Senior Manager, Customer Marketing

Permanent Role, Singapore


The Senior Manager, Customer Marketing will play a key role in success and growth of our existing customers. Focused on ensuring each and every customer has the ideal set of FWD’s products, the role will work cross-functionally with internal stakeholders to deliver our upsell, cross sell, and retention activities.


This role is not to simply promote every offering to every customer all the time instead, the role will focus on targeting the right products and propositions to the right segment of customers at the right lifecycle stage in order to improve retention and boost lifetime value.


Own the customer marketing strategy and execution, including segmentation and all business objectives. Develop campaigns to increase renewals, referrals, and cross-sell and upsell opportunities.

Customer Segmentation Making sure the customer database is correctly segmented for targeted marketing activities that includes cross sell, customer retention, customer win back and upsell. Serve as primary point for managing customer communication and engagement to establish coordination of message and outreach frequency.

Managing Sales Communications

Creating and overseeing direct communications for any cross sell, upsell, friend referal, winback, or retention activity with customers. This will include, designing campaigns from developing creative ideas, preparing proposals, and overseeing the production process, through to execution and reporting the results.

Data Analysis

Save quote and Drop Outs conversion tracking and optimization (EDMs, reminders and sales messaging)

Renewals process EDM optimization (timing and messaging)

Marketing Automation and Cross Sell (marketing lists and campaign execution)



Diploma/Degree in Marketing/Digital Marketing/Business Communications

7 years’ experience in customer retention, loyalty, cross sell and engagement

Proven ability to:

Drive and identify business opportunities and strategic approaches

Manage multiple projects at the same time

Effectively facilitate discussions among multiple stakeholders and manage peer groups / project teams (without direct line reporting)

Draft sales messaging and creative direction for customer facing communications.

Use customer data to identify behaviours and create programmes of activity that reduce churn and increase customer stickiness (and their lifetime value).

Monitor and maximise customer lifetime value, developing strategies to ensure maximum profitability.



Good with numbers and sales analysis

Highly proficient in Microsoft Applications especially Excel (formulas, macros)

CRM and Marketing Automation experience

Strong background in customer acquisition, re-engagement and retention strategies

Strong presentation skills

Effective verbal and written communication

apply now

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