Leads marketing analytics, CRM strategy, performance measurement, attribution, experimentation, dashboards, customer data infrastructure, and lifecycle marketing. Manages and develops the CRM team while translating business objectives into KPIs, actionable insights, segmentation, personalization, and optimization initiatives across acquisition, engagement, retention, and reactivation.
Summary
Are you a data-driven marketer who can connect insights to strategy, and strategy to execution across CRM and performance channels?We are looking for a Section Manager, Marketing Analytics & CRM to lead our data, insights, and CRM capabilities. This role combines hands-on analytics with team management, owning how we track, measure, understand, and optimise the full customer lifecycle.
Job Description
In this role, you will play a critical role in shaping how we acquire, engage and retain customers, powered by strong data foundations and actionable insights.
Responsibilities:
Marketing Analytics & Insights
- Own the overall marketing analytics strategy across Performance Marketing (SEM, SEO, Display, Social) and CRM.
- Translate business goals into measurement frameworks, KPIs, and reporting structures.
- Drive deep-dive analysis across paid and owned channel data to uncover growth opportunities, performance gaps, and optimisation levers.
- Guide decision-making through clear, insight-led recommendations.
Data Tracking, Attribution & Measurement
- Own end-to-end tracking strategy, including tagging, event tracking, and data integrity.
- Drive attribution and measurement frameworks to evaluate channel and campaign effectiveness.
- Lead experimentation strategy (A/B testing, incrementality testing) to improve performance.
- Partner with IT and Business Intelligence teams to strengthen data pipelines and measurement capabilities.
Dashboarding, Reporting & Data Infrastructure
- Develop performance monitoring & KPI reporting dashboards, utilising multiple internal & external data sources
- Build a customer data warehouse to enable real-time personalised marketing.
CRM Strategy & Team Leadership
- Lead, manage and develop the CRM team across campaign execution and lifecycle management.
- Define CRM strategy across customer lifecycle stages (acquisition, onboarding, engagement, retention, reactivation).
- Identify opportunities for segmentation, personalisation, and customer value optimisation.
- Drive continuous improvement in CRM effectiveness, personalisation, and automation capabilities.
Requirements:
- Bachelor's degree in Marketing, Data Analytics, Engineering, or related field.
- 9-11 years of experience in marketing analytics, CRM, or digital performance roles.
- Proven experience managing or mentoring a team (especially CRM).
- Strong expertise in analytics tools (e.g. GA4), dashboarding (Power BI/Tableau), and SQL.
- Deep understanding of CRM/lifecycle marketing and performance marketing metrics.
- Understanding of ad platforms, tagging standards, UTMs, floodlights/pixels, etc.
- Familiarity with CRM platforms (e.g. Salesforce Marketing Cloud, Insider, etc.)
- Strong stakeholder management and ability to operate at both strategic and hands-on levels
- Strong analytical thinking and excellent problem-solving ability
- Excellent attention to detail and commitment to data integrity
Scoot Singapore, Singapore, SGP Office
Singapore, Singapore
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