Director, Lifecycle Marketing

At Singtel, we believe in the strength of a vibrant, diverse and inclusive workforce where backgrounds, perspectives and life experiences of our people help us innovate and create strong connections with our customers. We strive to ensure all our people practices are non-discriminatory and provide a fair, performance-based work culture that is diverse, inclusive and collaborative.

Join us and experience what it’s like to be with an Employer of Choice*. Together, let’s create a brighter digital future for all. *Awarded at the HR Fest Awards 2020.

Singtel Consumer Singapore is currently seeking a dynamic and experienced Director of Lifecycle Marketing to join our team. As the Director, you will play a crucial role in defining and executing Singtel's lifecycle marketing strategy, driving customer engagement, and creating value for our customers and consumer business. You will lead base management, retention, and upsell strategies using a data-driven approach while continuously seeking ways to improve effectiveness and deliver delightful customer experiences across different channels.

Make an Impact by:

• Managing Consumer Base: Responsible for managing the consumer base, focusing on churn reduction, recontracting, Average revenue per unit (ARPU) improvement, and upsell targets. You will formulate strategic and operational customer lifecycle management strategies- supporting new technology penetration through scientific and data-driven marketing techniques.
• Conceptualizing Lifecycle Marketing Strategies: Lead a team in conceptualizing customer lifecycle marketing strategies and translating them into executable plans. Your focus will be on driving retention, achieving upsell targets, and increasing service holding to achieve revenue and retention objectives. You will also drive recontracting through customer engagement and loyalty initiatives.
• Championing AI-Enabled Marketing Transformation: Lead strategic integration of AI into Singtel’s lifecycle marketing agenda. You will oversee the implementation of hyper-personalization frameworks including content generation capabilities. Your focus will be on embedding AI-enabled segmentation, modelling, and real-time decisioning engines into lifecycle strategies.
• Market Monitoring and Strategy: Stay abreast of market developments and monitor the competitive landscape to position the Consumer Business for new services. You will respond quickly and proactively to market intelligence and competitor feedback, steering marketing strategies to remain market relevant and customer-friendly. Customer insights will be a key focus, allowing you to tailor messaging and distribution channels accordingly.
• Innovative Marketing Campaigns: Spearhead the execution of new approaches in marketing campaigns, such as hyper personalization, contextual targeting, improved automation, and tracking. Collaboration with marketing, sales, and data science teams will be crucial to develop and launch automated flows based on propensity models and behavioral data.
• Customer Base Analysis and Reporting: Responsible for analyzing the customer base, owning customer information, data extraction, and regular tracking of marketing campaign effectiveness. Weekly reporting on key metrics and performance indicators will be part of your responsibilities.
• Team Development: Develop and build a high-performance team through active resource planning, workload balancing, skill and expertise development, talent acquisition, and retention.
• Campaign Strategy and Execution: Partner with various workstreams to manage campaign strategies and executions, including base management, calendar planning, targeting, segmentation, and reporting. You will implement processes to effectively prioritize and streamline user communications.

Skills For Success:

• Education and Qualifications: A bachelor’s degree in Business, Marketing, Finance, Accountancy, or related field. A Master of Business Administration (MBA) is desirable.
• Work Experience: Relevant experience working in large corporations or MNCs. Competency and experience in customer management, churn, and lifecycle marketing. Strong results orientation and stakeholder management experience.
• Technical / Professional Skills: Proven marketing strategy and management skills. Experience in building customer journeys, including online and social media marketing, customer loyalty program management, web applications, and mobile and home business applications. Experience and knowledge in devices, Telco data, customer analytics, and customer experience management (e.g., retail shops, call center, loyalty programs).
• Non-Technical / Soft Skills: Business acumen, presentation skills (both written and verbal), creativity, resourcefulness, analytical skills, leadership and people management capabilities, stakeholder management, solid budget management, and a challenger mindset.
• Other Task-Specific Knowledge: Ability to support top and senior management on complex issues.

Rewards that Go Beyond

• Full suite of health and wellness benefits
• Ongoing training and development programs
• Internal mobility opportunities

Are you ready to say hello to BIG Possibilities?

Take the leap with Singtel to unlock new opportunities and accelerate your growth. Apply now and start your empowering career!