Customer Marketing Manager

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 Programs
• 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 rollout of the GTM for servicing 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 of GTM for small and medium projects.
• Share 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 with the 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 rollout 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.
• Share 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 the use of CRM Pro as a repository for managing the data of all the registered painters enrolled in the painter engagement program.

People and Organisation Development
• Work together with the sales team to develop the capability of the Painter team to deliver optimum results productively.
• Ensure Painters’ Key Accounts team are well-trained and equipped with the needed skills, tools, and information, including:
• Selling and negotiation
• Product knowledge, basic technical knowledge, basic colour knowledge
• Costing for small and medium projects
• 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 a 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 plans 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.
• Promote 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.