Customer Relationship Management (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: Omni Channel

Section:CRM

Report to: Omni Channel Director.

Role Purpose:

CRM Manager will lead the activation of KFC Vietnams Customer Relationship Management (CRM) and Loyalty Program to transform the way we engage, retain, and grow our customer base across online and offline channels. This is a hands-on role for a CRM leader who can turn data into strategy, campaigns into business impact, and customer touchpoints into meaningful relationships

Key Responsibilities:

CRM Strategy & Execution

• Develop and implement the Martech integration & 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.

Loyalty Program Management

oManage and enhance the KFC loyalty program, focusing on growth, engagement, and ROI.

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

oWork with cross-functional teams to ensure smooth reward experience (online & in-store).

oMonitor program KPIs and recommend improvements.

Campaign Management:

oLead end-to-end execution of CRM/Loyalty campaigns via SMS, Email, App push notifications, other platforms & cross-functional teams & stakeholders.

oCreate personalized content/offers across email, SMS, app push, and in-app messaging.

oImplement A/B testing and monitor uplift in conversion, engagement, and revenue.

Performance Monitoring & Reporting

oDefine CRM KPIs and campaign performance metrics.

oBuild reporting dashboards to track retention, redemption, engagement, and revenue contribution.

oTranslate data insights into actionable recommendations.