The CRM team owns the data-driven customer experience for Grab consumers, delivery partners, and merchants across Southeast Asia. You help shape how we communicate through email, SMS, push notifications, in-app messages, and other owned channels. The team sets the personalisation strategy for marketing, and partners with product and operations teams to extend that strategy into our products and services.
As a CRM Manager, you design and run lifecycle programmes that grow user growth, engagement, and retention across Grab's verticals. You plan and execute campaigns across channels such as SMS, WhatsApp, email, push, and in-app messaging, using platforms like Salesforce Marketing Cloud and internal tools. You turn data into clear lifecycle strategies, coordinate with country teams and specialists, and lead the performance and improvement of CRM programmes in the region.
This is a fully onsite role at our Malaysia's First Avenue office and will be reporting directly to Head of Capability Hub, CRM Tech Operations
Design and own regional lifecycle strategies
Define cross-lifecycle programmes to acquire, activate, engage, retain, and win back users across multiple markets and verticals.
Translate these strategies into clear, documented quarterly CRM plans with targets, segments, and channels.
Build and optimise multi-channel journeys
Build and deploy complex, automated journeys and campaigns in SFMC and internal platforms across email, SMS, push, WhatsApp, and in-app.
Set up A/B and multivariate tests for subject lines, content, triggers, and frequency to improve conversion, retention, and engagement.
Turn data into applicable insights
Partner with Data Analytics and Market Research to define segments, understand user behaviour, and identify opportunities for lifecycle interventions.
Report on CRM KPIs (e.g., users, transactions, GMV, open/click rates, conversion, churn), and measure the impact and uplift of optimisations.
Lead cross-functional and country collaboration
Work with country marketing, product, ops, and central teams to gather requirements, align on objectives, and localise lifecycle strategies.
Present campaign performance and recommendations to senior stakeholders and secure buy-in for roadmap and experiments.
Drive creative and messaging development
Brief creative and content teams (or agencies) on campaign requirements, target segments, and success metrics.
Review and approve CRM communications to ensure accuracy of copy, offers, product details, and T&Cs, and that they are on-brand and relevant to each audience.
Ensure operational excellence and platform ownership
Monitor daily campaign operations and performance; troubleshoot issues across platforms and journeys.
Be an internal subject-matter expert for CRM platforms, features, and roadmap, and advise teams on feasibility and best practices.
Lead experimentation and channel evolution
Manage a clear test-and-learn plan with documented learning goals.
Assess and pilot new CRM channels and capabilities, and recommend where to consolidate or collaborate across channels and markets for better efficiency
5+ years in B2C marketing, CRM, or lifecycle marketing with impact on measurable outcomes (e.g., revenue, active users, retention, or engagement).
Experience with B2C customer lifecycles (acquisition, onboarding, engagement, churn prevention, win-back) and how to influence them with CRM.
We require hands-on experience building and deploying lifecycle automation; experience in at least one major CRM platform, such as Salesforce Marketing Cloud, Pardot, Responsys, Adobe Campaign, Eloqua, or similar. The should include journeys, triggers, and automation logic.
Ability to define SQL queries to pull and validate campaign audiences, build segments, and diagnose performance issues.
Experience tracking and interpreting CRM performance metrics (e.g., open/click rates, conversion, revenue per user, retention) and using them to improve campaigns and journeys.
Familiarity with multi-channel CRM execution (email, SMS, push, in-app, WhatsApp or similar) and how to choose and orchestrate channels for different use cases.
Experience managing multiple campaigns or programmes at the same time, from brief to launch to post-mortem, within set timelines.
Experience diagnosing performance drops, data issues, or delivery problems, and drive them to resolution with relevant teams.
Experience working with cross-functional teams (e.g., product, data, country marketing, operations) to shape requirements, align on goals, and deliver CRM initiatives.
Experience presenting plans, performance, and recommendations to senior stakeholders, using data and clear narratives to influence decisions.
Experience with transactional and relationship-based CRM programs in large B2C environments (e.g., marketplace, e-commerce, mobility, delivery, fintech).
Experience with advanced personalisation and recommendation capabilities within CRM tools (e.g., dynamic content, event-based triggers, 1:1 communications).
We care about your well-being at Grab, here are some of the global benefits we offer:
We have your back with Term Life Insurance and comprehensive Medical Insurance.
With GrabFlex, create a benefits package that suits your needs and aspirations.
Celebrate moments that matter in life with loved ones through Parental and Birthday leave, and give back to your communities through Love-all-Serve-all (LASA) volunteering leave
We have a confidential Grabber Assistance Programme to guide and uplift you and your loved ones through life's challenges.
Balancing personal commitments and life's demands are made easier with our FlexWork arrangements such as differentiated hours
We are committed to building an inclusive and equitable workplace that provides equal opportunity for Grabbers to grow and perform at their best. We consider all candidates fairly and equally regardless of nationality, ethnicity, race, religion, age, gender, family commitments, physical and mental impairments or disabilities, and other attributes that make them unique.
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