etc.
• Segment customers by RFM, CLV, and demographics to personalize marketing and service.
• Ensure compliance with PDPA and data privacy rules.
Customer Service & Experience
• Manage customer service channels: call, email, live chat, WhatsApp, social DMs, Marketplace DMs (Shopee, Lazada, Tiktok, etc.) and in-store escalations.
• Establish SOPs and service standards aligned with premium brand positioning.
• Recruit, train, and manage a customer service team.
• Implement service recovery protocols to turn negative experiences into retention opportunities.
• Track and report on service KPIs: response time, resolution time, CSAT, NPS, complaint ratios.
• Oversee after-sales service processes (e.g. repairs, warranties, returns) to ensure consistency with brand promise.
Omnichannel Operations
• Working closely with both online and offline teams to roll out and optimize omnichannel services: click-and-collect, ship-from-store, client-telling, and unified loyalty.
• Partner with IT/Tech to integrate POS, ERP, CRM, and e-commerce for single-customer view.
• Drive adoption of omnichannel tools by retail staff and track usage KPIs.
Analytics & Reporting
• Build dashboards (working with both internal and external resources) that unify CRM, omnichannel, and customer service KPIs for management.
• Analyze customer feedback trends to propose actionable improvements across business units.
• Benchmark against other premium fashion/luxury retailers in the region.
Collaboration
• Partner with Retail Ops and Training teams to embed client-telling & service culture in frontline teams.
• Work with Marketing & E-commerce to design seamless online-to-offline journeys.
• Align with key stakeholders on loyalty costs, service cost-per-contact, and ROI of customer nitiatives.
Requirements
• Bachelor's degree in Marketing, Business, or related field; MBA is an advantage.
• 6–10 years of relevant experience, with at least 2 years in a managerial capacity in premium fashion, luxury retail, F&B, or hospitality preferred (brand sensitivity matters here).
• Hands-on experience managing a CRM platform, designing or revamping loyalty programs, including tiering structure and benefit economics.
• Proficiency in customer segmentation using RFM, CLV modelling, and cohort analysis.
• Experience executing lifecycle campaigns across email, SMS, push, and messaging apps (WhatsApp, Messenger).
• Experience building or managing a multi-channel customer service function (not just overseeing an outsourced vendor).
• Experience setting and managing service KPIs: CSAT, NPS, first-response time, resolution rate.
• Working knowledge of how POS, ERP, CRM, and e-commerce systems integrate, doesn't need to be a developer but able to hold IT vendors accountable.
• Experience rolling out omnichannel retail features (click-and-collect, ship-from-store, or similar) is a strong plus.
• Ability to independently build reports and dashboards (Power BI, Tableau, Looker, or even advanced Excel/Google Sheets).
