Senior Executive / Assistant Manager, CRM & Lifecycle Marketing

About the role

Assistant Manager/Senior Executive, Lifecycle & CRM in the Marketing department. You will manage the lifecycle marketing platform (Email, App Push, In-App Message) to plan and run omnichannel campaigns that drive audience engagement and lead generation. You will own how customer data enters the platform, how it is structured, and what it is used for, and build and maintain onboarding, engagement, retention, reactivation and win-back journeys across the customer lifecycle.

Key responsibilities

• Manage the lifecycle marketing platform (Email, App Push, In-App Message) to plan and run omnichannel campaigns that drive audience engagement and lead generation

• Own how customer data enters the platform, how it is structured, and what it is used for

• Build and maintain onboarding, engagement, retention, reactivation and win-back journeys across the customer lifecycle

• Define and maintain the audience segments and behavioural events that every journey runs on, aligned to the definitions used across the company

• Collaborate with Data, Design & Tech teams to build and improve user lifecycle and lead generation funnels in support of SGCM's various Business Units

• Report attributed lifecycle outcomes by channel against agreed definitions

• Own the evaluation of the lifecycle platform, including the recommendation to retain or replace it and the migration if one follows

• Conduct monthly analysis and report on key lifecycle metrics: user activation, engagement and retention

About you

• Degree in Marketing / Business / Communications, or related discipline

• Min. 3-5 years of experience in CRM, lifecycle or retention marketing, including platform ownership

• Hands-on experience running a marketing automation or lifecycle platform (e.g. Braze)

• Proven experience designing and delivering multi-step, multi-channel customer journeys

• Experience with web analytics (e.g. Google Analytics) and with behavioural event data

• Experience defining audience segments and the events behind them

• Excellent problem-solving, teamwork and communication skills

• Communicate effectively in English - both written and verbal

• Other adhoc assigned