CRM and Loyalty Manager

Job summary

Lead the way in designing member journeys, deploying loyalty solutions, and optimising communication workflows across multiple markets.

CANDIDATE REQUIREMENT

· Proven experience in CRM, lifecycle marketing, or retention management, preferably in multi-brand or regional contexts.

· Strong knowledge of automation tools, CRM systems, and loyalty platforms.

· Excellent stakeholder management skills, with the ability to brief, onboard, and align diverse teams.

· Ability to deliver regular training programs to large groups, including franchisees and front-line staff.

· Data-driven mindset with strong analytical skills and the ability to translate insights into actionable strategies.

· Strong project management skills, with experience in coordinating multi-market campaigns.

· Leadership experience with the ability to guide and mentor team members.

· Prior experience with GoHighLevel is a strong plus but not mandatory.

· Bonus: A passion for fitness and wellness

ROLES & RESPONSIBILITIES

1. Member Lifecycle and Retention Strategies

· Design, implement, and manage lifecycle and retention strategies across Inspire Brands Asia brands, covering onboarding, engagement, reactivation, and loyalty programs.

· Map and continuously refine the end-to-end member journey for all brands, identifying key touchpoints and opportunities for deeper engagement.

· Champion the member experience in all lifecycle initiatives, ensuring strategies deliver tangible value and long-term loyalty.

1. Lead Nurturing and Conversion Optimisation

· Develop and implement workflows that nurture leads, driving them through the sales funnel and increasing lead-to-appointment conversion rates.

· Design re-engagement campaigns for dormant or lapsed leads to reintroduce them to brand offerings.

· Establish KPIs for lead nurturing workflows and optimise performance through data-driven testing and iteration.

1. Omnichannel Messaging & Workflow Automation

· Architect, deploy, and optimise communication workflows that automate personalised messaging across multiple channels (email, SMS, WhatsApp, push, in-app).

· Develop branching communication flows that adapt based on member behaviour, engagement, and lifecycle stage (e.g., onboarding drip campaigns, win-back campaigns, referral triggers).

· Ensure seamless integration of messaging automation with CRM and loyalty platforms to align with our business goals.

1. Systems & Account Management

· Act as the primary account manager for lifecycle-related platforms (CRM, AF Rewards, automation systems, etc.), liaising with vendors, internal stakeholders, and regional teams.

· Conduct monthly onboarding and training sessions for franchisees, club staff, and internal staff on lifecycle tools, AF Rewards, CRM platforms, automation workflows, and other related platforms to drive effective adoption and usage.

· Manage the setup, maintenance, and optimisation of CRM, loyalty, and other related platforms to support lifecycle strategies.

· Act as the primary point of contact for CRM system issues, coordinating with vendors and internal teams for resolutions.

· Proactively recommend and deploy lifecycle and loyalty solutions (e.g. AF Rewards) to address stakeholder needs and deliver measurable business value.

1. Leadership and Collaboration

· Supervise and mentor employees of the Lifecycle and Retention team, providing guidance on workflow implementation, campaign execution, and operational tasks.

· Act as the key liaison for lifecycle marketing efforts, supporting collaboration across departments in Inspire Brands Asia to achieve business goals.

1. Data-driven Insights and Optimisation

· Analyse member and campaign data to uncover actionable insights for improving retention and engagement.

· Regularly present lifecycle performance updates and recommendations to senior leadership.

· Monitor CRM data integrity and ensure accurate usage of consumer data across all brands and platforms.

· Establish benchmarks for retention and loyalty KPIs (e.g., visit frequency, churn rates, engagement rates) and drive continuous improvement.