Head of Lifecycle Marketing

by Katherine Yim in Advertising/Public Relations/Marketing Services    29th Jan, 2020       Hong Kong

Head of Lifecycle Marketing

Introduction:

The Head of Lifecycle Marketing leads a team of CRM experts of Customer Lifecycle Strategy responsible for CRM goals definition, Statistical Testing, Optimization Algorithms design, and Campaign Automation and Reporting and Effectiveness Analysis

Responsibilities:

  • Serve as subject matter expert and provide best practices to maximize customer value on all customer journey touchpoints: Engagement, Retention, and Re-activation 
  • Identify campaign/testing opportunities, define objectives and deliver plans to achieve them and results and report on results to stakeholders and identify key learning’s and best practices
  • Provide direction on the design and improvement of different Loyalty programs by effectively advising how to assess the value it generates, plan the architecture, create modular execution plans, and optimize all vital customer touchpoints.
  • Collaborate with Creative, Tech, User Experience, and Product global teams of clients to ensure innovation, successful implementations, and customer satisfaction
  • Build collaborative relationships with all marketing teams to gain a great understanding of customer base through insight, segmentation and data analysis
  • Manage data and CRM agencies, resolve any issues that arise during the implementation of CRM campaigns
  • Analyses and report on campaigns effectiveness in terms of traffic, acquisition, conversion, retention, and revenue
  • Monitor customer service feedback on all campaigns, product improvements, etc and be available for ongoing communication post-launch
  • Liaise with Business Intelligence team to ensure effective reporting, look for opportunities to automate as much reporting as possible and ensure analysis being done and delivered in a timely manner
  • Work on other related projects as required

Requirements:

  • 10+ years’ experience in online marketing and CRM with solid development and implementation experience of successful CRM strategies,
  • Deep Knowledge and understanding of data and marketing production processes and the back-end systems
  • Excellent planning, analytical and project management skill
  • Understanding of online gaming customer behavior and motivation
  • Forward-looking, visionary and creative, and be strong in problem-solving and goal setting
  • Excellent people communication skill and the ability to thrive in a dynamic, constantly changing work environment
  • Fluent in Chinese Mandarin /Cantonese, and English both written and verbal
  • Periodic travel within Apac is expected

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