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Job

Connecting

Customer Lifecycle Marketing Manager

  • Location

    Hong Kong

  • Sector:

    BFSI

  • Job type:

    Permanent

  • Contact:

    Cheyenne Lam

  • Contact email:

    cheyenne.lam@claremontconsulting.asia

  • Salary high:

    0

  • Salary low:

    0

  • Job ref:

    CL/909

  • Published:

    21 days ago

  • Expiry date:

    2019-10-30

  • Consultant:

    #

A Nasdaq listed US-based FinTech and online trading company is looking for a (Senior) Customer LifeCycle Marketing Manager to work with the Greater China marketing team to define client conversion, retention and reactivation strategy in order to drive client engagement that increases lifetime value and tenure.

 

Your Key Responsibilities

  • Develop and manage the Client Value Management (CVM) strategy for the Brand operating in Chinese language with special focus on the mainland China market, working closely with CVM global team develop and implement campaigns focusing on the following client lifecycle areas:
    • Nurturing / Conversion;
    • Retention / Segmentation / Value development
    • Churn Prevention;
    • Reactivation of lapsed/dormant accounts;
    • Upsell / Cross Sell

 

  • Develop and implement client communications and promotional activities that increase client engagement across any client touch-points, including:
    • Email
    • Wechat messages
    • SMS
    • Push notifications
    • Chatbot
    • Webinars
    • Seminars/Live Events
    • Hospitality
    • In-platform/My Account messaging
    • Social Media
    • Market news and analysis
    • Other.

 

  • Ensure all activity is tested and optimised against targets and fed into Chinese team optimisation work streams

 

  • Work with CVM and Private Client teams to develop loyalty and rewards programs with responsibility for the budget and ROI from such activity, to deliver retention rates within high value segments including:
    • Rebates/Incentives;
    • Hospitality/Live Events;
    • Other.

 

  • Work within Chinese team to develop client contact strategy for marketing calendar including:
    • Economic/Political events
    • Product/service releases
    • Regulatory/Service comms
    • Promotional activities

 

  • Develop communications campaigns working with CVM team and Chinese marketing team working from marketing calendar.

 

  • Brief Content team for delivery of required campaign assets, ensuring content is aligned to campaign objectives, is accurate, on time, compliant, on brand, localized, translated (where required) and signed off by all relevant stakeholders as per process.

 

  • Take responsibility for ensuring a deep understanding of regulatory requirements relating to brand and campaign communications.

 

  • Conduct regular competitor reporting of retention activities working with CVM team and Chinese marketing team sharing insight and ideas.

 

  • Manage budget and targets for retention activities and report against ROI.

 

  • Take responsibility for customer value KPIs:
    • Approved to Fund rate;
    • Fund to Trade rate;
    • Initial and subsequent early deposits and client value;
    • Churn rate (active Client base decay);
    • Reactivation rate;
    • Incremental volume, trades and revenue;
    • Campaign / Communication Performance;
    • LTV

 

  • Work with the Insights, CVM and global Retention Managers to develop a framework for regular reporting and monitoring of retention KPIs;
    • Client conversion;
    • Customer Lifetime Value;
    • Segmentation;
    • Targeting Strategies;
    • Campaign ROI.

 

  • Manage all client touch-points in a structured and measurable manner by collaborating with the following global stakeholders:
    • Client Management;
    • High Net Worth/Private Client Teams;
    • Sales;
    • Customer Experience;
    • Product;
    • Platform;
    • Payment team
    • Onboarding
    • Marketing Services;

 

  • Engage within the Greater China marketing team and across the extended organization to deliver a consistent customer experience and brand proposition throughout the customer lifecycle. Key stakeholders will include:
    • Global Retention Managers
    • Brand manager
    • Acquisition Manager;
    • Commercial team;
    • Product team;
    • Platforms team
    • Partner team
    • Risk;
    • Trading;
    • Legal;
    • Compliance;
    • Others

 

Education

  • Educated to degree level or equivalent

 

Skills, Knowledge & Experience Required

  • Appropriate CRM experience at a similar level within ecommerce led organizations preferably in the financial, trading spread-betting or online gambling sectors.
  • Proven track record of delivering CRM campaigns and journeys that improve client retention and LTV.
  • Good experience with CRM tools – Exact Target and/or Salesforce.
  • In-depth understanding and CRM experience with Wechat
  • An understanding of the motivators of the target market.
  • Ability to work to tight deadlines, drive projects and to priorities effectively.
  • Ability to develop effective long-term working relationships both within the department & across departments and at all levels within the organization.
  • Experience of creating compelling campaign proposals and presenting results.
  • Previous CRM experience for the China market is strongly preferable.
  • Fluency in English and Mandarin in both spoken and written language is a must

 

Attractive remuneration package and career advancements opportunities will be offered to the right candidate.

 

APPLY FOR THIS JOB

Interested parties or referrals please send your CV to cheyenne.lam@claremontconsulting.asia 

Your interests will be treated in the strictest of confidence and will be used for recruitment purposes only.