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BAT is evolving at pace - truly like no other organisation.

To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!


SENIORITY LEVEL:  Experienced Non-Management Level

FUNCTION:Global Business Services - Digital

LOCATION: Bandar Sunway, Selangor, Malaysia

Remark Expecting onboarding date in May/June 2024.


We are seeking an enthusiastic and disciplined CRM Executive to execute all our email marketing campaigns across the customer journey in our multi-channels to reach target audiences and optimize customer lifecycle management, enhance customer engagement and drive personalized marketing initiatives.

Key success factors include:

  • Ability to manage multiple projects concurrently.
  • Ensuring 100% compliance on Email Marketing Activities

Reports to: CRM Manager

Geographic Scope: Malaysia

Travel: N/A


  • Utilize CRM platforms like HubSpot to execute all email marketing campaigns across customer journeys.
  • Execute day-to-day broadcast and triggered consumer communications campaigns to deliver relevant & timely messages.
  • Build and scheduling of segmentation focused email content.
  • Build and maintain seasonal email calendar based on available data and channel priorities.
  • Practice and execute standard operating procedures on deliverability, testing & QA, and approvals to ensure operational efficiency.
  • Contribute to developing email templates, customer journey mapping & campaign planning.
  • Create, configure, adjust and deploy marketing automation user journeys according to customer lifecycles and CRM objectives
  • Generate reports on key metrics for email campaigns including open rates, click rates, opt-out rates and incremental sales per email etc.
  • Monitor and analyze CRM metrics and KPIs to measure campaign effectiveness and customer engagement.
  • Optimize email campaign performance utilizing A/B Testing.
  • Refine customer segmentation models and improve targeting accuracy.
  • Provide analysis, observations, and recommendations on the performance of all email campaigns.
  • Work closely and collaborate with marketing teams, CRM Teams, design agencies and technical teams.


Experience Required

  • 2 to 3 Years+ experience in executing email marketing campaigns.
  • A proven background in managing CRM activities and experience in HubSpot & other CRM tool
  • Experience in lifecycle/email marketing, lead nurturing, marketing automation and A/B testing, preferably in B2C E-com business.
  • Data analysis skills and demonstrable track record of testing and improving email programs
  • Basic knowledge in HTML & CSS
  • Knowledge of MS Office - Excel, Word, Outlook and PowerPoint

Technical / Functional / Leadership Skills Required

  • High organisation skills
  • Ability to maintain good relationship with stakeholders
  • Good time management skills
  • Attention to detail
  • Strong expertise in A/B testing
  • Ability to read and implement learnings from analytics tools

Education / Qualifications / Certifications Required

  • A graduate in Digital Marketing / Marketing / Business Management
  • Minimum 2 years of work experience in Digital / CRM Agency
  • Analytical and data-driven but also able to think and act creatively.
  • Resilient, flexible and reliable team player who acts in the best interest of the department and company.


  • Proficient in English and Bahasa Malaysia
  • Exposure in a fast-paced dynamic environment (FMCG/MNC Industry)
  • Deep hands-on knowledge of HubSpot

Working Relationships: 

  • GBS CRM Team
  • End Market Stakeholders
  • IDT Team
  • Vendors

#CRMExecutive #CRMSpecialist #CRMAssociate #CRMMarketingExecutive #CRM #EmailMarketing #Hubspot #EDM #EmailMarketingSpecialist


At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.

  • Global Top Employer with 53,000 BAT people across more than 180 markets
  • Brands sold in over 200 markets, made in 44 factories in 42 countries
  • Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
  • Diversity leader in the Financial Times and International Women’s Day Best Practice winner
  • Seal Award winner – one of 50 most sustainable companies


Collaboration, diversity and teamwork underpin everything we do here at BAT. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!

BAT entwickelt sich so schnell
wie kein anderes Unternehmen

Gestalte mit uns
eine bessere Zukunft

Bewirb Dich noch heute und hilf uns
dabei bis 2030 klimaneutral zu werden