Head CRM

**Company Description**
“To be the most loved everyday food and groceries destination” - that’s our mission at foodpanda (small ‘f’).

foodpanda is the largest food and grocery delivery platform in Asia, outside of China. Operating in more than 400 cities across 11 markets, we continue to expand and grow in our core food delivery business, as well as in new verticals like grocery deliveries, with a strong tech infrastructure at our core. From our restaurants-partners, cloud kitchens and cloud grocery stores — foodpanda is just one tap away, getting everything you need into your hands quickly and conveniently

If you love working with technology to create solutions and are not afraid to roll up your sleeves to get things done, you will find your tribe here at foodpanda. foodpanda comprises of people from more than 60 nationalities, and we believe in winning through diversity.
foodpanda is part of the Delivery Hero Group, the world’s leading local delivery platform operating in 70+ countries worldwide

"To be the most loved everyday food and groceries destination" - that’s our mission at foodpanda (small ‘f’).

foodpanda is the largest food and grocery delivery platform in Asia, outside of China. Operating in more than 400 cities across 11 markets, we continue to expand and grow in our core food delivery business, as well as in new verticals like grocery deliveries, with a strong tech infrastructure at our core. From our restaurants-partners, cloud kitchens and cloud grocery stores - foodpanda is just one tap away, getting everything you need into your hands quickly and conveniently

We are looking for enthusiastic problem solvers to join us in scaling our platform, to digitalise businesses in Asia, uplift rider livelihoods and build a hyper-convenient platform for our customers. If you love working with technology to create solutions and are not afraid to roll up your sleeves to get things done, you will find your tribe here at foodpanda. Our diverse and high-performing team comprises people from more than 60 nationalities, and we welcome all experiences, backgrounds, and perspectives.

**About the Role**

The role will be based in Singapore and will lead a team of 13. Your team is part of the APAC CRM team which owns the full customer lifecycle of users in 11 countries across the APAC region including Taiwan, Hong Kong, Malaysia, Philippines and more. As Regional Head of CRM you will focus on growing the Monthly Active Customer base, driving retention, reactivation and acquisition and building a trusted relationship with our customers. You will also drive automation of CRM campaigns, optimizing for GMV uplift and utilizing the latest and most innovative MarTech techniques.

You and your team are responsible for defining the CRM strategy and developing and optimizing scalable, customer-focused CRM flows. These flows are based on insights and customer needs, serving relevant, valuable, and engaging content at the right stage of their customer journey.

The leader of this team needs to be analytical, strategic and good with data. Critical thinking is a must to enable definition of clear priorities for the team. To ensure success, you must be able to build strong and positive relationships with key team members and internal stakeholders in a sophisticated international environment.

**Responsibilities**:

- Scale and build flows based on user behaviour and personalization to drive automation of 80% of CRM volumes
- Optimize and innovate within CRM Lifecycle flows to drive for incremental acquisitions, reactivations and retention while also driving High Value Actions for long term growth
- Design and leverage customer segmentation models such as RFM, CLV and Dynamic Churn to drive for highest possible activation uplift in user base
- Collaborate with the Central Retention team to roll out automated features for CRM
- Leverage advanced data science backed models within CRM such as Reorder Probability, Next Best Action and Best Performing Voucher models
- Define the CRM strategy and quarterly priorities for your team and align the plan with key stakeholders in the organization
- Own and manage a CRM incentives budget in conjunction with countries, ensuring that there is ROI across all flows. Optimize the voucher construct design to maximize customer uplift while maintaining efficiency of spend
- Coordinate with internal stakeholders such as Partnerships, Quick Commerce, Loyalty and Commercial teams to provide visibility and reach via CRM to encourage cross-trial and adoption
- Manage and own the CRM monthly ad-hoc slots as well as frequency caps to manage for internal resource planning and customer experience
- Cultivate a hypothesis-driven test-and-learn attitude based on customer insights and AB testing
- Clear and concise performance tracking for Lifecycle Growth marketing, focused on driving customer activation uplift at highest possible efficiency
- Coach and develop talent across the