Position
CRM & Lifecycle Marketing Specialist
Division
Digital Marketing
Group Function
Group of Digital Marketing
Work Location
Phra Khanong, Bangkok
Key Responsibilities
CRM & Customer Data Strategy
• Lead CRM and customer data transformation initiatives across Retail, E-commerce, and Membership platforms.
• Audit, consolidate, and improve customer data quality by eliminating duplicate, incomplete, and inactive records (“Ghost Data”).
• Establish governance protocols and best practices for customer data collection, segmentation, and database hygiene.
• Work closely with the Digital Transformation team and external vendors to improve CRM infrastructure, integrations, and customer visibility across touchpoints.
Lifecycle Marketing & Omnichannel Journey
• Develop and optimize end-to-end customer lifecycle journeys across: Acquisition, Welcome & Onboarding, Engagement, Retention, Re-activation / Win-back.
• Ensure synchronization between E-commerce behavior, Retail purchase history, Membership activity, and CRM communication flows to avoid fragmented or conflicting messaging.
• Design automated customer journeys and trigger-based campaigns to improve conversion and retention performance.
Email Marketing & Communication Strategy
• Lead the overall Email Marketing strategy for both global and local audiences, ensuring communication aligns with Jim Thompson’s premium lifestyle brand positioning.
• Develop monthly CRM communication plans and content calendars across Email, LINE OA, WhatsApp, and other owned channels.
• Oversee EDM planning and execution, including: New Arrivals, Membership campaigns, Seasonal campaigns, Retention and reactivation programs
• Optimize customer journeys through segmentation, personalization, A/B testing, and performance analysis.
• Work closely with the Marketing team to ensure all CRM communications maintain luxury editorial standards and consistency.
LINE OA & Messaging Ecosystem Management
• Lead and optimize Jim Thompson’s LINE OA ecosystem for the Local Living customer segment.
• Manage Broadcast campaigns, Rich Menu strategy, Customer segmentation, CRM automation opportunities and Membership communication journeys
• Explore future opportunities across WhatsApp and conversational CRM platforms.
Customer Analytics & CRM Performance
• Conduct customer and cohort analysis to identify retention opportunities, purchasing behavior, and high-value customer segments.
• Monitor and report CRM performance metrics including: Customer Lifetime Value(CLV), Repeat Purchase Rate, Active vs. Churned Users, Database Growth & Health, Campaign ROI & Revenue Contribution
• Translate customer insights into actionable business and marketing recommendations.
Cross-functional Collaboration
• Act as the key CRM lead across Retail, E-commerce, Marketing, Customer Service, and Digital Transformation teams.
• Coordinate with external agencies and CRM technology partners where required.
Requirements
• 5–8 years of experience in CRM, Lifecycle Marketing, Digital Marketing, or Customer Retention roles.
• Proven experience driving customer retention, loyalty, and repeat purchase growth in premium, luxury, retail, fashion, hospitality, or lifestyle brands.
• Strong understanding of CRM lifecycle strategy, customer segmentation, and omnichannel communication planning.
• Hands-on experience with Email Marketing platforms, CRM automation, and customer journey orchestration.
• Experience with CRM platforms such as Zoho CRM, Salesforce Marketing Cloud, HubSpot, Klaviyo, or similar platforms.
• Experience managing LINE OA, CRM communication planning, and marketing automation programs.
• Strong analytical mindset with the ability to interpret customer data and transform insights into actionable growth strategies.
• Excellent project management and stakeholder management skills across cross-functional teams.
• Experience working with both local and international customer audiences.
• Strong communication and presentation skills with the ability to present strategic recommendations to senior leadership.
