Manager, Retention Marketing

Key Responsibilities: 

Retention Strategy and Planning

• Develop and own the end-to-end retention strategy across the child lifecycle (onboarding to engagement to progression and graduation).


• Define the retention goals, KPIs and benchmarks (e.g. churn rate, continuation rate, utilization, lifetime value).


• Identify key drop-off moments (e.g. post-trial, mid-term, level transitions, fee revisions, curriculum updates) and design targeted interventions.


• Design and execute parent lifecycle journeys (onboard, in-programme engagement, progression).


• Set up marketing workflows, toolkits and templates that improve the speed, consistency and cost-effectiveness of campaign rollout.


• Work with DX team to optimize email, WhatsApp, and in-app communication.


• Segment parents by behavior, tenure, programme and centre to deliver relevant, timely messaging.


• Identify process gas and recommend improvements to retention workflows and SOPs.


• Ensure compliance with PDPC and internal data governance standards.

Retention Campaigns and Programmes

• Plan and manage retention-led campaigns such as sibling and referral initiatives, loyalty and milestone programmes, win-back campaigns for withdrawn families.


• Collaborate with the Business Unit on centre-specific retention needs (e.g. red centres, utilization gaps) and ensure that we reduce manual intervention as much as possible.


• Ensure all campaigns and communications clearly articulate brand USPs and benefits to parents.


• Guide the creation of digital assets, event materials, EDMs, videos, social posts, and marketing collateral to maintain consistent, parent-centric brand representation.

Team Leadership & Stakeholder Management

• Lead and mentor the marketing team by setting clear goals, fostering a high-performance culture, and encouraging accountability.


• Build strong partnerships with internal teams like Business ops, Business units, Curriculum team and external agencies/vendors to execute campaigns efficiently and creatively


• Champion a data-driven culture within the team, ensuring decisions are grounded in analytics and measurable results

Requirements: 

• Degree in Marketing, Communications, Business, or a related field.


• A Master’s in Business Administration is an advantage


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  More than 7 years of marketing experience with 2-3 years of people management skills

  
  


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  Strong experience in retention, lifecycle marketing, CRM, or growth-focused roles.

  
  


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  Experience in preschool, education, or parent-focused industries is a plus.