CRM Senior Manager
5 days ago
Life at Grab
At Grab, every employee is guided by The Grab Way, which outlines our mission, our approach to achieving it, and our core operating principles - the 4Hs: Heart, Hunger, Honour, and Humility. These principles inform our decision-making as we strive to create economic empowerment for the people of Southeast Asia.
About the Team:
The CRM team is responsible for the data-driven customer experience for Grab users, delivery partners, and merchants throughout Southeast Asia. This team formulates the personalization strategy across various channels including email, SMS, push notifications, in-app messaging, and other marketing avenues, while also playing a vital role in integrating that personalization strategy into our product and service offerings.
Role Overview:
The CRM Senior Manager is tasked with developing, executing, and overseeing online marketing strategies related to lifecycle campaigns that drive growth and retention across all services. This includes utilizing owned and paid channels such as SMS and WhatsApp to engage our app users and partners.
Key Responsibilities:
Formulate and implement regional CRM strategies and communications for all Grab-wide strategic initiatives and lifecycle campaigns. Collaborate with Marketing Analytics to gain insights into customer and partner preferences (Merchants or Drivers) and create comprehensive cross-channel customer journeys. Enhance business rules that automate and optimize content delivery, audience segmentation, channel selection, creative messaging, and communication frequency. Develop and monitor testing scenarios linked to customer success KPIs to provide timely and accurate insights for improving campaign effectiveness. Oversee all CRM campaigns, manage the campaign pipeline, and optimize communication frequency. Ensure high levels of data integrity with rapidly growing, high-volume lists and data sourced from multiple platforms, including our data warehouse and CRM tools. Own and manage CRM KPIs, including deliverability, open rates, click rates, conversion rates, opt-out rates, revenue, and specific business objectives for individual campaigns. Actively manage various factors such as contact list size and health, target criteria selection, cohorts, and segments to craft relevant and engaging campaigns for customers and partners. Stay updated on best practices in acquisition, retention, and advocacy. Quickly identify and resolve any campaign performance issues, establishing and enforcing direct communication guidelines. Manage the CRM platform and associated communication budget. Lead a team responsible for developing and executing regional CRM initiatives for partners.Qualifications:
Bachelor’s degree in a quantitative field is required; a Master’s degree, MBA/MSc, or related qualifications are preferred. Hands-on experience with an ESP/CRM or marketing automation platforms. Proven experience in managing and executing email programs for consumer products with a major Email Service Provider or CRM platform. Over 7 years of diverse and progressive experience in ecommerce/online marketing. At least 5 years of direct CRM experience, with a preference for mobile CRM. Experience managing a team of three or more is essential. Demonstrated ability to establish robust operations with clear visibility into throughput and SLA metrics. Strong project management skills with the ability to set and achieve goals, meet deadlines, and multitask in a dynamic environment. Analytical mindset with a deep understanding of digital analytics, campaign tracking, and ROI metrics. Experience with A/B testing and more complex communication testing is required. Experience in developing and implementing marketing plans. Proficient in Excel and data modeling. Ability to manage multiple projects simultaneously in a fast-paced environment, balancing attention to detail with swift execution, while inspiring cross-functional teams. A passion for continuous improvement, creativity, and self-motivation. Note: Seniority and job title will be determined based on experience.Our Commitment
We are dedicated to building diverse teams and fostering an inclusive workplace that allows all employees to perform at their best, regardless of nationality, ethnicity, religion, age, gender identity, sexual orientation, or any other attributes that make each individual unique.
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