Senior Manager, CRM Marketing

5 days ago

Hong Kong, Central and Western District, Hong Kong SAR China AXA Group Full time

Responsibilities:

The CRM Marketing Senior Manager will serve as the functional head for the CRM Marketing Team. This role will support the Customer Strategy and Insights Director in the following areas:

  • Developing and implementing the CRM Marketing Strategy to enhance customer engagement through proactive communication and marketing automation. The role will also focus on expanding cross-selling and upselling opportunities across all lines of business.
  • Managing the CRM Platform to facilitate targeted engagement communications through email, SMS, and push notifications via Salesforce Marketing Cloud (SFMC).
  • Driving the growth of the active customer base and ensuring the retention of existing customers.
  • Developing a lifecycle framework for effective customer nurturing and engagement.
  • Leading and collaborating with internal teams to identify requirements and build business cases that support the enhancement of the customer journey.
  • Leveraging persona analysis for strategic targeting and translating ideas into actionable campaigns.

Key Accountabilities:

  • CRM Strategy formation
    • Lead the formulation of the CRM Marketing strategy in alignment with the overall business strategy.
  • Leadership and Team Management:
    • Lead a team of CRM Marketing experts to drive all CRM Marketing programs, campaigns, and ongoing enhancements.
    • Act as a subject matter expert (SME) on all CRM Marketing related matters, provide guidance and coaching to team members.
  • CRM campaign design & optimisation
    • Oversee the design and implementation in Salesforce Marketing Cloud, including journey development, automation, data extension structure, email marketing, personalized content, etc.
    • Build digital assets (email, SMS, in-app push notifications, and cloud pages) and automations in SFMC, and suggest refinements and improvements to the journey both in terms of the scripts and assets.
    • Lead the development of campaign audience targeting and collaborate with the data science team to refine segmentation, targeting and data transition pipelines.
    • Design, optimize, and execute campaigns using strategies such as A/B testing, throttled sending, nurturing journeys, marketing automations, and dynamic content.
    • Work closely with IT, Operations, Digital, and other departments to develop and execute all proactive communications, eCommunications, and CRM marketing campaigns.
    • Drive campaign customer journey testing, user acceptance sign-off for the campaign's assets.
  • Performance Analysis and Reporting
    • Deliver data-driven insights to evaluate campaign effectiveness and make recommendations for future initiatives.
    • Lead the development of campaign-related dashboards to share CRM performance and capture transactional behavior analysis for future planning.
  • Ongoing campaign governance
    • Liaise with Salesforce Marketing Cloud support, Digital teams, IT teams and Data Science team for all topics related to the platform, including upgrades, issue resolution, incidents, etc.
    • Take ownership of new techniques to improve existing CRM campaign management, automations and provide best marketing practices with Salesforce Marketing Cloud.
    • Oversee the configuration of account setup and governance for users and access.

Qualifications & Requirements:

  • 12-15 years of experience in marketing, with a focus in managing CRM marketing programs, data-driven marketing strategies or relevant work experience.
  • University graduate, preferably in Business, Marketing, Technology, or related disciplines.
  • Familiarity with the insurance or financial services industry is preferred, with a strong understanding of customer behavior and engagement in these sectors.
  • Prior experience in CRM and data analytics within financial services or consulting firms is highly desirable. Related experience in the e-commerce retail sector will also be considered.
  • Extensive experience in utilizing CRM tools and data analytics platforms to derive insights and optimize customer journeys, such as managing Marketing Cloud platforms (including Email Studio, Journey Builder, automation, DE, AMPscript, etc.) or similar platforms.
  • Experience in leveraging a complex marketing automation platform would be an advantage.
  • Strong acumen for data analytics.
  • Basic knowledge of HTML, SQL or Databrick would be an advantage.
  • Exposure to reporting visualization tools like Tableau, Power BI or similar platforms would be an advantage.
  • Strong ability to lead and motivate a team.
  • Strong stakeholder management skills.
  • Good communication and coordination skills.
  • Can-do attitude and an entrepreneurial mindset.
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