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CRM & Lifecycle Marketing Manager



Marketing & Communications
Kuala Lumpur, Malaysia
Posted on Thursday, June 20, 2024

StashAway is looking for an experienced CRM & Lifecycle Marketing Manager to join our Marketing Team. Reporting to the Head of Online Marketing & CRM, this position is crucial for optimising the customer funnel through the entire lifecycle.

Based in Kuala Lumpur, the Online Marketing & CRM team oversees tactical campaigns and customer retention across five markets: Singapore, Malaysia, Dubai, Hong Kong, and Thailand. You will work closely with the product and broader marketing team to develop lifecycle and growth marketing strategies.

This role involves full responsibility for building the lifecycle marketing calendar, enhancing our martech capabilities, and leading as well as executing campaigns and activities that drive business growth. The focus will be on driving user activation, engagement, and retention across various channels, including email, push notifications, in-app messages, and WhatsApp, in support of StashAway’s key growth objectives.


  • End-to-End Campaign and Lifecycle Management: Assume comprehensive responsibility for lifecycle marketing programs, managing key metrics for user activation, engagement, and retention.
  • Customer Journey Development: Develop, implement, and optimise customer journeys to unlock additional value from users and drive growth opportunities.
  • Campaign Planning and Execution: Plan and execute end-to-end campaigns across email, WhatsApp/SMS, and in-app touchpoints to drive cross-sell targets. This includes identifying suitable segments, bundling campaigns, drafting compelling content, and reporting on conversion results.
  • Automated Workflow Management: Map out triggers and content based on user actions and build automated email workflows for welcoming, nurturing, and cross-sell.
  • Lifecycle Segmentation: Utilise customer data to segment the customer base effectively, developing tailored marketing efforts that resonate with individual customer needs at different lifecycle stages.
  • Data-Driven Insights: Collaborate with data analysts to generate actionable insights that inform strategic lifecycle and growth marketing initiatives, increasing user lifetime value.
  • Hypothesis-Driven Testing: Maintain a test-and-learn approach for all lifecycle marketing projects, leveraging customer insights, A/B, and multivariate testing.
  • Performance Tracking and Reporting: Track campaign performance and key metrics, measure effectiveness, identify optimization areas, and report on results including ROI, LTV, and other key performance indicators to stakeholders and senior management.
  • Cross-Functional Collaboration: Work with product, brand & investment team to ensure close correlation to the in-app journey and best-in-class content & campaigns; and partner with data, technology, and other teams to enhance marketing capabilities.
  • Operational Efficiency: Drive operational improvements and efficiency within the team by integrating new processes and technology solutions that enhance workflow and productivity.
  • Stakeholder Management: Collaborate with internal stakeholders to manage issues and inquiries arising from marketing engagements.
  • Managing MarTech stacks: Work with product team to troubleshoot or optimise existing tech stacks, implement integration of new SaAS tools