Manager, Customer Relationship Management & Loyalty Marketing

Under Armour

  • Singapore
  • Permanent
  • Full-time
  • 29 days ago
Values & InnovationAt Under Armour, we are committed to empowering those who strive for more, and the company's values - Act Sustainably, Celebrate the Wins, Fight on Together, Love Athletes and Stand for Equality - serve as both a roadmap for our teams and the qualities expected of every teammate.Our Values define and unite us, the beliefs that are the red thread that connects everyone at Under Armour. Our values are rallying cries, reminding us why we're here, and fueling everything we do.Our pursuit of better begins with innovation and with our team's mission of being the best. With us, you get the freedom to go further - no matter your role. That means developing, delivering, and selling the state-of-the-art products and digital tools that make top performers even better.If you are a current Under Armour teammate, apply to this position on thePurpose of RoleAs the Manager, CRM for South Asia Pacific, you will own the full lifecycle of CRM and Consumer Relations strategy and execution. This role is responsible for driving consumer engagement, retention, and increasing lifetime value across markets by leading the development, execution, and optimization of all CRM initiatives across multiple channels.In addition, the role oversees the Customer Service team managing all consumer queries.Your Impact
  • Strategic Ownership of CRM
  • Develop and lead the end-to-end CRM strategy across South APAC, aligned with business priorities and brand objectives in alignment with the Marketing Director and local Country Marketing Mangers.
  • Define the CRM roadmap, including audience segmentation, lifecycle planning, personalization, loyalty integration, and omni-channel campaign strategies.
  • Champion the role of CRM as a strategic growth driver across the organization, influencing regional and market teams
  • CRM Program Execution & Optimization
  • Oversee the design and execution of automated lifecycle programs, promotional campaigns, and loyalty activations across key CRM channels (email, SMS, push, app, etc.).
  • Drive continuous improvement of CRM campaigns through test-and-learn frameworks, A/B testing, and performance optimization.
  • Partner with regional brand, performance marketing, and DTC teams to deliver integrated consumer experiences across channels.
  • Consumer Data & Insight Leadership
  • Leverage transactional, behavioral, and demographic data to drive segmentation, audience targeting, and personalization.
  • Translate data into actionable insights that inform campaign design, category strategy, and broader marketing decisions.
  • Define and manage KPIs for CRM health, engagement, and business impact (e.g., retention, repurchase, LTV, reactivation).
  • Loyalty & Lifecycle Management
  • Lead the strategic development and enhancement of the UA Rewards loyalty program across key markets.
  • Identify and activate high-value segments to drive engagement, frequency, and advocacy throughout the customer lifecycle.
  • Ensure seamless integration of loyalty within CRM journeys and personalization strategies.
  • Oversee the Customer Service Department to achieve service excellence.
  • CRM Systems & Process Oversight
  • Oversee CRM platforms and data infrastructure, ensuring scalability, data integrity, and effective integrations.
  • Collaborate with IT, data, and global CRM teams to drive system enhancements and troubleshoot issues.
  • Ensure compliance with regional data privacy and consent regulations.
  • Leadership & Stakeholder Alignment
  • Lead and mentor 2 CRM teammates with a goal to drive a high-performing team.
  • Partner with cross-functional stakeholders (marketing, eCommerce, retail) to embed CRM across the consumer journey.
  • Serve as the CRM subject matter expert within the organization, advocating for consumer-first, data-driven decision-making.
Qualifications
  • Minimum 5-8 years of experience in sport, apparel, retail, or consumer goods business with an exceptional track record in CRM, marketing, and loyalty programme
  • Bachelor's Degree in Marketing, Business Admin, or a related field
  • Proficient in Microsoft Office and Salesforce with the aptitude to learn new systems
  • Strong communication and project management skills to work with multiple stakeholders
  • Excellent organizational skills and attention to detail
  • Motivated and inspiring leader to lead a high performing team
  • Exceptional organizational and time management skills with the ability to juggle multiple tasks and handle competing priorities
  • Make data-driven decision making and quantitative analytical skills
  • A sincere and contagious passion for sports and building Under Armour
Relocation
  • No relocation provided
Our Commitment to Equal OpportunityAt Under Armour, we are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion or belief, sex, pregnancy (including childbirth, lactation and related medical conditions), national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, family or paternal status and any other characteristic protected by applicable law. Under Armour seeks to recruit, develop and retain the most talented people representing a wide variety of backgrounds and perspectives. If a reasonable accommodation is needed to participate in the job application or interview process, please contact our Human Resources team via candidateaccommodations@underarmour.com.Requisition ID: 162358Location:Singapore, Singapore, SG, 38987Business Unit: CorporateRegion: APACEmployee Class: Full TimeEmployment Type: Salaried

Under Armour