Marketing Manager – CRM

Yum! Center for Global Franchise Excellence

Lead CRM strategy and digital transformation for KFC Thailand e-commerce platforms. Focus on customer retention and driving digital transactions through advanced data analytics.

Posted 7/15/2026full-time🇹🇭 ThailandMid-LevelSeniorWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in CRM and loyalty management, leveraging advanced data analytics and business intelligence tools to drive digital transformation and enhance customer experiences. Proven ability to develop and execute marketing strategies that optimize customer acquisition and retention in e-commerce environments.

Highest-signal resume keywords

CRM ManagementDigital E-Commerce StrategyData AnalyticsCampaign Performance AnalysisFluent in English and Thai

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Data AnalyticsCRM PlatformsLoyalty ManagementMarketing Strategy DevelopmentCustomer Segmentation

Soft Skills

Outstanding CommunicationInterpersonal SkillsInfluencing SkillsMultitasking AbilitiesGrowth Mindset

Tools & Technologies

Microsoft OfficePower BIBraze

Certifications & Qualifications

Master’s Degree in MarketingMaster’s Degree in Business AdministrationMaster’s Degree in Data Analytics

Industry Keywords

RetailFMCGQSR SectorE-CommerceDigital Transformation

About the role

Key responsibilities & impact

Architect and accelerate KFC Thailand’s digital and e-Commerce transformation by scaling the omni-channel loyalty ecosystem and driving digital ordering adoption.
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.
Lead the growth and performance of KFC Thailand’s own channel e-commerce platforms (website & mobile app) and drive digital transactions, customer experience, and profitability.
Design and implement tailored lifecycle campaigns to optimize customer acquisition, retention, and win-back strategies.
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.
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.
Influence and align franchisees to embrace the digital transformation journey and actively support loyalty campaigns.

Requirements

What you’ll need

Minimum master’s degree in marketing, Business Administration, Data Analytics or a highly quantitative field.
Minimum 5+ years of proven success in CRM, Loyalty Management, or Digital E-commerce within Retail, FMCG, or hyper-growth digital environments.
Proven track record in developing marketing plans for delivery businesses, e-commerce platforms, or new digital initiatives that successfully scale transactions and revenue.
Strong experience in leveraging data analytics and business intelligence tools to build CRM models and support channel growth strategies.
Outstanding communication and interpersonal skills, with a proven ability to diplomatically influence franchise partners and cross-functional leadership.
An energetic professional with a growth mindset, eager to tackle complex market challenges and experiment with new technologies.
Robust business acumen, stellar multitasking abilities, and strong management skills.
Fluent and highly effective in both written and spoken English and Thai.
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.

Benefits

Comp & perks

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.