Job Description
About us
Love, Bonito is Southeast Asia’s leading womenswear brand, built with a mission to empower women to find confidence through style. Incorporated in 2010 in Singapore, we’ve since grown from a humble online startup into a multi-channel business with over 20 stores and counting across Asia and a thriving online presence.
For the next decade, we are looking to expand through new categories, markets, wholesale partnerships, and brand acquisitions. We are evolving into a next-generation regional consumer group — one that blends heart with performance, and creativity with technology.
At our core, we’re a team of builders, dreamers, and doers who believe culture is more than words on a wall — it’s how we show up every day. We move fast, stay curious, and take bold bets on ideas and people we believe in. Here, you’ll find a community that challenges you to grow, trusts you to lead, and celebrates you for being you. Together, we’re shaping the future of Asian brands — from right here in Southeast Asia, to the world.
Why join us?
At Love, Bonito, you’ll do more than just a job — you’ll help build a movement. We’re creating an organization that’s lean, bold, and full of heart — where every person has the space to make an impact. Here’s what you can expect:
- Purpose with performance: We’re building a world-class Asian brand that competes globally. We hold ourselves to high standards and operate with purpose, integrity, grit and excellence. Join us if you take customer service excellence seriously and are passionate about creating real impact!
- Growth that’s real: We are known to be incredibly dynamic and fast-paced. You’ll be expected to learn fast, stretch beyond your comfort zone, and work alongside people who challenge and support you in equal measure. Don’t join us if you’re looking for a comfortable, fully structured setup, but do join us if you’re excited to build, shape, and make an impact together!
- Culture at our core: If you’re looking for a no-corporate-BS environment, you’ll fit right in. We lead with empathy, celebrate individuality, and believe that great work comes from trust, not titles. We believe in teamwork and effective collaboration - because when we run together, we go further. If this speaks to your values, come join us and be part of #TeamLB!
Join us as we redefine what it means to build an enduring global consumer group.
About the role
You will be responsible for driving customer growth across digital and retail touchpoints for Singapore and International markets (Philippines, Indonesia, Malaysia, Hong Kong and others). Your core ownership is Omni Channel Communication (Email, In-App Messaging, Push Notification, WhatsApp, Telegram, SMS). But beyond execution, you are expected to think in terms of customer lifecycle, CRM strategy, and loyalty value creation.
You will work closely with the Global Customer Growth Manager to strengthen acquisition, activation, retention and reactivation engines. Ensuring communication strategies are aligned with CRM segmentation, loyalty mechanics and long-term customer value growth.
This role is not just about sending campaigns. It is about building a scalable communication system that drives measurable customer lifetime value (CLV). You will collaborate cross-functionally with Global Campaigns, E-commerce & New Tech, Creative, Content, Data and Market teams to ensure consistency, performance and innovation across all customer touchpoints.
Main Responsibilities:
Omni Channel Communication Ownership:
- Owns omni-channel campaign calendar and one-time broadcasts (newsletters, pushes, WhatsApp blasts, etc).
- Lead and manage a team to drive customer acquisition, engagement and retention through Email, IAM, Push, WhatsApp, Telegram and SMS.
- Develop and optimise channel strategy across campaign broadcasts and automated lifecycle flows.
- Ensure message consistency and sequencing across channels to maximise impact without over-communication.
Campaign & Project Management:
- Drive end-to-end execution of global and market-level Email, Push Notifications, Whatsapp, Telegram and SMS campaigns from planning to deployment.
- Align campaign calendars across markets to ensure local relevance while maintaining global consistency.
- Work closely with Creative & Content teams to ensure communication is aligned with Love, Bonito tone of voice, customer-centric and performance driven.
Automation & Optimisation:
- Manage and optimise third-party marketing automation tools.
- Identify automation opportunities to reduce manual workload and increase scalability.
- Collaborate with E-commerce & Tech teams on platform improvements impacting customer growth performance.
CRM & Loyalty Support:
- Partner with Global Customer Growth Manager to optimize loyalty & CRM strategy across lifecycle stages (new user onboarding, first purchase conversion, repeat purchase, churn prevention, reactivation) and automated flows (welcome series, browse abandonment, cart abandonment, post-purchase, win-back, loyalty nudges).
- Support loyalty & CRM communication strategy, including copy, channel sequencing, A/B testing, and deployment.
Insights, Reporting & Continuous Optimisation:
- Translate campaign data into actionable insights and clear recommendations.
- Present performance updates and key learnings to HQ and market stakeholders.
- Run A/B tests across messaging, segmentation, timing and channel mix.
- Conduct competitor and industry benchmarking to identify growth opportunities.
- Work closely with the Data team to refine segmentation logic (RFM, behavioral triggers, high-value segments, churn risk segments).
Leadership & Stakeholder Management
- Lead a lean, high-performing omni-channel team with strong execution and continuous improvement.
- Partner with HQ Marketing, E-commerce, Data, Creative, and Markets to align and amplify campaigns across touchpoints.
- Drive visibility and alignment on campaign calendars, CRM flows, and key growth initiatives.
- Serve as the central owner of omni-channel communications, ensuring Newsletter and CRM operate as one cohesive function.
Critical success factors & key challenges:
Own, track and improve key growth metrics across channels:
Channel Metrics:
- Open Rate (OR)
- Click-to-Open Rate (CTOR)
- Click-Through Rate (CTR)
- Nett Subscribers Growth & Unsubscribe Rate
Business Metrics:
- Sessions
- Orders
- Conversion Rate (CR)
- Revenue contribution by channel
- YoY Growth in subscriber base
- Repeat purchase rate
You are expected to go beyond surface metrics and understand impact on:
- NC (New Customer) Conversion
- Active Members
- Customer Retention Rate
- Customer Lifetime Value (in collaboration with Growth Lead)
You should have / be:
- Strong understanding of full-funnel growth (Acquisition → Activation → Retention → Reactivation).
- A genuine interest in fashion and general female consumer products.
- Strong creative writing and copywriting skills, with the ability to craft compelling, customer-centric and conversion-driven messaging across omni-channel touchpoints while staying true to brand voice.
- Solid foundation in CRM principles (segmentation, lifecycle marketing, automation flows, RFM, cohort thinking).
- Highly analytical with the ability to translate data into actions.
- Exposure to loyalty programs and retention strategies (points system, tiering, incentives, engagement mechanics).
- Strong commercial mindset. Understands revenue, AOV, purchase frequency and customer value.
- Structured thinker with strong execution discipline.
- Strong stakeholder management skills across HQ and Markets.
- Comfortable managing marketing automation tools and third-party platforms.
- Proactive, hands-on and solution-oriented.
- Growth mindset with ability to move fast without compromising quality.
- Lives and breathes our brand values: People Matter; Go Above & Beyond; Be Bold, Be Creative; Always Keep It Real; Growth Mindset; We’re Better Together!
1. Flexible Work Arrangement
- Work from anywhere!
- Flexible and adjustable work hours
2. Staff Wellness
- Comprehensive corporate insurance (Fully covered visits at our panel clinics, dental coverage, maternity reimbursement)
3. Learning and Career Development
- Learning and development (i.e. subscription plans to best-in-class resources, personal development fund etc)
- Dedicated leadership training for those of managerial responsibilities
- Friday pm off for learning
4. #TeamLB perks
- Generous staff discount off LB products
- Employee driven peer-to-peer recognition platform to honour and celebrate everyday achievements
