CRM Senior Manager
5 days ago
Life at Grab
At Grab, our guiding principles, known as The Grab Way, shape our mission and operational ethos, encapsulated in the 4Hs: Heart, Hunger, Honour, and Humility. These values empower us to make impactful decisions as we strive to foster economic growth across Southeast Asia.
About the CRM Team:
The CRM division is pivotal in crafting a data-driven customer experience for Grab's users, delivery partners, and merchants throughout Southeast Asia. This team is responsible for devising personalization strategies across various communication channels, including email, SMS, push notifications, and in-app messaging, while ensuring these strategies are integrated into our product and service offerings.
Role Overview:
The Senior Manager of CRM will spearhead the development, execution, and management of online marketing strategies aimed at enhancing customer growth and retention across all services. This role involves leveraging owned and paid channels, such as SMS and WhatsApp, to effectively engage our app users and partners.
Key Responsibilities:
- Formulate and implement regional CRM strategies and communications aligned with Grab's strategic initiatives and customer lifecycles.
- Collaborate with Marketing Analytics to gain insights into customer preferences and design comprehensive cross-channel customer journeys.
- Refine business rules to automate content delivery, audience segmentation, channel selection, and messaging cadence.
- Develop and monitor testing scenarios linked to customer success KPIs, providing timely insights to enhance campaign effectiveness.
- Oversee all CRM campaigns, managing the campaign pipeline and optimizing communication frequency.
- Ensure data integrity across high-volume lists sourced from various platforms, including our data warehouse and CRM tools.
- Own and track CRM KPIs, such as deliverability, open rates, click rates, conversion rates, and revenue, alongside specific campaign objectives.
- Actively manage contact list health, target criteria, and segments to create relevant campaigns for customers and partners.
- Stay updated on best practices in customer acquisition, retention, and advocacy.
- Identify and resolve campaign performance issues promptly, establishing and enforcing communication protocols.
- Manage the budget related to CRM platforms and communications.
- Lead a team dedicated to executing regional CRM initiatives for partners.
Qualifications:
- Bachelor's degree in a quantitative discipline is required; a Master's degree or MBA/MSc is preferred.
- Practical experience with ESP/CRM or marketing automation platforms.
- Proven track record in managing email programs for consumer products with a major Email Service Provider or CRM platform.
- Over 7 years of diverse and progressive experience in ecommerce or online marketing.
- At least 5 years of direct CRM experience, with a focus on mobile CRM.
- Experience in 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 capability to set and achieve goals, meet deadlines, and multitask in a dynamic environment.
- Analytical mindset with expertise in digital analytics, campaign tracking, and ROI metrics.
- Experience with A/B testing and advanced communication testing is required.
- Background in conceptualizing and executing marketing plans.
- Proficient in Excel and data modeling.
- Ability to manage multiple projects simultaneously while maintaining attention to detail and executing swiftly, collaborating effectively with cross-functional teams.
- A passion for continuous improvement, demonstrating creativity and initiative.
- Note: The level of seniority and job title will be determined based on experience.
Our Commitment
We are dedicated to cultivating diverse teams and fostering an inclusive workplace that empowers all employees to excel, irrespective of their nationality, ethnicity, religion, age, gender identity, sexual orientation, or any other unique attributes.
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