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 the 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 personalization strategy across email, SMS, push notifications, in-app messaging, and other marketing channels, whilst being a crucial part of the team that extends that personalization strategy into our product and service channels.

Get to Know the Role

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

• Digital Strategy Development: Creating digital marketing strategies that align with the overall business goals. This includes defining target audiences, setting objectives and selecting the most appropriate digital channels.

• Coordination: Coordinate with creative and content writing agencies on creating assets and content for a campaign launch, it should be engaging, informative, and relevant to the audience. Coordinate various stakeholders, like country marketing, product managers, and data analytics for finalizing campaign requirements. Work with local marketing stakeholders to get comms messaging, asset approved

• CRM Marketing: Design and execute email marketing, push and inapp campaigns, segmenting the email list, and analyzing email campaign results.

• Campaign Development: Hands on using SFMC and/or internal platform to develop automation and journeys, liaise with agency team on development of campaign assets

• Analytics and Data Analysis: Analyze data to ascertain the effectiveness of strategies and make data-driven decisions for improvements.

• Client or Stakeholder Communication: Need to communicate with stakeholders, providing regular updates on campaign performance and discussing strategies.

The Day-to-Day Activities:

Lifecycle Strategy & Management

• Develop and implement cross-life stage marketing strategies to acquire, engage and retain customers across the region

• Create in-depth customer journeys using different channels, such as Emails, SMS and In-App

Cross-Functional Collaboration & Stakeholder Engagement:

• Provide direct support and work in partnership with Country teams to guide, evangelize, and support the creation and execution of their CRM strategies

• Senior stakeholder engagement to secure buy-in and demonstrate impact of CRM

Data Insights & Measurement

• Work closely with Data Analytics, Market Research, and Local Ops teams to understand user segmentation/behavior and identify user insights that can be leveraged in lifecycle communication strategies

• Track key performance indicators and campaign success metrics across the region

Creative Development

• Work closely with Creative and Product teams to ensure communications are on-brand and impactful

• Design and brief communications for various campaigns

Experimentation

• Continuously evaluate and improve CRM campaigns by leveraging data

• Strategize and coordinate to streamline messaging, targeting, and execution

Campaign Execution

• Build and implement complex life cycle journeys & test plans via multiple channels such as email, SMS, Push, and In-App as per the campaign calendar

• Research feasibility and implementation of new marketing channels

• Internal SME for any platform-related questions

• Review accuracy in communications, including copy, product, and T&C

• Robust testing of digital campaigns across multiple platforms to maintain a high level of quality assurance

• Be responsible for monitoring and managing all daily email campaigns (operations and performance)

• Act as an internal champion for teams regarding platform roadmap capabilities

• Champion & execute personalization and 1:1 communications approach

Deliverables:

• Program commercial goals (users, transactions, GMV) and engagement-related goals

• Clear, well-documented quarterly program plans

• Test-and-learn plan with clear learning objectives

• Impact and  uplift of campaign optimization

• Efficiency and effectiveness of internal partner engagement

• Overall thought leadership and CRM best practice deployment

• Recommendations for cross-channel and local campaign consolidations/collaboration

The Must-Haves:

• 5+ years of experience in Marketing or Business Strategy with a track record of delivering measurable results. Strong understanding of B2C customer lifecycle and needs

• You will have a natural aptitude for translating data into insights, and the ability to define and influence new strategies based on these insights

• You will have the ability to solve complex, cross-functional business problems while dealing with challenging deadlines and opposing priorities

• Strong project management and stakeholder engagement skills to manage a wide range of programs and thrive in a fast-paced and demanding environment, proactively setting the business direction and managing daily deliverables

• You will have outstanding written and verbal communication and presentation skills

• Understands and has prior experience or exposure to CRM or Database management

• Hands-on experience with actual build, development, and deployment of lifecycle automation (i.e. Salesforce Marketing Cloud, Pardot, Responsys, Adobe, Eloqua, etc.)

• Familiarity with multi-channel communications such as Push, SMS, In-App, and Email

• Understanding of database management and data visualization platforms. Especially Understanding of SQL ability to read, write, and optimize advanced SQL queries

• Strong problem-solving/troubleshooting methodology and skills

• Professionalism and experience working with various internal stakeholders & teams

• Can conform to shifting priorities and timelines

• Self-starter with a can-do attitude and a strong eye for detail

• Must be able to multitask to meet deadlines while maintaining the high quality of work

The Nice-to-Haves:

• Good knowledge of online marketing techniques for both transactional and relationship marketing in B2C environments

• Experience in online CRM and Campaign Management tools and sophisticated personalized e-channel tools

Our Commitment

We recognize that with these individual attributes come different workplace challenges, and we will work with Grabbers to address them in our journey towards creating inclusion at Grab for all Grabbers.