CRM & Loyalty Manager

About us

Love, Bonito is Southeast Asia’s leading womenswear brand, built with a mission to empower women to find confidence through style. Incorporated in 2010 in Singapore, we’ve since grown from a humble online startup into a multi-channel business with over 20 stores and counting across Asia and a thriving online presence.

For the next decade, we are looking to expand through new categories, markets, wholesale partnerships, and brand acquisitions. We are evolving into a next-generation regional consumer group — one that blends heart with performance, and creativity with technology.

At our core, we’re a team of builders, dreamers, and doers who believe culture is more than words on a wall — it’s how we show up every day. We move fast, stay curious, and take bold bets on ideas and people we believe in. Here, you’ll find a community that challenges you to grow, trusts you to lead, and celebrates you for being you. Together, we’re shaping the future of Asian brands — from right here in Southeast Asia, to the world.

Why join us?

At Love, Bonito, you’ll do more than just a job — you’ll help build a movement. We’re creating an organization that’s lean, bold, and full of heart — where every person has the space to make an impact. Here’s what you can expect:

• Purpose with performance: We’re building a world-class Asian brand that competes globally. We hold ourselves to high standards and operate with purpose, integrity, grit and excellence. Join us if you take customer service excellence seriously and are passionate about creating real impact!

• Growth that’s real: We are known to be incredibly dynamic and fast-paced. You’ll be expected to learn fast, stretch beyond your comfort zone, and work alongside people who challenge and support you in equal measure. Don’t join us if you’re looking for a comfortable, fully structured setup, but do join us if you’re excited to build, shape, and make an impact together!

• Culture at our core: If you’re looking for a no-corporate-BS environment, you’ll fit right in. We lead with empathy, celebrate individuality, and believe that great work comes from trust, not titles. We believe in teamwork and effective collaboration - because when we run together, we go further. If this speaks to your values, come join us and be part of #TeamLB!

Join us as we redefine what it means to build an enduring global consumer group.

About the role

We are looking for a CRM & Loyalty Manager to own how we talk to and reward our customers. Reporting directly to the CEO, you'll lead a lean team of three, and turn customer data into campaigns, rewards, and decisions that drive engagement, retention, and lifetime value.

Main responsibilities

1. CRM Communications

• Own the CRM communications strategy and calendar

• Build and manage campaigns to drive acquisition, retention, and LTV

• Drive segmentation, personalisation, and A/B testing to improve open, click, and conversion rates

2. Mobile Engagement

• Own the mobile communications strategy and calendar

• Build and manage mobile campaigns to drive acquisition, retention, and LTV

• Drive segmentation, personalisation, and A/B testing to improve open, click, and conversion rates

3. Loyalty Programme

• Own the loyalty programme strategy end to end — enrollment, tiering, rewards, and redemption

• Design and launch new perks, rewards, and experiences that increase engagement and repeat purchase

• Track programme performance (enrollment, redemption, incremental revenue) and iterate based on results

• Manage the loyalty platform vendor relationship and lead evaluations of new capabilities

4. Customer Insights

• Analyse customer data — behaviour, purchase, and engagement — to generate insights that inform CRM, loyalty, and broader marketing decisions

• Build customer segmentation and journey mapping to sharpen targeting across channels

• Run surveys, focus groups, and voice-of-customer programmes to deepen the company's understanding of customer needs

• Partner cross-functionally to embed customer insights into product, merchandising, and marketing strategy

5. Reporting & Budgeting

• Report CRM and loyalty performance against KPIs — acquisition, retention, engagement, and programme ROI

• Manage the team's budget, with full accountability for allocation across CRM and loyalty priorities

6. Technology, Automation & AI

• Manage the CRM and push platforms, and maximize martech tools to strengthen automation and targeting

• Utilize technology and AI with the goal of improving efficiency whether across driving revenue optimization or automation

7. Team & Stakeholder Management

• Lead and coach a team, owning goal-setting, performance management, and capability development

• Own CRM and loyalty KPIs — acquisition, retention, engagement, and programme ROI

• Represent CRM and loyalty priorities into broader marketing and leadership planning

• Manage vendor and agency relationships supporting CRM and loyalty execution

What success looks like in 6 months

• CRM communications run on a consistent, optimised calendar, with operational efficiency, with a measurable lift in engagement

• The loyalty programme has a clear roadmap

• Customer insights is feeding directly into marketing and business decisions

Main KPIs

• Customer retention, engagement, lifetime value

• Loyalty programme enrollment, redemption, and incremental revenue

• Campaign performance (open, click, conversion) across CRM channels

• Mobile MAU

Requirements

Qualifications

• 5+ years of experience in a CRM role, preferably in retail or e-commerce

• Hands-on experience with CRM/marketing automation platforms (we use Braze)

• Experience in driving mobile engagement

• Experience managing a loyalty or membership programme

• Experience leading and developing a team

• Analytical and proficient in SQL

What sets you apart

• You're equal parts strategist and executor — as comfortable building the loyalty roadmap as you are debugging a campaign send

Who will not be a fit

• Anyone who wants to set strategy without owning execution

How we work

• Clarity over complexity

• Fewer, bigger bets

• Hands-on, accountable leadership

• Open challenge, fast decisions