The IKEA vision is to create a better everyday life for the many people. We do this by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible can afford them. We operate in Singapore, Malaysia and Thailand – and have an ambitious expansion plan to bring a little bit of Sweden to new markets in the region. We are part of the Ikano Group of companies and the only IKEA franchisee owned by the Kamprad family that founded IKEA.
We also develop, own and operate Shopping Centres that are anchored by IKEA and create walkable communities by including residential, office and other types of real estate in our development plans.
We work towards making sustainability a natural part of our everyday work. We are active in our communities, driving and supporting social initiatives that benefit children, women, and the environment.
The purpose of the Loyalty Communications Specialist role at IKEA is to drive meaningful engagement and build long-term relationships with IKEA Family members by delivering relevant, personalized, and value-driven communications that inspire loyalty, deepen brand love, and contribute to increased visitation, conversion, and customer lifetime value.
The role will be responsible for supporting the development and execution of member-exclusive campaigns, content, and omnichannel touchpoints, ensuring communications are aligned with the brand tone of voice and business priorities, while leveraging data insights to optimize performance across email, application, digital platforms, and in-store experiences.
What you will do
- Work with Marketing Team and cross-functional team to build and constantly improve regional loyalty programs, which consist of IKEA Family, Småles, Kids loyalty program and a subscription IKEA Family scheme using data, business insights, and customer feedback to drive traffic, purchases, and engagement.
- Drive member acquisition and engagement through in-store, online, roadshow, and event initiatives to ensure a stable growth of the member base and a healthy number of contactable members for marketing purposes.
- Partner with related stakeholders to implement necessary enhancements to Loyalty and Marketing system and the automation process for targeting and retargeting work.
- Collaborate with the analytics agency, BI teams and Country Marketing Manager for data exchange, enhancement of the reporting dashboard, testing, monitoring results, and providing feedback for different analytics models to increase engagement and purchase propensity.
- Execute campaigns to drive the Loyalty KPIs in conjunction with the Marketing teams, optimize setup in the system to follow the customer lifecycles including onboarding and 1st purchase, stretch spend, drive returned visits, reward and recognition, and early win-back.
- Monitor, update, and secure the functionality of the CRM system and its integration with various internal and external systems/platforms.
- In day-to-day work, ensure full compliance with Personal Data Protection Act regulations and Ikano Retail policies with respect to the collection, handling, and storage of members’ data.
Who we are looking for
- Holds a degree in Marketing, Communications, Business, or a related field, with CRM, Digital Marketing or Loyalty Program Management certifications are a strong advantage.
- At least 2-3 years of Loyalty and CRM experience in retail or relevant agency.
- Deep motivation to understand customer behaviour and to create meaningful, value-driven experiences that strengthen emotional loyalty. Enjoys building relationships between the brand and its community.
- Understanding of loyalty mechanics (e.g., point systems, tiers, rewards, retention drivers) and how loyalty contributes to customer lifetime value.
- Proficient in Microsoft Excel, Microsoft PowerPoint, Microsoft Dynamics CRM 365 or any equivalent tool.
- Have experience in big data, data cleansing, data management, reports, and dashboards.
- Thrives in a collaborative, fast-paced environment and is highly self-motivated to improve both business outcomes and team performance.
- Demonstrates strong communication and influencing skills, with the ability to engage stakeholders across functions and countries.