CRM Specialist

Job Description

About the Role

We are looking for a CRM Specialist to own and grow our customer lifecycle marketing efforts across Mudah and Carousell. This role will support multiple customer segments, lifecycle journeys, and business objectives across marketplace categories and brands.

You will work closely with Product, Data, and Business teams to improve user activation, engagement, retention, and reactivation through targeted lifecycle communications, audience segmentation, and personalised customer experiences.

You will also contribute to the development of CRM best practices, campaign playbooks, and scalable lifecycle programmes that improve customer experience and drive measurable business outcomes across multiple brands, customer segments, and marketplace categories.

This is a hands-on role for someone who enjoys combining data, technology, customer insights, and experimentation to drive measurable business outcomes.

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

Qualifications

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

Additional Information

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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