Senior Manager, CRM

3 weeks ago

Singapur, Singapore Grab Full time

About the Role

The CRM Senior Manager is responsible for developing, implementing, and managing online marketing strategies with regards to life cycle campaigns that help to bring growth and retention for the company in all verticals / services.

Key Responsibilities

  • Develop and execute regional CRM strategies and communications in for all Grab-wide strategic initiatives and or lifecycles
  • Work in partnership with Marketing Analytics to develop a deep understanding of what resonates with our Customers/ partners (Merchants or Drivers), create and implement cross-channel, end-to-end customer journeys
  • Optimize business rules that automate and drive content, triggers, audience segmentation, channel selection, creative messaging and communications cadence
  • Build and monitor testing scenarios tied back to customer success KPIs to regularly surface business analytics, timely and accurate insights to improve campaign responsiveness
  • Be the gatekeeper of all CRM campaigns, monitor the campaign pipeline and optimize the communication frequency
  • Maintain high levels of data hygiene with fast-growing, high-volume lists and data from multiple sources, including our data warehouse and CRM tools
  • Own CRM KPIs, including deliverability, open rate, click rate, conversion rate, opt-out rate, revenue, as well as specific business goals around individual campaigns
  • Actively manage all the levers like contact list size and health, target criteria selection, cohorts and segments to create relevant and engaging campaigns for customers/partners
  • Constantly stay informed with best in class acquisition, retention and advocacy practices
  • Quickly identify and troubleshoot any campaign performance issues, and drive successful resolutions. Approve, establish and enforce direct communication rules and restrictions
  • Manage CRM platform and communication related budget
  • Lead a team that is responsible for developing, implementing, executing regional CRM initiatives for Partners

Requirements

  • Bachelor degree in a quantitative field required. Masters degree, MBA/MSc or related programs preferred
  • Hands-on experience with an ESP/CRM or marketing automation platforms
  • Managing and executing email programs for consumer products with a major Email Service Provider or CRM platform
  • 7+ years of successful, diverse and progressive ecommerce/online marketing experience
  • Minimum 5 years of direct CRM experience, mobile CRM preferred
  • Experience managing a sizeable (3+) team is mandatory
  • Proven experience in setting up robust operations with clear visibility into throughput and SLA measurements
  • Excellent project management skills with an ability to set and achieve goals, meet deadlines, and multitask in a fast paced environment
  • Analytical thinker with a depth of knowledge in digital analytics, campaign tracking and ROI metrics
  • Experience with A/B and more complex communication testing required
  • Experience in conceptualizing and implementing marketing plans
  • Strong Excel and data modelling skills
  • Ability to manage various projects at once in an ever-changing environment, balancing an intense attention to detail with swift execution, working well with and inspiring cross-functional teams
  • Passion for continuous improvement. Creative and self-starter
  • Note: Seniority and job title will be dependent on experience

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