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Sovereign’s Capital
Sovereign’s Capital

Senior Manager, CRMSingapore



Posted on Friday, November 3, 2023

Life at Grab

At Grab, every Grabber is guided by The Grab Way, which spells out our mission, how we believe we can achieve it, and our operating principles - the 4Hs: Heart, Hunger, Honour and Humility. These principles guide and help us make decisions as we work to create economic empowerment for the people of Southeast Asia.

Get to know our team:

The CRM team owns the data-driven customer experience for Grab consumers, delivery partners and merchants across South East Asia. The team develops the personalisation strategy across email, SMS, push notifications, in-app messaging and other marketing channels, whilst being a crucial part of the team which extends that personalisation strategy into our product and service channels.

Get to know the role:

The CRM Senior Manager/ Manager is responsible for developing, implementing, and managing online marketing strategies with regards to life cycle campaigns that help to bring growth and retention for the company in all verticals / services. Using owned, paid channels like SMS and Whatsapp and tools to reach and engage with to engage our App users and Partners.


  • Develop and execute regional CRM strategies and communications in for all Grabwide strategic initiatiives and or lifecycles

  • Work in partnership with Marketing Analytics to develop a deep understanding of what resonates with our Customers/ partners (Merchants or Drivers) , create and implement cross-channel, end-to-end customer journeys.

  • Optimize business rules that automate and drive content, triggers, audience segmentation, channel selection, creative messaging and communications cadence.

  • Build and monitor testing scenarios tied back to customer success KPIs to regularly surface business analytics, timely and accurate insights to improve campaign responsiveness.

  • Be the gatekeeper of all CRM campaigns, monitor the campaign pipeline and optimize the communication frequency

  • Maintain high levels of data hygiene with fast-growing, high-volume lists and data from multiple sources, including our data warehouse and CRM tools.

  • Own CRM KPIs, including deliverability, open rate, click rate, conversion rate, opt-out rate, revenue, as well as specific business goals around individual campaigns.

  • Actively manage all the levers like contact list size and health, target criteria selection, cohorts and segments to create relevant and engaging campaigns for customers/partners.

  • Constantly stay informed with best in class acquisition, retention and advocacy practices.

  • Quickly identify and troubleshoot any campaign performance issues, and drive successful resolutions. Approve, establish and enforce direct communication rules and restrictions.

  • Manage CRM platform and communication related budget

  • Lead a team that is responsible for developing, implementing, executing regional CRM initiatives for Partners

The must haves:

  • Bachelor degree in a quantitative field required. Masters degree, MBA/MSc or related programs preferred

  • Hands-on experience with an ESP/CRM or marketing automation platforms

  • managing and executing email programs for consumer products with a major Email Service Provider or CRM platform.

  • 7+ years of successful, diverse and progressive ecommerce/online marketing experience.

  • Minimum 5 years of direct CRM experience, mobile CRM preferred

  • Experience managing a sizeable (3+) team is mandatory.

  • Proven experience in setting up robust operations with clear visibility into throughput and SLA measurements.

  • Excellent project management skills with an ability to set and achieve goals, meet deadlines, and multitask in a fast paced environment.

  • Analytical thinker with a depth of knowledge in digital analytics, campaign tracking and ROI metrics .

  • Experience with A/B and more complex communication testing required.

  • Experience in conceptualizing and implementing marketing plans.

  • Strong Excel and data modelling skills.

  • Ability to manage various projects at once in an ever-changing environment, balancing an intense attention to detail with swift execution, working well with and inspiring cross-functional teams.

  • Passion for continuous improvement. Creative and self-starter.

  • Note: Seniority and job title will be dependent on experience.

Our Commitment

We are committed to building diverse teams and creating an inclusive workplace that enables all Grabbers to perform at their best, regardless of nationality, ethnicity, religion, age, gender identity or sexual orientation and other attributes that make each Grabber unique.

Forward together

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Equal opportunity

Grab is an equal opportunity employer. We owe our success to the talents of our globally-diverse team and the varying perspectives they add to our thriving community.

Recruitment agencies

Grab does not accept unsolicited resumes sent by recruiting agencies. Please do not forward resumes to our job postings, Grab employees or other parts of the business. Grab will not be liable to pay any fees to agencies for candidates hired as a result of unrequested resumes.