Assistant Manager, Lifecycle Marketing & Campaign Delivery

About the role

As part of the Market Experimentation & Personalization (MXP) team, you will turn a new Changi Account member's first interaction into a lasting relationship. You will design and deliver customer journeys that encourage first and repeat purchases, strengthen loyalty and bring inactive customers back across Changi's F&B, retail, travel and digital experiences. You will own assigned lifecycle programs and campaigns from idea to launch and ongoing improvement.

Key responsibilities

• Design customer journeys: plan lifecycle programs that welcome new members, encourage their first purchase, drive repeat purchases, re-engage inactive customers and invite eligible customers to renew marketing consent, defining needs, objectives and success measures.
• Turn customer behaviour and insights into audience segments and journey plans, defining entry and exit points, content and channels.
• Partner with marketers to develop messages, benefits and offers, and recommend and test incentives.
• Build and deliver lifecycle and tactical campaigns from brief to launch, coordinating content, assets, approvals and timelines with marketing teams and creative agencies.
• Build and maintain automated journeys in Braze using triggers, segmentation and personalised content, and check targeting, consent, exclusions, frequency, logic, content and links before launch.
• Monitor live campaigns and work with specialists to resolve issues.
• Work with MXP Tech and data colleagues to define customer attributes and events, and test that campaigns respond correctly to customer actions.
• Run A/B tests with clear hypotheses and success measures, testing messages, offers, timing, channels and journey design.
• Incorporate lifecycle communications with web and app experiences, activating them through experiments with Adobe Target or similar tools.
• Evaluate activation, repeat purchase, retention and incremental impact, share findings and recommend improvements.
• Improve efficiency and reliability through reusable journey components, templates, documentation and quality checks.

Required profile

• 3-5 years of relevant experience in CRM, lifecycle marketing, loyalty engagement or marketing automation; shorter experience is acceptable if the capabilities below are demonstrated.
• Practical experience designing and delivering automated customer journeys such as onboarding, activation, retention or win-back.
• Degree in Marketing, Business, Information Systems or a related discipline, or equivalent practical experience.

Required skills

• Hands-on experience with a customer engagement platform such as Braze; strong experience with a comparable platform is welcome.
• Understanding of segmentation, behavioural triggers and personalisation.
• Experience running A/B tests, interpreting campaign data and making practical recommendations.
• Confidence working with technology and data, investigating campaign setup issues and explaining requirements to technical colleagues.
• Attention to detail, sound judgement, clear communication and the ability to take ownership of delivery and manage competing timelines.