About the RoleWe 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 ResponsibilitiesCRM Campaign ManagementPlan, 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 prioritiesOwn campaign calendars and ensure timely delivery of lifecycle, promotional, and behavioural campaignsCoordinate campaign execution with Product, Design, Content, and Business stakeholdersEnsure campaign quality through proper QA, testing, and monitoringLifecycle Marketing & AutomationBuild and optimise lifecycle journeys across onboarding, activation, engagement, retention, and reactivationDevelop audience segments based on user behaviour, marketplace activity, lifecycle stage, and business priorities across multiple customer groups and categoriesIdentify opportunities to improve user engagement through personalisation, automation, and behavioural targetingMaintain and enhance CRM workflows and automation programmesCRM Strategy & RoadmapRecommend lifecycle marketing, audience segmentation, communication, and automation strategies to improve user engagement, retention, and reactivationIdentify opportunities across customer journeys and develop CRM initiatives to improve customer experience and business outcomesPartner with Product, Data, Analytics, and Business teams to align CRM priorities with customer, category, marketplace, and commercial objectivesBalance CRM initiatives across multiple customer segments, user journeys, brands, and business prioritiesContribute to CRM roadmap planning, experimentation, and optimisation through customer insights, performance analysis, and campaign learningsData, Testing & OptimisationMonitor campaign performance and key CRM metricsConduct A/B testing on messaging, timing, audiences, and campaign formatsAnalyse user behaviour and campaign performance to identify optimisation opportunitiesEvaluate performance across different customer segments, lifecycle stages, and campaigns to identify growth opportunitiesTranslate insights into actionable recommendations and experimentsCross-Functional CollaborationPartner with Product, Data, Analytics, and Business to identify lifecycle opportunities and support growth initiativesWork closely with Brand and Content teams to ensure effective customer communicationsProvide CRM recommendations and audience insights to support product launches, GTM initiatives, and marketplace campaignsCRM Operations & Platform ManagementManage day-to-day CRM platform operations across Mudah, Carousell and dual-brand initiatives where relevantDevelop and maintain CRM best practices, campaign playbooks, and execution standards to improve consistency and effectivenessSupport CRM governance by maintaining campaign documentation, audience frameworks, and operational processesIdentify opportunities to improve CRM workflows, tools, and ways of working across teams
