CRM and Retentions Manager

📋 Description

• • As the CRM and Retention Manager at BJAK, you will be instrumental in shaping the future of customer loyalty and maximizing the lifetime value of our rapidly growing user base. BJAK is at the forefront of digitizing the insurance industry in Southeast Asia, operating a leading application platform that already serves over 8 million users. Our mission extends beyond insurance, as we are continuously developing new, superior applications leveraging AI to enhance efficiency across various sectors and contribute positively to society. This role offers a unique opportunity to own and drive the end-to-end CRM and retention strategy, directly impacting our company's long-term revenue growth and market leadership.
• • You will be responsible for defining and executing a comprehensive CRM strategy that spans the entire customer lifecycle. This includes meticulously crafting and optimizing programs for onboarding, activation, ongoing engagement, proactive retention, and effective reactivation of dormant users. Your primary objective will be to set ambitious yet achievable goals and Key Performance Indicators (KPIs) designed to significantly boost repeat usage, increase policy renewals, drive cross-selling opportunities, and ultimately enhance Customer Lifetime Value (CLV).
• • A core part of your role will involve developing robust frameworks, detailed playbooks, and streamlined processes. These will be systematically implemented to combat customer churn, foster deeper engagement with BJAK's diverse product offerings, and ensure a consistently positive customer experience. You will be the architect of customer loyalty, building the systems and strategies that keep our users engaged and deriving maximum value from our platforms.
• • You will design, implement, and continuously optimize multi-channel CRM campaigns. This will involve leveraging a variety of communication tools, including email, push notifications, in-app messaging, WhatsApp, and other owned digital channels. The campaigns you create will be highly targeted, focusing on lifecycle triggers, specific customer behaviors, and defined segments. The ultimate aim is to improve key metrics such as user activation rates, retention percentages, and conversion rates across various product touchpoints.
• • A significant aspect of your contribution will be through rigorous data analysis and insight generation. You will delve deep into customer behavior patterns, analyze cohort performance, identify drop-off points within user funnels, and understand usage trends. This analytical work will be crucial for pinpointing potential risks to retention and uncovering valuable growth opportunities. Your ability to translate complex data into clear, actionable insights will directly inform strategies for upselling, cross-selling, securing policy renewals, and implementing effective win-back campaigns for lapsed customers.
• • You will be the guardian of CRM performance, meticulously tracking and reporting on key growth KPIs. This includes monitoring retention rates, churn metrics, CLV, repeat purchase frequency, and campaign Return on Investment (ROI). Furthermore, you will champion a culture of continuous improvement by owning CRM experimentation, designing and executing A/B tests, and optimizing campaign performance based on empirical evidence.
• • Collaboration is key to success in this role. You will work hand-in-hand with the Marketing team to ensure seamless alignment between CRM initiatives and broader acquisition and brand campaigns, creating a unified customer message. Close partnership with Product teams will be essential for refining onboarding flows, enhancing product adoption, and driving feature utilization, ensuring our products meet and exceed user expectations.
• • You will also collaborate closely with Customer Support and Operations teams to identify and resolve any friction points within the end-to-end customer journey, ensuring a smooth and satisfying experience at every stage. In essence, you will serve as the internal advocate for the customer, championing improvements that directly enhance loyalty and perceived value.
• • Developing structured feedback loops to capture invaluable customer insights and identify pain points will be a priority. You will support initiatives aimed at educating our users, empowering them to extract the maximum possible value from BJAK's innovative products. Ensuring all CRM communications are not only relevant, timely, and compliant with regulations but also consistently reflect BJAK's distinct brand voice and values is paramount.
• • This role demands a strategic thinker with a hands-on approach, capable of driving significant impact in a dynamic, high-growth environment. You will be shaping the future of customer relationships for a leading digital platform in a rapidly expanding market.