Senior Manager - CRM & Insights

Role Objective

The Senior Manager - CRM & Insights leads Link's portfolio-wide CRM and customer intelligence agenda. The role converts Link's business and asset objectives into an integrated strategy, roadmap and investment priorities that grow quality acquisition, engagement, retention, frequency, spend and customer lifetime value.

Acting as a senior strategic advisor, the role brings together shopper behavioural data, customer analytics, lifecycle design, loyalty economics and Martech. The incumbent will align senior stakeholders, build team capability and establish scalable practices that improve shopper value, tenant outcomes and asset performance.

Job Duties

CRM & Loyalty Strategy

• Lead the portfolio CRM and loyalty strategy, translating business priorities into a multi-year roadmap, annual plans, clear KPIs and measurable customer and commercial value outcomes.
• Define priority customer segments, acquisition strategies and value propositions across malls, channels and lifecycle stages, balancing member relevance, tenant value and program economics.
• Lead the design and continuous improvement of acquisition, onboarding, engagement, retention, reactivation and advocacy journeys to increase frequency, cross-mall participation and spend.
• Build robust business cases for loyalty propositions, rewards, benefits and customer investments; quantify incremental value, cost-to-serve, customer lifetime value and expected returns.
• Govern portfolio performance reviews, challenge assumptions and redirect investment or interventions based on evidence.

Customer Insights, Analytics & Foresight

• Partner with Insight lead to help set the customer 360 agenda by framing priority business questions with first-party CRM data, alongside all other quantitative and qualitative research data.
• Lead segmentation, persona and targeting frameworks that become a shared language for Marketing, Asset Management, Leasing and tenant decisions.
• Oversee customer-value analytics, cohort and lifecycle analysis, dashboards and predictive use cases that explain behaviour, size opportunities and guide action.
• Resolve conflicting evidence, challenge established assumptions and translate findings into persuasive recommendations for senior management and investment decisions.
• Advance responsible use of AI-enabled research and analytics, with appropriate privacy, governance, validation and model-risk controls.

MarTech, Reporting & Measurement

• Own business requirements and the capability roadmap for CRM, loyalty, customer data, research, analytics and communication platforms, prioritising needs according to customer and business value.
• Align Marketing, IT, Legal, Risk and vendors on integration, consent, data quality, security, operating processes and user adoption.
• Support customer analytics models: lead scoring, cross-sell/upsell, reactivation, etc. to help maximize shoppers’ spend.
• Establish portfolio KPI definitions, dashboard standards and disciplined review routines covering acquisition, engagement, retention, frequency, spend, value and program economics.
• Deliver regular performance reviews and business impact assessments to senior leadership.

Partnerships, Stakeholders & Team Leadership

• Build a portfolio of strategic loyalty, rewards, tenant and non-tenant partnerships that expands customer value, reach, capability and mutual commercial benefits.
• Act as a trusted, insight-led advisor to senior stakeholders; mobilise cross-functional teams around customer value and resolve competing priorities without relying on authority.
• Lead, coach and develop the CRM & Insights team, setting clear accountability, raising analytical and commercial standards and building future-ready capabilities.
• Manage agencies, technology vendors and data partners through clear briefs, governance, performance standards and commercial discipline.
• Own CRM and partnership budgets; challenge investment cases, manage risks and variances, and reallocate resources as evidence and priorities change.

Requirements

• Bachelor's degree or above in Marketing, Business, Economics, Statistics, Data Science or a related discipline; postgraduate qualification is an advantage.
• Minimum 12 years of progressive experience in CRM & Loyalty, including leadership of complex portfolio or multi-brand initiatives.
• Experiences in consumer-focused sectors such as retail, FMCG, shopping malls, hospitality, financial services, e-commerce or travel highly-preferred.
• Strong command of segmentation, lifecycle management, loyalty economics, latest MarTech trends, AI in CRM and customer-data capabilities.
• Strong business acumen, strategic and analytical thinking
• Experienced people leader with strong judgment, problem-solving, change leadership and a record of building capable, accountable teams.
• Excellent senior stakeholder influence, negotiation, vendor management and presentation skills, with the ability to communicate complex findings clearly.
• Strong command of written and spoken English and Cantonese; Mandarin is an advantage.

Remuneration

We offer a 5-day work week and an attractive remuneration package commensurate to the right candidates with qualifications and working experience. Fringe benefits for staff include annual leave, paternity leave, birthday leave, volunteering leave, medical scheme, life insurance, Employee Unit Purchase Plan and performance-based incentives.

Application

If you resonate with Link's vision and aspire to develop a rewarding career with us, please apply by clicking "Apply Now".

We are an equal opportunity employer. Personal data provided by job applicants will be treated in strict confidence and used strictly in accordance with our Privacy Policy Statement for recruitment purpose only. A copy of the Statement is available on our website (Linkreit.com). Applicants not hearing from us within 6 months may consider their applications unsuccessful.