Customer Marketing Manager

Key Accountabilities

Location: Changi Business Park

Customer Engagement and Retention
• Develop and execute marketing strategies aimed at increasing customer engagement and loyalty
• Design programs to improve customer retention and reduce churn, including loyalty programs, referral programs, and customer satisfaction initiatives.
• Monitor and analyze customer feedback, reviews, and surveys to inform marketing strategies

Design, implement and manage various programs, including setting up of KPIs and dashboard for monthly reporting:
• Customer Loyalty program
• Painter Engagement programs
• In-store Merchandising model
• Shop assistant/ product consultant program

Servicing of Small and Medium projects through painters
• Work closely with the country commercial teams to support the implementation of the painter team as per the defined and approved sales organization structure 
• Facilitate roll out of the GTM for servicing the small and medium projects through painters purchasing from the SSO’s 
• Implement and roll out standardized and SMART KPI’s for the painter teams, clearly defining productivity, SOP for operations, and service model for small and medium projects 
• Responsible for monthly performance reviews of MDO’s and painter team performance against the defined KPI’s as part GTM for small and medium projects
• Sharing the monthly dashboard of MDO and painter team performance on small and medium projects as part of the country sales and marketing meeting and highlight future targets/ plans to cover up any deviations/ gaps
• Ensure the use of CRM Pro for maintenance of project pipeline and tracking project performance

Drive growth in offtake with the painters
• Work local sales team, MDO and painter team to roll out an optimal painter engagement (loyalty) program to drive painter offtake in SSO’s and LSO’s – both for sales made to consumers and small and medium projects 
• Implement SMART KPI’s for painter program performance management in line with the regional guidelines 
• Support the Head of Customer Marketing as the country lead responsible for the full roll out of the digital Bar Code/ QR Code program in the country 
• Responsible for monthly performance reviews with the sales team of MDO’s and painter team performance against the defined KPI’s and targets
• Sharing the monthly dashboard of MDO and painter team performance of the enrolled painters and the program KPI’s as part of the country sales and marketing meeting and highlight future targets/ plans to cover up any deviations/ gaps
• Ensure use of CRM Pro as repository for managing the data of all the registered painters enrolled in the painter engagement program

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People and Organisation Development
• Working together with the sales team to develop capability of the Painter team to deliver optimum results productively
• Ensure Painters’ Key Accounts team are well-trained and equipped on the needed skills, tools and information, including
   o Selling and negotiation
   o Product knowledge, basic technical knowledge, basic colour knowledge
   o Costing for small and medium projects 
   o Loyalty programs and ongoing activities for Contractors, e.g. promotions, training, events,
• Ensure the use of proposed tools like Retail CRM, CRM Pro, Bar Code program and others, to drive productivity 
• Establish clear reporting mechanism for the team and facilitate monthly tracking of the performance for the team

Channel Understanding
• Understand the channel segmentation, strategy and roadmap,  and the role/importance of POST in the whole strategy 
• Understand shopper behaviour and needs on paints, colour  and the role of POST 
• Understand how POST can help drive competitive advantage for the brand and the business 
• Together with relevant internal functions, gather competitive information on POST placement and productivity measurement e.g. machine share, competitive benchmarking, by type of machine, etc.  Recommend needed course of action.

Performance management
• Closely collaborate with other functions to drive effectiveness 
• Set clear and challenging performance targets for direct reports that are aligned with the marketing objectives
• Regularly review performance against targets and initiate improvement plan if necessary. 
• Actively build the performance of the individuals of the team and provide correcting measures (training, on-the-job, coaching) where necessary 
• Give input to the Head of Marketing if any work processes need improvement

Depot tinting
• Provide installation and training support for depot tinting at warehouse/distributor as per defined SOP
• Ensure adherence to depot tinting processes and machine maintenance schedules at warehouse/distributor as per defined SOP
• Ensure bi-annual audit of process adherence

Asset & Product Stewardship and Sustainability
• Manage relevant documentation, coordinating with relevant functions such as Purchasing, Finance, Legal, Sales. These include:
• Prepare Capex proposals for POST complying with Finance guidelines
• Ensure all assets of POST, both in store level and own warehouse, are registered and accounted for properly, complying with Legal and Finance guidelines
• Ensure internal documentation on placement/ withdrawal/disposal of machines comply with internal and legal guidelines
• Ensure in-store staff are trained well on proper usage of machines and colourants
• Ensure POST team comply with HSES guidelines in their work activities
• Comply with relevant local regulations and HSES policies and guidelines 
• Promoting safety behavior amongst painter teams and painter members

Experience

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 3-5 years of experience in customer marketing, lifecycle marketing, or a related role.
• Strong understanding of customer journey mapping and customer segmentation.
• Experience with marketing automation platforms (e.g., HubSpot, Marketo, Salesforce) and CRM systems.
• Excellent communication, interpersonal, and project management skills.
• Analytical mindset with the ability to interpret data and derive actionable insights.
• Proven track record of driving customer engagement and loyalty through innovative marketing strategies.

Preferred Skills:
• Experience in B2B marketing or SaaS industry.
• Familiarity with customer feedback tools and survey platforms (e.g., SurveyMonkey, NPS tools).
• Proficiency with data analysis tools like Google Analytics, Excel, or Tableau.