Regional CRM Lead

Ninja Van is a tech-enabled logistics company on a mission to provide hassle-free delivery services for businesses of all sizes across Southeast Asia. Launched in 2014, we started operations in Singapore and have become the region's largest and fastest growing last-mile logistics company, partnering with over 35,000 merchants and delivering more than 1,000 parcels every minute across six countries.

At our core, we are a technology company that is disrupting a massive industry with cutting-edge software and operational concepts. Powered by algorithm-based optimisation, dynamic routing, end-to-end tracking and a data-driven approach, we provide best-of-class delivery services that delight both the shippers and end customers. But we are just getting started We have much room for improvement and many ideas that will further shape the industry.

Sitting within the Regional Digital Team, the primary goal of this role is to drive the development of a data-driven CRM strategy and programme across the Ninja Van customer lifecycle, from new user to loyal advocate, to meet business objectives. As it is a regional role, it covers all the business units within Ninja Van. In addition to the developing the strategy, this role will also have the following outcomes:

- Drive shipper loyalty and retain the quality shippers across FS & SS business units.
- You will be responsible for analyzing data sitting on the platforms to understand consumer behavior and create segments/personas to target potential consumers on digital mediums.
- You are required to lead existing teams regionally and build strong teams locally, to constantly experiment and push the boundaries of our customer communications through best practices, latest trends and techniques.
- Focus will be on driving the markets for right consumer experience via deeper segmentation and messaging.

You will be working with cutting-edge Marketing Technology platforms to push the boundaries of data-driven customer communications. Given the focus on PII and consent management, data compliance should be taken into account to nurture consumer relationships. In addition to managing the team members, key stakeholder groups are: Regional Product, Regional Tech, Regional Sales Channels, relevant Regional CoEs (Brand Marketing, Trade Marketing, other functions within Digital CoE), local market teams.

**Responsibilities**:

- Drive the development of a data-driven CRM strategy and programme across the Ninja Van customer lifecycle, from new user to loyal advocate, for various sales channels, business units and marketing levers.
- Responsible for using the right communication science, touch-points and marketing technology (Salesforce Marketing Cloud) to drive automated, data-driven shipper engagement whilst providing a clear 360 understanding of shipper profiles and behaviors across their lifecycle.
- For SS, responsible for CRM teams to shorten time to activation of accounts and nurturing quality shippers to ship more and longer and if needed, upgrade to the right channel.
- For FS, Responsible for CRM teams to achieve referral effectiveness amongst existing shippers, recycling leads at scale to drive a continuous pipeline of leads to decrease CPA and build positive value perception to assist with retention.
- Accountable for efficacy of CRM performance, broadly translated to acquisition, activation, reactivation and retention KPIs depending on campaign type with continuous optimisation through various testing and data analysis.
- Understand the key attributes or behaviour of consumers to create segments/personas which can be used to target potential consumers on various digital mediums. Also, define the lifetime value of a consumer and map CRM activations around it.
- Accountable for design and implement reporting infrastructure for optimal performance management across channels and markets, and share insights across all levels.
- Working together with local teams to drive CRM touchpoints, deployment to create a roadmap in order to engage consumers to maximize value from shippers.
- Identify the most impactful touchpoint(s) in the region to drive business performance. Strategize and design the integration and utilization of these touchpoints to provide the optimal customer experience. Develop and work with technical stakeholders to integrate these touchpoints. Ensure the right utilization of these touchpoints and track performance throughout the customer journey.
- Support building and leading strong teams both regionally and locally, to constantly experiment and push the boundaries of our customer communications through best practices, latest trends and techniques.
- Development of the Salesforce Marketing Cloud (SFMC) and the SLM database within the Regional CRM CoE.
- Oversee the evaluation, scope and completion of new development requests.
- Drive adoption of Marketing CRM across the Group and relevant business units.
- Validate projects after deployment to ensure they meet