We are looking for a CRM Specialist to own and grow our customer lifecycle marketing efforts across Mudah and Carousell. This role will support multiple customer segments, lifecycle journeys, and business objectives across marketplace categories and brands.
You will work closely with Product, Data, and Business teams to improve user activation, engagement, retention, and reactivation through targeted lifecycle communications, audience segmentation, and personalised customer experiences.
You will also contribute to the development of CRM best practices, campaign playbooks, and scalable lifecycle programmes that improve customer experience and drive measurable business outcomes across multiple brands, customer segments, and marketplace categories.
This is a hands-on role for someone who enjoys combining data, technology, customer insights, and experimentation to drive measurable business outcomes.
Key Responsibilities
CRM Campaign Management
Plan, execute, and optimise CRM campaigns across Push, In-App, Email, SMS, and WhatsApp channels across Mudah and Carousell, ensuring alignment with business objectives and growth priorities
Own campaign calendars and ensure timely delivery of lifecycle, promotional, and behavioural campaigns
Coordinate campaign execution with Product, Design, Content, and Business stakeholders
Ensure campaign quality through proper QA, testing, and monitoring
Lifecycle Marketing & Automation
Build and optimise lifecycle journeys across onboarding, activation, engagement, retention, and reactivation
Develop audience segments based on user behaviour, marketplace activity, lifecycle stage, and business priorities across multiple customer groups and categories
Identify opportunities to improve user engagement through personalisation, automation, and behavioural targeting
Maintain and enhance CRM workflows and automation programmes
CRM Strategy & Roadmap
Recommend lifecycle marketing, audience segmentation, communication, and automation strategies to improve user engagement, retention, and reactivation
Identify opportunities across customer journeys and develop CRM initiatives to improve customer experience and business outcomes
Partner with Product, Data, Analytics, and Business teams to align CRM priorities with customer, category, marketplace, and commercial objectives
Balance CRM initiatives across multiple customer segments, user journeys, brands, and business priorities
Contribute to CRM roadmap planning, experimentation, and optimisation through customer insights, performance analysis, and campaign learnings
Data, Testing & Optimisation
Monitor campaign performance and key CRM metrics
Conduct A/B testing on messaging, timing, audiences, and campaign formats
Analyse user behaviour and campaign performance to identify optimisation opportunities
Evaluate performance across different customer segments, lifecycle stages, and campaigns to identify growth opportunities
Translate insights into actionable recommendations and experiments
Cross-Functional Collaboration
Partner with Product, Data, Analytics, and Business to identify lifecycle opportunities and support growth initiatives
Work closely with Brand and Content teams to ensure effective customer communications
Provide CRM recommendations and audience insights to support product launches, GTM initiatives, and marketplace campaigns
CRM Operations & Platform Management
Manage day-to-day CRM platform operations across Mudah, Carousell and dual-brand initiatives where relevant
Develop and maintain CRM best practices, campaign playbooks, and execution standards to improve consistency and effectiveness
Support CRM governance by maintaining campaign documentation, audience frameworks, and operational processes
Identify opportunities to improve CRM workflows, tools, and ways of working across teams
Requirements
Experience
3–5 years of experience in CRM, Lifecycle Marketing, Retention Marketing, or Marketing Automation
Experience managing multiple customer segments, campaigns, CRM channels, lifecycle journeys, product categories, or business objectives
Proven track record of executing and optimising lifecycle programmes and customer journeys
Technical Skills
Hands-on experience with CRM platforms such as Braze, MoEngage, Clevertap, HubSpot, Salesforce Marketing Cloud, or similar
Strong understanding of customer segmentation, lifecycle marketing, and personalisation
Experience with A/B testing and campaign performance analysis
Proficiency in Excel or Google Sheets
Experience with SQL, BI tools, or analytics platforms is an advantage
Competencies
Strong analytical and problem-solving skills
Demonstrates strong ownership and initiative, with the ability to independently manage CRM programmes and propose solutions with minimal supervision
Able to balance strategic thinking with hands-on campaign execution
Highly organised with strong attention to detail and comfortable working in a fast-paced environment
Strong communication skills with the ability to manage multiple stakeholders simultaneously
Nice to Have
Experience in marketplace, e-commerce, classifieds, fintech, or consumer technology businesses
Familiarity with Amplitude, Mixpanel, Looker, Tableau, or similar analytics tools
Experience using AI tools to improve productivity, campaign development, or analysis
Success in This Role
Delivers CRM campaigns accurately and on time across multiple customer segments and business priorities across Mudah, Carousell, and dual-brand initiatives where relevant
Improves engagement, activation, retention, and reactivation performance across CRM channels
Builds scalable lifecycle programmes, audience segmentation strategies, and automation journeys
Uses data, testing, and experimentation to continuously improve performance
Acts as the CRM subject matter expert within the Growth team
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Carousell Group is a Southeast Asian classifieds marketplace operator headquartered in Singapore, enabling users to buy and sell secondhand goods across categories like electronics, fashion, cars, and property. It operates Carousell, Mudah.my, Cho Tot, and other regional platforms serving millions across Asia.
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