Loyalty Communications Specialist, IKEA Thailand

The Loyalty Communications Specialist will be part of the Marketing team to drive meaningful engagement and build long-term growth 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 by embedding data-driven decision-making, personalization. The role supports 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, app, digital platforms, and in-store experiences.

• Lead the strategic planning and execution of loyalty initiatives across IKEA Family, småles, and future loyalty programs
• Architect a personalization framework leveraging behavioural, transactional, and psychographic data to inform omnichannel targeting strategies across app, CRM, email, web, and in-store.
• Drive lifecycle marketing strategies including onboarding, stretch spend, return visits, recognition, and win-back.
• Conceptualize and create engaging content for loyalty members that aligns with IKEA brand values and supports external campaigns, product launches, and seasonal offers.
• Plan and execute loyalty campaigns across SMS, eDM, offline, and in-store channels, ensuring consistency in visual and copy identity.
• Cross-function internally and with external agencies to enhance to optimize loyalty architecture, automation flows, system integrations and reporting dashboards, test and monitor campaign results, and provide feedback
• Oversee reporting and performance analysis across all loyalty touchpoints, transforming insights into strategic actions.
• Coordinate loyalty-related events and workshops to drive member engagement and brand affinity
• Own loyalty and CRM budget planning, monthly reconciliation, and re-forecasting in collaboration with Finance.
• Ensure full compliance with Personal Data Protection Act and internal policies regarding member data handling and storage.
• Secure strategic partnerships with external brands to enhance member benefits and program value.
• Contribute to loyalty-related projects supporting IKEA’s retail operations and new market/store expansion.

• You have at least 5 years of working experience in related field.
• Certifications in Marketing, Communications, CRM, Digital Marketing, or Loyalty Program Management are advantageous
• Strong understanding of loyalty strategy development, member lifecycle planning, segmentation models, tiered benefits systems, and customer retention mechanics.
• 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, report and dashboard.
• Portrait a fair understanding in Customer Relationship Management (CRM), loyalty program and targeted marketing.
• Excellent project management, able to lead multiple initiatives across markets and timelines.
• Clear problem-solving capabilities and an agile approach in challenging situations.
• Ability to analyse the performance of communication solutions and take actions to, as needed, optimise performance.
• Ability to develop strong collaborations across functions.
• You are meticulous with an eye for details, highly organised, strong multi-tasking skills to work in a fast-moving environment and excellent in meeting tight deadlines and in managing different publishing schedules.