Description
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
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.
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.
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.
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.
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.
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.
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.
Qualifications
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