CRM Manager

ABOUT KFC

Colonel Harland Sanders opened the first KFC in Corbin, Kentucky, in 1938. He started with one restaurant, 11 herbs and spices, and an idea. From there, our incredible brand and product grew to what it is today. KFC is one of the five brands operated by our parent company, Yum! Along with Pizza Hut, Taco Bell, The Habit Burger Grill and recently added Heartstyles.

KFC first came to Vietnam in 1997 with our first restaurant in Super Bowl, Ho Chi Minh City. Today, we are the biggest business in the fast-food industry in Vietnam, with more than 200 restaurants run and 5,000 restaurant team members. The Restaurant Support Centre (RSC) is located at the Bluesky office, Tan Binh District near Tan Son Nhat Airport.

POSITION SUMMARY

Role Title: CRM Manager

Department: E-Commerce

Section:CRM

Report to: E-Commerce Director.

Role Purpose:

The CRM Manager rolewill lead the customer relationship strategy across KFC Vietnam to drive customer engagement, retention, and sales growth. You will own the development, execution, and optimization of multi-channel CRM campaigns, leveraging data insights to create personalized and seamless customer experiences both online and in-store.

Key Responsibilities:

Strategy & Planning

• Develop and implement the CRM strategy aligned with brand objectives and business goals.
• Build segmentation models to target customers with relevant messages at each stage of the lifecycle.
• Plan and manage annual CRM calendar, ensuring integration with digital, social, loyalty, and in-store activities.

Campaign Management:

oLead end-to-end execution of CRM campaigns via SMS, Email, App push notifications, and other platforms.

oWork with internal teams and external agencies to develop creative content, offers, and messaging.

oTest and optimize campaigns continuously (A/B testing, personalization, timing, etc.).

Customer Data & Insights

oManage and analyze the customer database (loyalty program, app users, purchase history).

oDerive actionable insights on customer behavior, retention, and churn patterns.

oCollaborate with BI/Data team to build dashboards and reports for performance tracking.

Loyalty Program

oManage and enhance the KFC loyalty program (if applicable), focusing on growth, engagement, and ROI.

oDevelop attractive reward mechanics and exclusive offers to increase frequency and spend.

oMonitor program KPIs and recommend improvements.

Cross-Functional Collaboration

oPartner with Operations, IT, and Digital teams to ensure CRM initiatives are effectively integrated across channels.

oSupport the New Product Launches and promotions with relevant CRM support.

oCollaborate with Store Marketing to localize campaigns if needed.

Professional Skills:

• Bachelors degree in Business, Marketing, E-commerce, or a related field;
• Minimum of 5 years of experience in CRM, Loyalty, or Customer Lifecycle Management in F&B, Retail, or E-commerce.

Competent in using CRM tools (e.g., Salesforce, MoEngage, CleverTap) and campaign management platforms.

• Strong project management skills and ability to coordinate cross-functional teams.

Key Experiences:

Proven track record of working under pressure/to tight deadlines.

Experience in working with relevant stakeholders.

Excellent presentation & communication skills

Budget Management.

Fluent in English.

KFC Vietnam is an equal opportunity employer. We encourage applications from candidates of all backgrounds and experiences.

Disclaimer: This job description may not be a complete description of all the jobs and may be changed from time to time at the discretion of the management. It is intended to convey information essential to understanding the scope of the role. It is not intended to be an exhaustive list of skills, efforts, duties, responsibilities, or working conditions associated withtheposition.