Copy of CRM Manager at Grab

Get to Know the Team 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. Get to Know the Role 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 The Critical Tasks You Will Perform You will: • 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