CRM & Loyalty Executive

Sports Direct is part of Frasers Group, a leading UK-based retail group with a portfolio of internationally recognised brands in sports, lifestyle, and fashion.

Sports Direct Malaysia is currently looking for CRM & Loyalty Executive to join our growing team. 

Sports Direct Malaysia currently operates a total of 41 retail stores domestically and manages a proprietary SportsDirect.com e-commerce site for domestic and regional fulfillment. Sports Direct Malaysia offers over 70 of the leading authentic global sports brands, offering the widest variety of choice and value. The company employs over 1000 staff with a view to expanding rapidly across Asia in the coming years.

We have developed a new generation of stores as part of our multi channel elevation strategy, to enhance the customer experience at every step of the journey. Our focus is on presenting an unrivalled range of quality products at excellent value in a modern spacious environment. The stores are uniquely zoned by key sports categories which include; SD Football, SD Running, SD Training (fitness, cross training, gym equipment, weights, boxing, yoga), SD Rackets (badminton, tennis, squash), SD Swimming (pool, beach, water sports), SD Sports (basketball, rugby, extreme games, cycling, skates & indoor games), SD Lifestyle (Men, Women & Kids) & SD Outdoor (Hiking, trekking, camping & fishing).

• Plan and execute email marketing and loyalty campaigns (promotions, reactivation, lapsed customer recovery, member-exclusive offers) across all channels.
• Set up, test, and deploy campaigns using CRM platforms (e.g., SAP Emarsys, Salesforce, or similar), including audience segmentation, content, scheduling, and experimentation setup.
• Monitor and analyses campaign performance (open rate, CTR, conversion, revenue, unsubscribe, etc.) and provide actionable insights.
• Conduct A/B and multivariate testing across subject lines, creatives, offers, timing, and segments to improve campaign effectiveness and build personalized automation flows.
• Work closely with Marketing, E-commerce, Retail, and Commercial teams to design promotion mechanics that drive member acquisition, retention, and revenue growth.
• Identify and develop partnership opportunities that enhance the loyalty program, including rewards, benefits, and co-marketing collaborations.
• Plan and execute member-focused activations and community initiatives with partners and brands.
• Collaborate with Data/Analytics teams to ensure accurate tracking, reporting, and data-driven decision making.
• Manage and coordinate with service providers and developers to maintain and enhance the loyalty portal, ensuring content and campaigns are accurate and up to date.
• Troubleshoot and coordinate the resolution of any system or operational issues impacting CRM, loyalty programmes, or customer experience.
• Ensure proper handling of customer data in compliance with PDPA and internal data governance standards.

• Bachelor’s degree in business, Marketing, or a related field
• 2 – 3 years experience in CRM, loyalty programs, or commercial / marketing support, preferably within retail, e-commerce, or omnichannel environments, with proficiency in CRM platforms (experience with SAP Emarsys is a strong plus).
• Solid understanding of CRM workflows, automation, EDM execution, and campaign setup.
• Strong data-driven mindset with good analytical and reporting skills. Exposure to GA4 or BI tools (e.g. Power BI), as well as experience working with brand partnerships or voucher-based mechanics, is a plus.
• Comfortable working with external partners, with strong communication, interpersonal skills, attention to detail, and the ability to manage multiple stakeholders proactively.

An OPPORTUNITY like this at Frasers Group is for the FEARLESS!

The potential is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles, you will:                                        

THINK WITHOUT LIMITS, and take the team with you!

BE RELEVANT, to our people, to partners, and to the planet!

OWN IT, and back yourself!