Retail Strategy & Planning Senior Specialist

Job Description

We are looking for a strategic, results-oriented leader to drive customer journey transformation, operating model innovation, and retail marketing execution. Positioned at the crossroads of customer experience, retail operations, and marketing, this role is accountable for designing and delivering seamless, differentiated journeys while ensuring our operating model and retail presence generate measurable business impact at scale.

Responsibilities

Customer Journey Strategy & Design

• Lead the end-to-end design of customer journeys spanning retail, digital, and contact centre touchpoints.
• Embed customer-centric thinking by leveraging insights, personas, and behavioural data in journey development.
• Identify and resolve friction points through high-impact improvements, ensuring cross-team alignment for delivery.
• Translate journey designs into actionable roadmaps with measurable KPIs (e.g., NPS, conversion, take-up, churn).
  
  

Operating Model Transformation

• Design future-state operating models that integrate people, processes, technology, and governance to support journey goals.
• Define roles, workflows, and capabilities required to deliver enhanced customer experiences.
• Collaborate with functional leads to embed operating model changes across retail, digital, and support functions.
• Track and evaluate performance, refining the operating model through data-driven insights.
  
  

Retail Marketing Leadership

• Develop and execute retail marketing strategies to increase traffic, conversion, and brand visibility.
• Align campaigns and in-store promotions with critical customer moments and journeys.
• Oversee local activations, merchandising, promotions, and frontline enablement initiatives.
• Measure marketing effectiveness across channels, optimising based on performance outcomes.
  
  

Cross-Functional Leadership & Change Management

• Drive alignment through workshops, governance forums, and collaborative planning sessions.
• Influence senior stakeholders to embrace journey-led strategies and operational transformation.
• Lead change adoption via training, communication, and enablement activities.
• Act as the central link between CX, retail operations, marketing, and digital teams.
  
  

Requirements

• Bachelor’s or Master’s degree in Business, Marketing, Strategy, Design, or a related field.
• 8–12 years’ experience in customer experience, operating model transformation, and/or retail marketing.
• Strong grasp of omnichannel retail, customer lifecycle management, and CX performance metrics.
• Industry experience in telecommunications, FMCG, banking, or other retail-intensive sectors is an advantage.
• Strategic thinker with a bias for action—able to translate ideas from concept to frontline execution.
• Proficient in journey mapping, service blueprinting, and operating model design.
• Strong leadership, facilitation, and stakeholder management skills.
• Analytical and data-driven, adept at building business cases and monitoring performance metrics.
• Agile, collaborative, and resilient—thrives in fast-changing, ambiguous environments.
  
  

Next Steps

Thank you for taking the first step towards joining our team at CelcomDigi! After submitting your application, our Talent Acquisition team will review your CV and reach out to shortlisted candidates to guide you through the next steps, including a pre-screening conversation, interviews and or assessments.

At CelcomDigi, we aspire to be Malaysia’s leading telco-tech company — the nation’s digital growth engine — powering transformation through 5G, AI, and innovation that impacts over 20 million customers. Here, your role goes beyond work. It’s about enabling businesses to thrive, connecting communities, and advancing society, as we build a brand rooted in trust, reliability and customer excellence. Aligned with our employer value proposition, Grow with Purpose. Build with Trust, you’ll have the opportunity to innovate responsibly and create digital solutions that truly make a difference. If you're driven, future focused, and ready to be part of something bigger, we want you on our team.

Let’s advance and inspire Malaysia together! #WeAreCelcomDigi

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CelcomDigi is an equal opportunity employer, and committed to promote employment practices that are transparent, objective and fair.