Director, Lifecycle Marketing

Singtel; Singapore; On-site; Confidential; Full time

Benefits offered by this job

Full suite of health and wellness benefits

Ongoing training and development programs

Internal mobility opportunities

Job summary

Singtel is seeking a marketing professional to manage their consumer base in Singapore, focusing on churn reduction and marketing strategies. The ideal candidate will have experience in customer lifecycle management, strong analytical skills, and the ability to lead innovative marketing campaigns.

You will work closely with teams to drive retention and improve revenue. A Bachelor's degree in a relevant field is required, with an MBA preferred. Singtel offers comprehensive health benefits and ongoing development opportunities.

Qualifications

• A minimum of relevant experience in large corporations or MNCs.
• Strong results-oriented approach with stakeholder management experience.
• Proficiency in customer analytics and customer experience management.

Responsibilities

• Manage consumer base, focusing on churn reduction and revenue improvement.
• Lead the conceptualization of customer lifecycle marketing strategies.
• Oversee the integration of AI into marketing strategies.
• Monitor market developments to adapt marketing strategies.
• Spearhead innovative marketing campaigns using data-driven approaches.
• Analyze customer data for campaign effectiveness and insights.
• Develop a high-performance team and manage resources efficiently.
• Partner with workstreams for effective campaign execution.

Skills

Customer management

Churn and lifecycle marketing

Marketing strategy

Data analytics

Presentation skills (written and verbal)

Budget management

Education

Bachelor’s degree in Business, Marketing, Finance, or related field

Master of Business Administration (MBA)

Job description

At Singtel, we believe in the strength of a vibrant, diverse and inclusive workforce where backgrounds, perspectives and life experiences of our people help us innovate and create strong connections with our customers. We strive to ensure all our people practices are non-discriminatory and provide a fair, performance-based work culture that is diverse, inclusive and collaborative.

Join us and experience what it’s like to be with an Employer of Choice*. Together, let’s create a brighter digital future for all. *Awarded at the HR Fest Awards 2020.

Make An Impact By

• Managing Consumer Base: Responsible for managing the consumer base, focusing on churn reduction, recontracting, Average revenue per unit (ARPU) improvement, and upsell targets. You will formulate strategic and operational customer lifecycle management strategies- supporting new technology penetration through scientific and data-driven marketing techniques.
• Conceptualizing Lifecycle Marketing Strategies: Lead a team in conceptualizing customer lifecycle marketing strategies and translating them into executable plans. Your focus will be on driving retention, achieving upsell targets, and increasing service holding to achieve revenue and retention objectives. You will also drive recontracting through customer engagement and loyalty initiatives.
• Championing AI-Enabled Marketing Transformation: Lead strategic integration of AI into Singtel’s lifecycle marketing agenda. You will oversee the implementation of hyper-personalization frameworks including content generation capabilities. Your focus will be on embedding AI-enabled segmentation, modelling, and real-time decisioning engines into lifecycle strategies.
• Market Monitoring and Strategy: Stay abreast of market developments and monitor the competitive landscape to position the Consumer Business for new services. You will respond quickly and proactively to market intelligence and competitor feedback, steering marketing strategies to remain market relevant and customer-friendly. Customer insights will be a key focus, allowing you to tailor messaging and distribution channels accordingly.
• Innovative Marketing Campaigns: Spearhead the execution of new approaches in marketing campaigns, such as hyper personalization, contextual targeting, improved automation, and tracking. Collaboration with marketing, sales, and data science teams will be crucial to develop and launch automated flows based on propensity models and behavioral data.
• Customer Base Analysis and Reporting: Responsible for analyzing the customer base, owning customer information, data extraction, and regular tracking of marketing campaign effectiveness. Weekly reporting on key metrics and performance indicators will be part of your responsibilities.
• Team Development: Develop and build a high-performance team through active resource planning, workload balancing, skill and expertise development, talent acquisition, and retention.
• Campaign Strategy and Execution: Partner with various workstreams to manage campaign strategies and executions, including base management, calendar planning, targeting, segmentation, and reporting. You will implement processes to effectively prioritize and streamline user communications.

Skills For Success

• A bachelor’s degree in Business, Marketing, Finance, Accountancy, or related field. A Master of Business Administration (MBA) is desirable.
• Relevant experience working in large corporations or MNCs. Competency and experience in customer management, churn, and lifecycle marketing.
• Strong results orientation and stakeholder management experience.
• Proven marketing strategy and management skills.
• Experience in building customer journeys, including online and social media marketing, customer loyalty program management, web applications, and mobile and home business applications.
• Experience and knowledge in devices, Telco data, customer analytics, and customer experience management (e.g., retail shops, call center, loyalty programs).
• Possess Business acumen, presentation skills (both written and verbal), creativity, resourcefulness, analytical skills, leadership and people management capabilities, stakeholder management, solid budget management, and a challenger mindset.

Rewards That Go Beyond

• Full suite of health and wellness benefits.
• Ongoing training and development programs.
• Internal mobility opportunities.