CRM Specialist

Key Responsibilities

CRM Campaign Management

• Plan, execute, and optimise CRM campaigns across Push, In-App, Email, SMS, and WhatsApp channels across Mudah and Carousell, ensuring alignment with business objectives and growth priorities
• Own campaign calendars and ensure timely delivery of lifecycle, promotional, and behavioural campaigns
• Coordinate campaign execution with Product, Design, Content, and Business stakeholders
• Ensure campaign quality through proper QA, testing, and monitoring

Lifecycle Marketing & Automation

• Build and optimise lifecycle journeys across onboarding, activation, engagement, retention, and reactivation
• Develop audience segments based on user behaviour, marketplace activity, lifecycle stage, and business priorities across multiple customer groups and categories
• Identify opportunities to improve user engagement through personalisation, automation, and behavioural targeting
• Maintain and enhance CRM workflows and automation programmes

CRM Strategy & Roadmap

• Recommend lifecycle marketing, audience segmentation, communication, and automation strategies to improve user engagement, retention, and reactivation
• Identify opportunities across customer journeys and develop CRM initiatives to improve customer experience and business outcomes
• Partner with Product, Data, Analytics, and Business teams to align CRM priorities with customer, category, marketplace, and commercial objectives
• Balance CRM initiatives across multiple customer segments, user journeys, brands, and business priorities
• Contribute to CRM roadmap planning, experimentation, and optimisation through customer insights, performance analysis, and campaign learnings

Data, Testing & Optimisation

• Monitor campaign performance and key CRM metrics
• Conduct A/B testing on messaging, timing, audiences, and campaign formats
• Analyse user behaviour and campaign performance to identify optimisation opportunities
• Evaluate performance across different customer segments, lifecycle stages, and campaigns to identify growth opportunities
• Translate insights into actionable recommendations and experiments

Cross-Functional Collaboration

• Partner with Product, Data, Analytics, and Business to identify lifecycle opportunities and support growth initiatives
• Work closely with Brand and Content teams to ensure effective customer communications
• Provide CRM recommendations and audience insights to support product launches, GTM initiatives, and marketplace campaigns

CRM Operations & Platform Management

• Manage day-to-day CRM platform operations across Mudah, Carousell and dual-brand initiatives where relevant
• Develop and maintain CRM best practices, campaign playbooks, and execution standards to improve consistency and effectiveness
• Support CRM governance by maintaining campaign documentation, audience frameworks, and operational processes
• Identify opportunities to improve CRM workflows, tools, and ways of working across teams

Requirements

Experience

• 3–5 years of experience in CRM, Lifecycle Marketing, Retention Marketing, or Marketing Automation
• Experience managing multiple customer segments, campaigns, CRM channels, lifecycle journeys, product categories, or business objectives
• Proven track record of executing and optimising lifecycle programmes and customer journeys

Technical Skills

• Hands-on experience with CRM platforms such as Braze, MoEngage, Clevertap, HubSpot, Salesforce Marketing Cloud, or similar
• Strong understanding of customer segmentation, lifecycle marketing, and personalisation
• Experience with A/B testing and campaign performance analysis
• Proficiency in Excel or Google Sheets
• Experience with SQL, BI tools, or analytics platforms is an advantage

Competencies

• Strong analytical and problem-solving skills
• Demonstrates strong ownership and initiative, with the ability to independently manage CRM programmes and propose solutions with minimal supervision
• Able to balance strategic thinking with hands-on campaign execution
• Highly organised with strong attention to detail and comfortable working in a fast-paced environment
• Strong communication skills with the ability to manage multiple stakeholders simultaneously

Nice to Have

• Experience in marketplace, e-commerce, classifieds, fintech, or consumer technology businesses
• Familiarity with Amplitude, Mixpanel, Looker, Tableau, or similar analytics tools
• Experience using AI tools to improve productivity, campaign development, or analysis

Success in This Role

• Delivers CRM campaigns accurately and on time across multiple customer segments and business priorities across Mudah, Carousell, and dual-brand initiatives where relevant
• Improves engagement, activation, retention, and reactivation performance across CRM channels
• Builds scalable lifecycle programmes, audience segmentation strategies, and automation journeys
• Uses data, testing, and experimentation to continuously improve performance
• Acts as the CRM subject matter expert within the Growth team

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