Loyalty Program 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 Customer Relationship Management & Loyalty Executive to join our growing team. 

Sports Direct Malaysia currently operates a total of 40 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).

CRM, Loyalty & Membership Growth

• Manage and optimise Sports Direct & USC membership and loyalty programs across all touchpoints.
• Manage EDMs, customer segmentation, lifecycle and loyalty campaigns, and the day-to-day operations of the membership program, including campaign execution, voucher setup, and member communications.
• Support initiatives to grow the member base, improve retention, and increase customer lifetime value (CLV), working closely with e-commerce, marketing, analytics teams, as well as internal stakeholders and external partners to optimise performance and deliver loyalty activations and promotions.
• Understand brand-specific promotion mechanics and campaign structures (Sports Direct & USC) and ensure accurate implementation across EDMs, member portal, and CRM communications.

Partnerships & External Collaboration

• Manage and work closely with external partners and third-party service providers, acting as the PIC for partnership and member-related initiatives.
• Source and propose new partnership opportunities that add value to the membership program, including planning and running member-related community events in collaboration with external parties or brand partners, and coordinating related activations, rewards, and benefits within CRM and loyalty campaigns.

Member Portal & Technical Management

• Work with service providers and developer teams to continuously upgrade and enhance the member portal, ensuring content, campaigns, and promotions are accurate and up to date.
• Identify, escalate, and support the resolution of technical or system-related issues affecting CRM, loyalty operations, or overall member experience.

Data Management & Reporting

• Take a data-driven approach to CRM and loyalty campaign planning and optimisation, tracking performance across member growth, engagement, retention, and CRM-driven revenue.
• Provide weekly CRM & loyalty performance reports with clear insights to update stakeholders and ensure KPIs are met.
• Manage customer data responsibly and ensure full compliance with PDPA, data governance standards and other corporate governance.

• 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!