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As the Customer Marketing Specialist (Customer Retention), you will play a key role in developing and executing data-driven CRM strategies under the My Sony Rewards loyalty program. This role focuses on strengthening customer engagement, increasing product registration, and driving retained sales through effective lifecycle marketing.
Reporting to the Digital & Customer Marketing Manager, you will work closely with the Customer Acquisition Specialist to build a full-funnel customer marketing program — from onboarding to long-term loyalty. You’ll collaborate with cross-functional teams and manage performance-driven CRM campaigns that are insight-led, system-integrated, and customer-first.

What you will be doing

• Lead the CRM and retention strategy under the My Sony Rewards loyalty program, with direct accountability for key KPIs: product registration ratio, email performance, and retained sales.
• Work closely with the Customer Acquisition Specialist to build and execute the end-to-end customer marketing program, ensuring seamless integration across acquisition, onboarding, engagement, and retention touchpoints.
• Analyse customer behaviour across multiple touchpoints such as website activity, EDM interactions, and workshop participation, to identify conversion opportunities and segmentation strategies.
• Develop and refine data-driven customer journeys based on behavioural insights, working with internal stakeholders to drive engagement and conversions at key moments.
• Strategically manage and optimise the My Sony Rewards loyalty program, ensuring its mechanics, communications, and reward structures drive customer loyalty and lifetime value.
• Collaborate with internal stakeholders (Product Marketing, Sales, Digital, Customer Service, etc.) to ensure CRM initiatives are aligned with business priorities and deliver integrated consumer experiences.
• Lead the planning and execution of lifecycle email campaigns via Salesforce Marketing Cloud — including segmentation, targeting, content coordination, and A/B testing — to maximise engagement and conversions.
• Own the CRM campaign calendar, ensuring timely, relevant communications tailored to product lifecycle stages and customer segments.
• Monitor and report on CRM performance monthly, using tools such as Power BI, SQL, and CDP platforms to analyse trends, evaluate impact, and refine strategy.
• Ensure data accuracy and compliance, serving as the final checkpoint for Personal Information Management (PIM) and data validation before EDM deployment.
• Partner with system and tech teams to support the enhancement of the My Sony Rewards portal, including content updates and user experience improvements.
• Understand and work across multiple data systems including Salesforce Marketing Cloud, CDP (Customer Data Platform), loyalty databases, and APIs that connect customer journeys across platforms.

What you should have

• A Bachelor’s degree in Marketing, Business, Communications, or a related field.
• 3–5 years of experience in CRM, customer retention, loyalty marketing, or digital marketing roles, ideally in consumer-focused industries.
• Proven experience in email marketing execution, lifecycle campaign planning, and customer journey mapping.
• Strong working knowledge of Salesforce Marketing Cloud or similar CRM/marketing automation platforms.
• Strong analytical skills with working knowledge of SQL, Power BI, and CDP systems.
• Understanding of APIs and data flows across marketing, loyalty, and customer databases.
• Excellent attention to detail in managing personal data, campaign Quality Assurance, and compliance checkpoints.
• Proficiency in Microsoft Excel, Microsoft Power BI and familiarity with HTML for email is a plus.

What will help you succeed

• A strategic mindset with the ability to connect CRM activities to business outcomes and revenue growth.
• A consumer-first mindset with a passion for understanding customer behaviour and building long-term value.
• Excellent stakeholder management skills, with the ability to influence, align priorities, and drive collaboration across teams.
• Data-savvy, analytical, and proactive in optimising campaign performance and customer engagement.
• Able to balance big-picture planning with hands-on execution, and adapt in a fast-paced, matrixed environment.
• A self-starter with strong ownership and accountability in delivering high-quality work.

• Lead the CRM and retention strategy under the My Sony Rewards loyalty program, with direct accountability for key KPIs: product registration ratio, email performance, and retained sales.
• Work closely with the Customer Acquisition Specialist to build and execute the end-to-end customer marketing program, ensuring seamless integration across acquisition, onboarding, engagement, and retention touchpoints.
• Analyse customer behaviour across multiple touchpoints such as website activity, EDM interactions, and workshop participation, to identify conversion opportunities and segmentation strategies.
• Develop and refine data-driven customer journeys based on behavioural insights, working with internal stakeholders to drive engagement and conversions at key moments.
• Strategically manage and optimise the My Sony Rewards loyalty program, ensuring its mechanics, communications, and reward structures drive customer loyalty and lifetime value.
• Collaborate with internal stakeholders (Product Marketing, Sales, Digital, Customer Service, etc.) to ensure CRM initiatives are aligned with business priorities and deliver integrated consumer experiences.
• Lead the planning and execution of lifecycle email campaigns via Salesforce Marketing Cloud — including segmentation, targeting, content coordination, and A/B testing — to maximise engagement and conversions.
• Own the CRM campaign calendar, ensuring timely, relevant communications tailored to product lifecycle stages and customer segments.
• Monitor and report on CRM performance monthly, using tools such as Power BI, SQL, and CDP platforms to analyse trends, evaluate impact, and refine strategy.
• Ensure data accuracy and compliance, serving as the final checkpoint for Personal Information Management (PIM) and data validation before EDM deployment.
• Partner with system and tech teams to support the enhancement of the My Sony Rewards portal, including content updates and user experience improvements.
• Understand and work across multiple data systems including Salesforce Marketing Cloud, CDP (Customer Data Platform), loyalty databases, and APIs that connect customer journeys across platforms