Audience Specialist Apac

2 weeks ago

Singapore Merlin Entertainments Full time

**Audience Specialist APAC**:

- Job ID
- 2025-8293
- Brand
- Merlin Entertainments - Corporate
- Employment Type
- Full-Time
- Location
- JP-Nagoya-city

**What you'll bring to the team**:
We are looking for a motivated and detail-oriented **CRM Audience Specialist**to identify relevant and well-targeted first-party data segments for Merlin Entertainments. This role will be collaborating closely with the regional Performance Marketing team, Ecommerce team and relevant digital agencies to build and deliver first-party data segments to help increase paid media return, drive lower CPAs, build customer engagement, retention and conversion.

**Key Accountabilities**:
**CRM Segmentation**:

- Working with the Senior CRM Manager and Performance Marketing Managers to develop and manage CRM audience segmentation strategies based on customer data and behaviour.
- Create dedicated data filters for paid media activities in the existing Salesforce Marketing Cloud CRM database, according to briefings from Merlin Performance Marketing teams
- Utilize segmentation techniques such as RFM (Recency, Frequency, Monetary) analysis, behavioural, demographic, and lifecycle segmentation.

**Data Analysis & Reporting**:

- Track, analyse, and report on activation of data segments on key performance indicators across CRM and paid media campaigns (e.g., open rates, click-through rates, conversion rates, CPA, ROAS).
- Provide insights and recommendations to optimise CRM efforts based on data-driven analysis.

**Collaboration & Optimisation**:

- Work closely with the Senior CRM Manager to refine and enhance the CRM strategy through continuous AB testing of new data segments and continuous feedback loops.
- Collaborate with the marketing, performance marketing and ecommerce teams to ensure seamless cross-channel customer experiences.
- Keep up-to-date with industry trends, tools, and best practices including data protection, proposing new ways to enhance CRM activities and customer engagement.

**Compliance and Data Privacy**:

- Ensure that all CRM campaigns and data builds comply with data privacy regulations (GDPR, CCPA, etc.).
- Maintain data accuracy and integrity within the CRM system while following best practices for data security.

**Qualifications & Experience**:
**Posted Salary Range**:

- Competitive

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