Position Title
Senior Executive, CRM
Report To
Assistant Manager, CRM
Position Summary
The role oversees the end-to-end design and execution of database marketing initiatives, including lifecycle communications, targeted campaigns and digital promotions, ensuring alignment with broader commercial and brand objectives. Working closely with cross-functional teams across marketing, digital, commercial and product functions, the position ensures customer communications are timely, relevant and performance-driven. Through continuous monitoring of campaign performance and optimization of marketing automation workflows, the role strengthens customer lifecycle management, personalization capabilities and conversion outcomes, supporting the airline’s broader ambition to build deeper customer relationships and drive sustainable digital revenue growth.
Key Accountability
- Plan and execute end-to-end CRM campaigns across email, push, and other CRM channels to drive customer revenue, engagement, and retention.
- Develop and implement advanced lead generation strategies to grow the MH and FY newsletter database.
- Take ownership on campaign briefing processes, guiding creative direction and messaging for CRM communications in alignment with business goals and brand strategy.
- Ensure all CRM communications meet organisational standards of accuracy, personalization, responsiveness, and rendering across devices and platforms.
- Strategize and oversee email list segmentation, targeting, and personalization logic to ensure relevancy and effectiveness in communications.
- Provide strategic recommendations based on performance analytics, consumer behavior, and market trends to enhance CRM channel performance.
- Collaborate closely with key stakeholders across business units to ensure CRM efforts are integrated with wider business initiatives.
- Lead experimentation strategies including A/B testing and multivariate testing, with a focus on improving revenue, open rates, CTRs, and conversion.
Qualification & Working Experience
- Bachelor of Education, Arts, Mass Communications, Business & Management, Legal, etc. with 3-5 years’ experience.
- Diploma of Education, Arts, Mass Communications, Business & Management, Legal, etc. with 3-5 years’ experience.
- At least 3-5 years of working experience in digital marketing or a relevant field
Area of Experience
- Excellent understanding of digital marketing concepts and best practices.
- Skills and experience in creative content writing, having analytical mindset and critical thinking and excellent communication and interpersonal skills.
- Prior experience utilizing CRM tools and systems (e.g., Salesforce, HubSpot, Braze) is an added advantage.
- Strong proficiency in HTML coding and its practical application in CRM campaigns.
