Assistant Director, CRM Projects & Operations

ROLES & RESPONSIBILITIES

1.    Product Ownership of FRx Rewards Ecosystem

a.    Act as Product Owner for FRx platforms, owning the end-to-end product strategy, roadmap, and delivery of the FRx platform across app, CRM, websites and partner ecosystem.

b.    Collaborate with CRM Marketing team to drive member acquisition, activation, and retention, delivering sustained growth in MAU and member spend.

c.    Lead the evolution of FRx into a unified rewards and payments ecosystem, including points as a spendable currency.

d.    Oversee strategic partnerships to expand the FRx rewards ecosystem, enhancing touchpoints and driving wider acceptance.

2.    CRM Operations & Digital Project Management

a.    Lead the CRM Projects and Operations team to ensure seamless programme execution, service excellence, and operational efficiency across all FRx initiatives.

b.    Oversee the end-to-end customer journey design and optimisation, identifying key moments that drive satisfaction, engagement, and loyalty.

c.    Drive the planning, execution, and delivery of digital and CRM-related projects, ensuring alignment with business objectives, timelines, and budgets.

d.    Manage cross-functional collaboration with internal stakeholders and external vendors to deliver scalable digital solutions and enhancements across the FRx ecosystem.

e.    Establish robust project governance, tracking, and reporting frameworks to ensure timely delivery, risk mitigation, and continuous improvement.

f.    Leverage data insights and customer feedback to continuously refine operations, optimise processes, and enhance overall programme effectiveness.

3.    Management of FRx Gift Card (FGC) Program 

a.    Liaise with Partnerships team to drive the commercial strategy and sales performance of the FGC programme across B2C and B2B channels.

b.    Strengthen corporate client engagement and retention, driving repeat purchases and long-term value.

c.    Lead end-to-end operational excellence, including reimbursement cycles, reconciliation, and governance.

4.    Governance, Risk & Compliance

a.    Oversee audit, data protection, IT governance and regulatory compliance across all FRx and FGC operations.

b.    Ensure strong SOPs, controls and documentation to achieve consistent positive audit outcomes.

c.    Partner with internal stakeholders (Legal, Risk, IT, DPO) to mitigate risks and uphold governance standards.

5.    People Leadership & Team Management

a.    Lead and integrate CRM Projects and Operations team into a high-performing, cohesive unit.

b.    Build strong capabilities across rewards, data, operations and customer experience.

c.    Develop talent through structured coaching, capability building, and succession planning.

d.    Foster collaboration across internal stakeholders, vendors, and mall teams.

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