Director, Lifecycle Marketing

About Singtel

Singtel champions a diverse and inclusive workplace, valuing varied backgrounds and perspectives to drive innovation and stronger customer connections. The company fosters a fair, collaborative, and performance-driven culture, recognized as an Employer of Choice at the HR Fest Awards 2020.

Role Overview and Responsibilities

• Oversee the consumer base with a focus on minimizing churn, boosting re-contracting, increasing average revenue per user (ARPU), and hitting upselling goals by devising strategic and actionable customer lifecycle management plans that leverage data-driven marketing and new technologies.
• Lead the development and execution of customer lifecycle marketing strategies that prioritize retention, upselling, expanding service portfolio, and loyalty programs to enhance revenue and customer engagement.
• Drive AI integration in lifecycle marketing initiatives by implementing hyper-personalization, AI-powered segmentation, real-time decisioning systems, and content generation technologies.
• Continuously analyze market trends and competitors to adapt marketing strategies that keep the Consumer Business competitive and aligned with customer preferences by utilizing customer insights to tailor messaging and channels.
• Innovate marketing campaigns through personalization, context-aware targeting, automation advancements, and performance tracking in partnership with marketing, sales, and data science teams utilizing predictive modeling and behavioral analysis.
• Manage customer data analysis, information ownership, extraction processes, and campaign performance metrics with regular reporting on key performance indicators.
• Build and nurture a high-performing team by planning resources effectively, balancing workloads, enhancing skills, acquiring new talent, and fostering retention.
• Collaborate across teams to shape and execute campaign strategies including managing customer bases, planning marketing calendars, segmentation, targeting, and reporting, while optimizing communication workflows.

Qualifications and Skills

• Holder of a bachelor’s degree in Business, Marketing, Finance, Accountancy, or related discipline; MBA qualification is a plus.
• Extensive experience in large corporations or multinational companies, showing strong competency in customer management, churn reduction, and lifecycle marketing.
• Demonstrated ability to deliver results alongside effective stakeholder management.
• Solid background in marketing strategy, campaign management, and cross-functional leadership.
• Hands-on expertise in designing customer journeys involving online platforms, social media marketing, loyalty programs, and mobile/home business applications.
• Knowledgeable in telecommunications products, customer analytics, retail operations, contact center dynamics, and loyalty initiatives.
• Strong business acumen, excellent presentation skills (both verbal and written), creativity, analytical thinking, leadership, budget management, and a proactive, challenger mindset.

Benefits and Rewards

• Comprehensive health and wellness benefits package.
• Continuous training and professional development programs.
• Opportunities for career growth through internal mobility.