Marketing Manager – CRM

At KFC, we pride ourselves on being original. We even named our recipe after it. But for us, the answer to the question is simple. Be You. Everyone at KFC is different. Unique. It’s what makes us special - our people, The Originals. And we welcome you to join us. Bring your individuality. Bring your grit and energy. Bring your spirit. Your story. Your drive and your passion. Every piece of you. Bring it. Even the parts you don’t like. Because we value our people no matter what. That’s just how our inclusive culture works – everyone has a seat at our table. We’ll feed your potential and we’ll support you to be your best self, to make a difference, and have fun. Together, we can be part of something truly extraordinary. All you have to do is Bring It.

This role requires you to architect and accelerate KFC Thailand’s digital and e-Commerce transformation by scaling the omni-channel loyalty ecosystem and driving digital ordering adoption. You will champion the next-generation consumer experience—utilizing the power of advanced data analytics and CRM platforms to deliver hyper-personalized customer journeys that maximize brand intimacy and long-term retention.

Responsibilities

MAKE A DIFFERENCE... with your role's responsibilities:

Visionary CRM Strategy & Loyalty Ecosystem : •Lead the CRM strategy, long-term vision, and end-to-end execution for KFC Thailand’s Loyalty program to accelerate same-store sales growth, enhance customer retention, and maximize Customer Lifetime Value. •Design and implement tailored lifecycle campaigns to optimize customer acquisition, retention, and win-back strategies.

End-to-End Agile Project Management & Campaign Execution : •Oversee end-to-end project timelines and stage-gate management for all CRM and loyalty initiatives. •Manage technology enablers, commercial business cases, forecasting, and pre/post-campaign research. •Execute campaign roll-outs, develop communication plans, and deliver comprehensive performance analysis and sales reporting for both local leadership and global/regional teams.

Data-Driven Marketing & Personalization: •Utilize advanced CRM platforms and data analytics to drive campaign performance across both Nationwide (NW) and Owned Channels. •Segment customer data to design targeted interventions that effectively stimulate the behavior of heavy, light, and new users based on business objectives.

Franchise Leadership & Cross-Functional Influence: •Influence and align franchisees to embrace the digital transformation journey and actively support loyalty campaigns. •Build and foster collaborative relationships at all levels across cross-functional teams, cultivating an inclusive, team-first culture.

Qualifications

BRING YOUR BEST SELF ... with your top-notch qualifications:

•Minimum master’s degree in marketing, Business Administration, Data Analytics or a highly quantitative field. •Professional Experience: Minimum 5+ years of proven success in CRM, Loyalty Management, or Digital E-commerce within Retail, FMCG, or hyper-growth digital environments. •Digital Expertise: Proven track record in developing marketing plans for delivery businesses, e-commerce platforms, or new digital initiatives that successfully scale transactions and revenue. •Analytical Skills: Strong experience in leveraging data analytics and business intelligence tools to build CRM models and support channel growth strategies. •Stakeholder Master: Outstanding communication and interpersonal skills, with a proven ability to diplomatically influence franchise partners and cross-functional leadership. •Resilient & Curious: An energetic professional with a growth mindset, eager to tackle complex market challenges and experiment with new technologies. •Core Competencies: Robust business acumen, stellar multitasking abilities, and strong management skills. •Language Proficiency: Fluent and highly effective in both written and spoken English and Thai. •Technical Literacy: Proficient in Microsoft Office (Word, Excel, PowerPoint, Outlook), Power BI, Braze and other related tools. •Prior experience in the QSR sector, food retail, or hyper-growth e-commerce platforms is highly regarded

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