CRM Manager (Retention Focus)

About the role

FNKT Hospitality operates a portfolio of neighbourhood cafés, casual dining concepts and a fast-casual hawker-style brand serving CBD lunch crowds and weekend brunch guests across central and heartland locations. We are scaling our digital and loyalty capabilities to increase repeat visits, boost frequency and deepen guest relationships across dine-in, delivery and app channels.

The CRM Manager (Retention Focus) will lead end-to-end retention strategies — from segmentation and lifecycle journeys to loyalty mechanics and measurement. You will work closely with marketing, ops, product and our POS/tech partners to execute campaigns (email, SMS, in-app, push) and translate data into actionable roadmap items. This role offers the chance to shape a loyalty-first approach across multiple outlets and grow into a senior growth marketing function.

You will be joining a fast-moving team that values operational pragmatism and measurable outcomes. If you enjoy turning customer data into repeatable, revenue-driving programs and collaborating with store teams to land campaigns on the ground (redemption flows, promotions and staff training), this is a hands-on senior role with clear impact and progression opportunities.

About FNKT Hospitality

FNKT Hospitality is a Singapore-based F&B group operating cafés, a hawker-style fast casual brand and casual dining outlets across the CBD and key heartland malls. We combine local favourites with contemporary comfort food and are focused on building a digital-first guest experience and loyalty ecosystem.

What you can expect

• Multi-concept group with strong regular customer base (CBD lunches, weekend brunches)
• Hybrid working model for corporate roles with regular in-store collaboration
• Opportunity to lead loyalty and retention strategy from the ground up
• Staff meals and generous employee discounts across all outlets

Key responsibilities

• Define and execute a retention-first CRM strategy across email, SMS, push and in-app channels targeting dine-in, delivery and loyalty members
• Build and maintain automated lifecycle journeys (welcome, win-back, reactivation, VIP) and ensure correct data flows from POS and app
• Segment customers by behaviour (RFM, recency, frequency, spend) and design personalised offers to increase repeat visits and average spend
• Plan and own the CRM campaign calendar; coordinate creative, promotions and operations for smooth execution and redemption
• Run A/B and multivariate tests to optimise subject lines, send times, creative and offer structures; implement learnings
• Monitor and report on retention metrics (churn, repeat purchase rate, CLTV) and provide weekly/monthly insights and recommendations
• Manage CRM platform relationships and vendor partners (implementation, roadmap, data integrations)
• Train and brief store teams on loyalty mechanics, redemptions and customer-facing activations to ensure campaigns are executed on-site

Requirements

• Minimum 3 years' hands-on CRM, retention or lifecycle marketing experience, ideally in F&B, hospitality or retail
• Proven track record improving retention metrics (repeat purchase, retention rate, CLTV) through automated journeys and segmentation
• Practical experience with CRM/marketing automation platforms (e.g. Klaviyo, Braze, Salesforce Marketing Cloud or equivalent)
• Strong analytical capability — comfortable working with data, building segments and running basic SQL queries or using BI tools
• Excellent copywriting and campaign execution skills with a strong attention to detail
• Project management skills and experience coordinating cross-functional stakeholders (marketing, ops, product, vendors)
• Flexible and available to support campaign launches which may require evening or occasional weekend coordination
• Eligible to work in Singapore

How to apply

Apply online at https://fnkt.com/jobs/crm-manager-retention/ or email your CV and a brief note about your CRM experience to [email protected] with the subject 'CRM Manager (Retention Focus) application'.