About the Role
We are looking for a commercially sharp, fast-moving Assistant Manager, CRM & Lifecycle Marketing to drive customer retention and reduce churn across Malaysia and Singapore (MYSG).
Note: This is a dedicated CRM, Lifecycle, and Customer Retention role—not a Loyalty Program operations role. You will lead the owned-channel ecosystem (in-app push, email, SMS) to turn app users into habitual daily customers, translating customer behavior and product launches into measurable commercial value. While you will be hands-on with execution in your first 90 days (approx. 70% execution / 30% strategy) to master our engine, this role quickly scales into owning the MYSG retention roadmap and guiding a Senior Executive.
Key Responsibilities
- Lifecycle & Churn Reduction Strategy: Design, build, and optimize automated lifecycle journeys (onboarding/post-sign-up activation, habit-building, win-back, and lapsing/churn prevention) for MYSG app users.
- Commercial Campaign Execution: Translate commercial goals and new product launches into high-converting, multi-channel CRM campaigns—determining the right audience, messaging, and distribution strategy to maximize repeat purchase rates and Customer Lifetime Value (CLTV).
- CDP & Audience Segmentation: Leverage first-party behavioral and transactional data within our CDP/CRM stack to build granular user segments, moving beyond one-off blasts to personalized, trigger-based journeys.
- Stakeholder & Cross-Functional Alignment: Partner closely with Commercial, Product, Data, and Regional teams (who oversee global sign-up architecture and new market expansions). Confidently present retention insights, campaign ROI, and strategic recommendations to senior leadership.
- Team Leadership: Mentor and oversee the Senior Executive, CRM & Lifecycle Marketing—delegating day-to-day campaign execution while maintaining high quality, speed, and commercial alignment.
What We Are Looking For
- B2C App-First Background: 3–5 years of hands-on CRM, Lifecycle, or Growth/Retention Marketing experience, strongly preferred from high-volume B2C mobile-app environments (e.g., super-apps, e-wallet/fintech, e-commerce, food delivery, or consumer tech).
- Commercial Acumen: You don’t just look at open rates—you understand how CRM drives order frequency, basket size, and revenue, and you know how to position product launches to different user cohorts.
- Agile & High-Energy Communicator: Fast-paced, sharp, and articulate. Comfortable "managing upwards," presenting to senior stakeholders, and thriving in an autonomous, hands-off management environment.
- MarTech & Data Fluency: Practical experience with modern CRM/CDP tools (e.g., Braze, CleverTap, Insider, MoEngage, Segment) and strong comfort analyzing cohort/funnel data (spreadsheets/SQL).
- Non-Negotiable: Full-time, 100% office-based presence in the headquarters.
