CRM / Customer Lifecycle Manager

COMPANY DESCRIPTION

Mediacorp is Singapore's largest content creator and national media network, operating a suite of TV channels, radio stations, and multiple digital platforms. Its mission is to engage, entertain, and enrich audiences by harnessing the power of creativity.

We are committed to creating an inclusive and diverse workplace where talent thrives. Our hiring decisions are made based on merit and fit-to-role. If you have a disability or special need which requires accommodation to participate in the recruitment process, please inform us when you submit your online application. We will be happy to support as necessary.

Thank you for your interest and application to this role. Please note that only short-listed candidates will be contacted.

RESPONSIBILITIES

The CRM & Customer Lifecycle Manager is responsible for developing and driving customer lifecycle and retention strategies for The Wonder Shop, Mediacorp's content-driven ecommerce platform. This role focuses on maximising customer lifetime value through CRM, loyalty, and personalised engagement across owned channels.

Working closely with the Marketing & Growth Strategy Manager, this role translates overall growth strategy into effective lifecycle programmes, ensuring strong customer retention, engagement, and repeat revenue contribution.

Key Responsibilities

1. Customer Lifecycle Strategy & Execution

• Develop and implement end-to-end customer lifecycle strategies across onboarding, activation, retention, and reactivation.

• Design and optimise automated customer journeys based on behavioural and transactional data.

• Continuously refine lifecycle touchpoints to improve engagement, conversion, and repeat purchase rates.

1. CRM & Retention Marketing

• Own CRM channels (email, and other owned platforms) as key drivers of customer engagement and revenue.

• Plan and execute CRM campaigns, including newsletters, triggered flows, and targeted communications.

• Ensure consistency of messaging and alignment with overall marketing campaigns.

1. Segmentation,Personalisation& Customer Insights

• Lead customer segmentation strategies to enable targeted and personalised communication.

• Leverage data to identify key customer cohorts, behaviours, and opportunities for growth.

• Translate insights into actionable CRM strategies that improve customer experience and performance.

1. LoyaltyProgrammeDevelopment

• Support the development and optimisation of loyalty programmes to drive retention and frequency.

• Design engagement mechanics (rewards, tiers, incentives) that encourage long-term customer relationships.

• Monitor loyalty performance and recommend enhancements.

1. Database Growth & Health

• Drive initiatives to grow and strengthen the customer database across digital touchpoints.

• Ensure best practices in database management, segmentation structure, and data hygiene.

• Monitor deliverability, engagement health, and compliance standards.

1. Performance Management &Optimisation

• Own CRM performance metrics including engagement rates, conversion, retention, and revenue contribution.

• Conduct testing strategies (A/B testing, journey optimisation) to continuously improve outcomes.

• Provide regular performance insights and recommendations to inform broader growth strategy.

1. Cross-Functional Collaboration

• Partner with Marketing, Merchandising, and Digital teams to align CRM initiatives with broader campaigns and business priorities.

• Work closely with the Marketing & Growth Strategy Manager to ensure lifecycle strategies support overall business goals.

• Contribute to planning discussions with a strong customer and retention perspective.

Skills & Requirements

• 4-7 years of experience in CRM, lifecycle marketing, or retention marketing

• Strong experience with CRM platforms (e.g., Dot Digital, Braze, Klaviyo, etc.)

• Proven ability to build and optimise lifecycle programmes and automated journeys

• Strong analytical skills with the ability to translate data into actionable insights

• Experience in loyalty programme design or customer engagement strategies is a plus

• Ability to balance strategic thinking with hands-on execution

• Strong stakeholder management and communication skills