About the role
About The Role We are looking for an analytical, execution-driven, and strategic Assistant Manager to lead our newly established South East Asia (SEA) CRM Pod. In this hybrid "Player-Coach" role, you will manage a team of 1-2 Senior Associates/Associates while directly running day-to-day CRM operations for SEA markets.
You will act as the operational backbone for the region - overseeing localised campaign execution, enforcing global governance SLAs, optimising channel efficiency (Push, Email and Localised Messaging Networks i.e. WhatsApp/LINE), and partnering with local commercial heads to drive incremental sales growth.
What You'll Do Pod Leadership & Governance
- Team Leadership: Manage, mentor, and upskill a team of 1-2 Senior Associates/Associates, overseeing workload distribution, campaign quality assurance, and personal development.
- Operational SLA Enforcement: Serve as the gatekeeper for the SEA CRM pipeline - enforcing brief lead times, standardised intake workflows, channel send caps, and campaign slot allocations across all SEA markets.
- Stakeholder Alignment: Act as the primary point of contact for local SEA Country Managers, Marketing Leads, and other business teams, translating commercial goals into execution roadmaps.
Operational Strategy & Framework Design
- Workflow Automation & SOPs: Architect, implement, and refine scalable operational frameworks and SOPs. Build automated workflows (e.g., auto-populating briefs into master campaign calendars, automated content setup triggers) to minimise manual configuration time and eliminate operational friction.
- SLA & Ingestion Architecture: Design and enforce clear Service Level Agreements (SLAs), Tiered brief lead times, and emergency send cutoffs to protect pod bandwidth and prevent last-minute ad-hoc requests.
- Process Standardisation & Playbooking: Package operational wins, channel guardrails, and intake pilots into standardised regional playbooks that can be easily scaled and replicated across new or long-tail SEA markets.
Hands-on Market Execution
- Market Ownership: Directly own end-to-end CRM campaign planning, audience building, setup, QA, and deployment for designated SEA markets.
- Channel Management: Manage high-velocity multi-channel send rhythms across Push notifications, Email layouts, and regional messaging networks (e.g., WhatsApp/LINE where applicable).
- Localisation & Compliance: Ensure localised copywriting, currency formatting, and asset configurations meet high-quality UX standards and central brand guidelines.
Campaign Optimisation & Performance Analytics
- Experimentation Framework: Design and execute structured A/B tests (copy, send timing, value hooks, mechanics) and mandate 5%-10% holdback control groups to measure clean incremental sales lift.
- Channel Efficiency: Monitor key daily performance metrics (Push OR, Email OR, Email CTOR, Rev/1k messages) to optimise audience segmentation and prevent database fatigue.
- Reporting & Reporting Tools: Work with data analytics to set up automated dashboards, analyse campaign post-mortems, and deliver actionable insights in monthly business reviews.
What You'll Need
- Experience: 3-5+ years of hands-on experience in CRM, Lifecycle Marketing, or Campaign Operations, with at least 1 year of experience managing, mentoring, or leading team members.
- Technical Mastery: Hands-on expertise in enterprise Marketing Automation & CDP platforms (e.g., Iterable, Braze, Salesforce Marketing Cloud, Adobe Campaign, MoEngage or Segment).
- Data & Analytics Aptitude: Highly comfortable working with performance data, segmentation attributes, and analytics tools. Understanding of Google Analytics, Looker dashboarding, Tableau, and basic SQL is a strong advantage.
- Hybrid Execution Mindset: Comfortable balancing high-level team management and stakeholder negotiation with ground-level technical campaign setup and QA.
- Process & SLA Discipline: Demonstrated ability to build, enforce, and optimise operational workflows, SLA matrices, and intake frameworks.
- Language Skills: Fluency in written and spoken English. Additional SEA regional language skills (e.g., Mandarin, Bahasa Indonesia, Thai, or Vietnamese) are a plus.
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