Primary Job Responsibilities:

Plan and execute CRM campaigns across email, in-app push, and other owned channels for the MYSG markets.
Collaborate with the Regional team to architect how CRM and in-app push are structured, ensuring consistency and scalability across markets. Build and continuously refine lifecycle journeys (welcome, win-back, post-purchase, birthday/occasion-based, etc.)

CDP & Segmentation

• Use internal data points (transaction history, app behavior, promo/loyalty engagement, and other first-party signals) to build meaningful customer segments.

• Translate segments into targeted journeys and campaigns that nurture customers at each stage of their lifecycle.

• Partner with data/engineering teams to ensure the CDP is capturing the right signals and that segment logic stays accurate as the customer base evolves.

Retention Strategy

• Own retention KPIs (repeat purchase rate, churn/win-back performance, customer lifetime value) for MYSG.

• Identify at-risk or lapsing customer cohorts and design interventions to re-engage them.

• Monitor and report on the performance of retention initiatives, adjusting strategy based on results.

Cross-functional & Regional Collaboration

• Act as the MYSG point of contact for Regional CRM/CDP initiatives, bringing local market context into regional planning.

• Partner with Growth Marketing, Product, and Data teams to ensure CRM/CDP tooling and processes support the broader growth strategy Present performance updates and recommendations to stakeholders and leadership.

Job Qualifications & Requirement :

• Bachelor's degree in Marketing, Business, Data Analytics, or a related field.

• 3–5 years of experience in CRM, lifecycle/retention marketing, or loyalty program management.

• Hands-on experience running multi-channel CRM campaigns (email, in-app push, and/or SMS) end-to-end — from planning through execution and reporting

• Practical experience with a CRM or CDP platform for segmentation and campaign automation (e.g., Braze, Insider, CleverTap, Segment, or similar)

• Strong data literacy — comfortable working with spreadsheets and/or SQL to build customer segments, read campaign performance, and track retention metrics

• Demonstrated ability to translate data into customer segments and lifecycle journeys (not just one-off broadcast campaigns)

• Strong stakeholder management skills, with experience working cross-functionally across teams such as regional/HQ, product, and data

• Excellent written and verbal communication skills in English Skills & Knowledge.
  
  a Necessity, not a Luxury

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