About this role
About the Role
We are looking for a CRM Specialist to own and grow our customer lifecycle marketing efforts across Mudah and Carousell. This role will support multiple customer segments, lifecycle journeys, and business objectives across marketplace categories and brands.
You will work closely with Product, Data, and Business teams to improve user activation, engagement, retention, and reactivation through targeted lifecycle communications, audience segmentation, and personalised customer experiences.
You will also contribute to the development of CRM best practices, campaign playbooks, and scalable lifecycle programmes that improve customer experience and drive measurable business outcomes across multiple brands, customer segments, and marketplace categories.
This is a hands-on role for someone who enjoys combining data, technology, customer insights, and experimentation to drive measurable business outcomes.
Key Responsibilities
CRM Campaign Management
Plan, execute, and optimise CRM campaigns across Push, In-App, Email, SMS, and WhatsApp channels across Mudah and Carousell, ensuring alignment with business objectives and growth prioritiesOwn campaign calendars and ensure timely delivery of lifecycle, promotional, and behavioural campaignsCoordinate campaign execution with Product, Design, Content, and Business stakeholdersEnsure campaign quality through proper QA, testing, and monitoringLifecycle Marketing & Automation
Build and optimise lifecycle journeys across onboarding, activation, engagement, retention, and reactivationDevelop audience segments based on user behaviour, marketplace activity, lifecycle stage, and business priorities across multiple customer groups and categoriesIdentify opportunities to improve user engagement through personalisation, automation, and behavioural targetingMaintain and enhance CRM workflows and automation programmesCRM Strategy & Roadmap
Recommend lifecycle marketing, audience segmentation, communication, and automation strategies to improve user engagement, retention, and reactivationIdentify opportunities across customer journeys and develop CRM initiatives to improve customer experience and business outcomesPartner with Product, Data, Analytics, and Business teams to align CRM priorities with customer, category, marketplace, and commercial objectivesBalance CRM initiatives across multiple customer segments, user journeys, brands, and business prioritiesContribute to CRM roadmap planning, experimentation, and optimisation through customer insights, performance analysis, and campaign learningsData, Testing & Optimisation
Monitor campaign performance and key CRM metricsConduct A/B testing on messaging, timing, audiences, and campaign formatsAnalyse user behaviour and campaign performance to identify optimisation opportunitiesEvaluate performance across different customer segments, lifecycle stages, and campaigns to identify growth opportunitiesTranslate insights into actionable recommendations and experimentsCross-Functional Collaboration
Partner with Product, Data, Analytics, and Business to identify lifecycle opportunities and support growth initiativesWork closely with Brand and Content teams to ensure effective customer communicationsProvide CRM recommendations and audience insights to support product launches, GTM initiatives, and marketplace campaignsCRM Operations & Platform Management
Manage day-to-day CRM platform operations across Mudah, Carousell and dual-brand initiatives where relevantDevelop and maintain CRM best practices, campaign playbooks, and execution standards to improve consistency and effectivenessSupport CRM governance by maintaining campaign documentation, audience frameworks, and operational processesIdentify opportunities to improve CRM workflows, tools, and ways of working across teams Requirements
Experience
3–5 years of experience in CRM, Lifecycle Marketing, Retention Marketing, or Marketing AutomationExperience managing multiple customer segments, campaigns, CRM channels, lifecycle journeys, product categories, or business objectivesProven track record of executing and optimising lifecycle programmes and customer journeysTechnical Skills
Hands-on experience with CRM platforms such as Braze, MoEngage, Clevertap, HubSpot, Salesforce Marketing Cloud, or similarStrong understanding of customer segmentation, lifecycle marketing, and personalisationExperience with A/B testing and campaign performance analysisProficiency in Excel or Google SheetsExperience with SQL, BI tools, or analytics platforms is an advantageCompetencies
Strong analytical and problem-solving skillsDemonstrates strong ownership and initiative, with the ability to independently manage CRM programmes and propose solutions with minimal supervisionAble to balance strategic thinking with hands-on campaign executionHighly organised with strong attention to detail and comfortable working in a fast-paced environmentStrong communication skills with the ability to manage multiple stakeholders simultaneously
Nice to Have
Experience in marketplace, e-commerce, classifieds, fintech, or consumer technology businessesFamiliarity with Amplitude, Mixpanel, Looker, Tableau, or similar analytics toolsExperience using AI tools to improve productivity, campaign development, or analysis Success in This Role
Delivers CRM campaigns accurately and on time across multiple customer segments and business priorities across Mudah, Carousell, and dual-brand initiatives where relevantImproves engagement, activation, retention, and reactivation performance across CRM channelsBuilds scalable lifecycle programmes, audience segmentation strategies, and automation journeysUses data, testing, and experimentation to continuously improve performanceActs as the CRM subject matter expert within the Growth teamBy proceeding with your application, you are adhering to our PDPA policies. In case you are interested to know more, read about our Candidates Personal Data Privacy Statement.