Lead, CRM & Retention Marketing

📋 Description

• • As the Lead, CRM & Retention Marketing at Bjak Sdn. Bhd., you will be at the forefront of shaping customer loyalty and driving sustainable business growth. This pivotal role is designed for a strategic marketer who thrives on understanding customer behavior and leveraging data to create impactful, multi-channel retention campaigns. You will own the entire lifecycle of customer engagement, from initial acquisition touchpoints to long-term loyalty and advocacy, with a particular focus on ensuring our valued customers renew their policies and explore additional offerings.
• • Your primary responsibility will be to orchestrate and execute multi-channel retention campaigns across Email, SMS, Push Notifications, and In-App Messaging. This involves meticulously planning and deploying communications that resonate with customers at critical junctures in their journey, especially in the lead-up to policy renewals. You will be the architect of personalized experiences, ensuring that the right message reaches the right customer at the opportune moment, thereby maximizing engagement and minimizing churn.
• • A significant aspect of this role involves designing and implementing sophisticated automated customer journeys. You will develop and refine programs for key segments, including those who have received a quote but not yet purchased, customers approaching renewal, opportunities for cross-selling new products, and strategies to win back lapsed customers. The goal is to create seamless, efficient, and highly effective automated flows that drive conversions and enhance customer lifetime value.
• • Data-driven experimentation will be central to your success. You will conduct rigorous A/B testing and multivariate analysis across all facets of your campaigns – from subject lines and creative content to offer propositions and message timing. The objective is to continuously optimize performance, driving higher open rates, click-through rates, and ultimately, policy renewal and conversion rates. Your insights will directly inform future campaign strategies and resource allocation.
• • Beyond retention, you will play a key role in developing and executing innovative cross-sell strategies. This includes identifying opportunities for multi-product bundling and fostering strategic relationships with loyalty reward partners. By enhancing customer loyalty through valuable rewards and exclusive offers, you will drive multi-product adoption and deepen customer relationships, transforming satisfied customers into loyal advocates.
• • A crucial element of this role is the astute management of the financial balance between the "cost of loyalty" – encompassing rewards, discounts, and partner collaborations – and the "incremental value" generated by retained and upsold customers. You will be responsible for ensuring that all retention and loyalty initiatives are not only effective but also demonstrably profitable and scalable, contributing directly to Bjak's bottom line.
• • You will leverage your deep understanding of CRM platforms to build, deploy, and manage complex customer journeys. This hands-on experience with modern CRM tools is essential for translating strategic vision into tangible campaign execution. Furthermore, a strong grasp of mobile app ecosystems, including the nuances of push notifications, in-app messaging, and deep linking, will be critical for creating cohesive and engaging mobile experiences.
• • Your role extends to understanding the broader growth framework, particularly the AARRR (Acquisition, Activation, Retention, Referral, Revenue) model. You will recognize and champion the strategic importance of retention and referral channels as key drivers of scalable business growth, contributing to Bjak's ambitious global expansion plans.
• • Working in a dynamic, data-driven, and high-growth environment, you will collaborate closely with cross-functional teams, including product, engineering, and data analytics, to design and implement cutting-edge campaigns and loyalty programs. This role offers a unique opportunity to lead retention marketing for a fast-growing digital insurance platform, directly impacting revenue and profitability while scaling your impact across the business.