CRM Executive

Duties & Responsibilities:

This is a challenging yet rewarding cross-functional role spanning CRM operations, loyalty programme management, and customer data analytics. The CRM Executive plays a pivotal role in supporting the day-to-day operations and continuous improvement of the Salesforce CRM and MyMillennium loyalty platforms.

This role focuses on monitoring loyalty programme performance, maintaining data integrity, supporting campaign execution, analysing customer and transaction data, and delivering actionable insights to improve member engagement and business outcomes. The CRM Executive will also be responsible for supporting CRM enhancements, system testing, property onboarding activities, and ensuring routine reporting, reconciliation, and operational processes are maintained.

Key responsibilities

1. CRM Operations & Loyalty Administration

• Monitor daily CRM and loyalty operations and resolve transaction, profile, points, and programme-related issues.

• Perform data validation, reconciliation, and cleansing across CRM and loyalty platforms.

• Support maintenance of loyalty programme rules and qualification logic.

• Coordinate issue resolution with internal teams and external vendors.

2. Reporting, Analytics & Insights

• Develop and maintain CRM dashboards and recurring reports using Salesforce, Power BI, and Excel.

• Analyse loyalty performance, member engagement, campaign results, and customer behaviour.

• Support customer segmentation and ad hoc analysis.

• Validate data accuracy across CRM, PMS, POS, and digital channels.

3. Campaign & Customer Engagement Support

• Assist in building audience segments for marketing campaigns.

• Validate customer journeys, campaign triggers, and loyalty qualification rules.

• Track campaign performance and provide reporting and insights.

• Support personalisation and customer lifecycle initiatives.

4. Testing & System Enhancement

• Prepare test scenarios and data for CRM enhancements and integrations.

• Execute User Acceptance Testing (UAT) and document test results and defects.

• Support system releases, bug fixes, and enhancements.

• Maintain relevant testing, release, and user documentation.

5. Property Onboarding & Integration

• Support the onboarding of new hotels into CRM and Loyalty programmes.

• Validate PMS integrations, mapping files, and source system data.

• Coordinate testing and implementation activities with relevant stakeholders.

• Maintain onboarding documentation and SOPs.

6. Vendor & Stakeholder Coordination

• Coordinate with internal stakeholders and external vendors on operational and project activities.

• Monitor support tickets and follow up on issue resolution.

• Support project meetings, action tracking, audit, and compliance documentation.

Experience & Skills

• Bachelor's degree or equivalent in Business Analytics, Marketing, Data Analytics or related discipline

• 1-2 years of experience with major digital marketing platforms and CRM platforms such as Salesforce, HubSpot, Adobe etc.

• Experience in data analytics tools such as Excel, PowerBI and SQL

• Familiar with CRM campaign operations and testing methodologies

• Strong analytical and problem-solving skills

• Excellent attention to detail

• Ability to present findings and recommendations to stakeholders in a clear manner

• Strong communication and collaboration across internal stakeholders

• Strong time management skills, being able to handle tasks independently and shuffle between projects while maintaining a meticulous eye for details