Senior Manager, CRM Marketing

AXA

Hong Kong
Permanent
Full-time

17 days ago

ABOUT AXA HONG KONG AND MACAU AXA Hong Kong and Macau is a member of the AXA Group, a leading global insurer with presence in 54 markets and serving 105 million customers worldwide. As one of the most diversified insurers offering integrated solutions across Life, Health and General Insurance, our goal is to be the insurance and holistic wellness partner to the individuals, businesses and community we serve. At the core of our service commitment is continuous product innovation and customer experience enrichment, which is achieved through actively listening to our customers and leveraging technology and digital transformation. We embrace our responsibility to be a force for good to create shared value for our community. We are proud to be the first insurer in Hong Kong and Macau to address the important need of mental health through different products and services. For example, the Mind Charger function on our holistic wellness platform "AXA BetterMe", which is available via our mobile app Emma by AXA, is open to not just our customers, but the community at large. We will continue to foster social progress through our product offerings and community investment to support the sustainable development of Hong Kong and Macau. AXA is an equal opportunity employer. We are committed to promoting Diversity and Inclusion (D&I) by creating a work environment where all employees are treated with dignity, respect, and where individual differences are valued. We welcome and treasure diverse profiles to join our big family, and to build an inclusive culture together which allows everyone to maximise their personal potential.The CRM Marketing Senior Manager will serve as the functional head for the CRM Marketing Team. This role will support the Customer Strategy and Insights Director in the following areas: MAIN PURPOSE OF THE JOB:

Developing and implementing the CRM Marketing Strategy to enhance customer engagement through proactive communication and marketing automation. The role will also focus on expanding cross-selling and upselling opportunities across all lines of business.
Managing the CRM Platform to facilitate targeted engagement communications through email, SMS, and push notifications via Salesforce Marketing Cloud (SFMC)
Driving the growth of the active customer base and ensuring the retention of existing customers.
Developing a lifecycle framework for effective customer nurturing and engagement.
Leading and collaborating with internal teams to identify requirements and build business cases that support the enhancement of the customer journey.
Leveraging persona analysis for strategic targeting and translating ideas into actionable campaigns.

KEY ACCOUNTABILITIES

Lead the development and implementation of the CRM Marketing strategy in alignment with the overall business strategy.
Act as a subject matter expert (SME) on all CRM Marketing related matters.
Lead a team of CRM Marketing experts to drive all CRM Marketing programs, campaigns, and ongoing enhancements.
Lead the design and implementation in Salesforce Marketing Cloud, including journey development, automation, data extension structure, email marketing, personalized content, etc.
Build digital assets (email, SMS, in-app push notifications, and cloud pages) and automations in SFMC, and suggest refinements and improvements to the journey both in terms of the scripts and assets.
Design, optimize, and execute campaigns using strategies such as A/B testing, throttled sending, nurturing journeys, marketing automations, and dynamic content.
Work closely with IT, Operations, Digital, and other departments to develop and execute all proactive communications, eCommunications, and CRM marketing campaigns.
Collaborate with the data science team to refine segmentation and targeting for always-on customer campaigns and work on campaign audience data preparation.
Drive campaign customer journey testing, user acceptance sign-off for the campaign's assets, and build before launch.
Lead and develop campaign-related dashboards to share CRM performance and capture transactional behavior analysis for future planning.
Oversee the configuration of account setup and administration for users and access
Stay up-to-date with the latest best practices on Salesforce Marketing Cloud and implement them for each new campaign/project.
Liaise with Salesforce Marketing Cloud support and IT teams for all topics related to the platform, including upgrades, issue resolution, incidents, etc.
Take ownership of new techniques to improve existing CRM campaign management and automations and provide best marketing practices.

Requirements

12-15 years of experience in managing CRM marketing programs or relevant work experience.
University graduate, preferably in Business, Marketing, Technology, or related disciplines.
Hands-on experience in managing Marketing Cloud platforms (including Email Studio, Journey Builder, automation, DE, AMPscript, etc.) or similar platforms.
Experience in leveraging a complex marketing automation platform would be an advantage.
Prior work experience in CRM and Data Analytics in financial services or consulting firms. Related experience in the e-commerce retail sector will also be considered.
Previous exposure to/knowledge of the insurance industry will be an asset.
Strong acumen for data analytics.
Strong ability to lead and motivate a team.
Stakeholder management skills.
Basic knowledge of HTML and SQL.
Exposure to reporting visualization tools like Tableau, Power BI or similar platforms.
Good communication and coordination skills.
Can-do attitude and an entrepreneurial mindset.

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