Growth Marketing Head

The Growth Marketing Head will lead the CRM and Performance Marketing Department, responsible for driving the growth strategy of our customer base. This position requires a data-driven and results-oriented leader to develop and execute comprehensive marketing strategies aimed at improving customer acquisition, retention, loyalty and overall business profitability.

You will play a key role in setting the direction for our CRM programs and performance marketing efforts, ensuring our customer engagement and acquisition channels are optimized for maximum results. As a department head, you will manage a team of specialists, collaborate with various internal stakeholders, and directly impact the CHI's and its managed properties and outlets' growth trajectory.

Strategic Leadership 

• Develop and drive the growth marketing strategy aligned with business
  objectives, focusing on CRM and performance marketing.
• Oversee the creation and execution of multi-channel marketing strategies (all
  marketing channels including but not limited to OOH, Print, ATL/BTL, and digital
  channels like email, SMS, app notifications, web, and social media).
• Set long-term and short-term growth goals, ensuring alignment with broader
  business goals.

CRM Management

• Lead CRM strategies to build and maintain relationships with guests and
  customers, driving loyalty, retention, and customer lifetime value or RevPAG.
• Develop and implement detailed customer segmentation strategies based on
  behavior, demographics, purchase history, and engagement levels.
• Use advanced data analytics to create targeted segments for personalized
  marketing efforts, ensuring messages are tailored to specific customer needs
  and preferences. Design and execute lifecycle marketing programs that guide
  customers through each stage of their journey, from acquisition to retention
  and advocacy.
• Develop automated campaigns to nurture leads, encourage repeat purchases,
  and re-engage lapsed customers.
• Implement personalization strategies across all customer touchpoints, utilizing
  data to deliver relevant content, offers, and experiences. Ensure campaigns are
  dynamic and adaptable, using real-time customer insights to enhance
  personalization efforts.

Content Creation & Campaign Execution

• Write compelling and targeted copy for various CRM campaigns, including
  email, SMS, and app notifications.
• Collaborate with creative teams to develop engaging content that aligns with
  brand messaging and customer preferences.
• Implement A/B and multivariate testing for campaign elements (subject lines,
  content, visuals) to optimize performance.

Testing & Optimization

• Conduct continuous testing to measure the effectiveness of CRM campaigns,
  using data to refine strategies and improve outcomes.
• Use key metrics such as open rates, click-through rates, and conversion rates to
  assess campaign performance and identify areas for improvement.

CRM Performance Management

• Regularly track and analyze campaign results, generating insights to inform
  future strategies. 
• Create detailed performance reports to share with stakeholders, highlighting successes, challenges, and opportunities for growth. 

Iteration & Continuous Improvement

• Leverage data insights to iterate on CRM strategies, making adjustments to
  improve engagement, conversion, and overall customer satisfaction.
• Stay informed on industry trends and emerging technologies to continuously
  enhance CRM capabilities and performance.

Platform Management

• Oversee the effective use of CRM platforms, ensuring integration with other
  marketing tools and systems.
• Work closely with IT and data teams to ensure CRM data is accurate, up-to date, and accessible for strategic decision-making.

Performance Marketing 

• Drive customer acquisition and conversion through performance-driven
  campaigns across various digital channels, including paid search, social media,
  display advertising, and affiliate marketing.
• Manage and optimize paid campaigns with a focus on maximizing ROI.
• Implement data-driven approaches to monitor and improve campaign
  effectiveness, managing performance marketing budgets efficiently.

Data Analysis & Reporting

• Utilize data analytics and reporting tools to assess the performance of CRM and
  performance marketing campaigns.
• Provide insights and recommendations for continuous campaign optimization
  and budget allocation.
• Monitor KPIs related to acquisition, retention, engagement, and revenue
  growth.
• Setup necessary analytics tools/platforms to measure campaign performance.

QUALIFICATION

• Bachelor's degree in Marketing, Business Administration, or related field; MBA is a plus. 
• Proven experience leading CRM and performance marketing teams with a strong track record of driving growth.
• Strong knowledge of CRM platforms, digital marketing and analytics tools. 
• Excellent data analysis, leadership, and team management skills. 
• Experience in customer lifecycle management and budget forecasting. 
• Strong communication and presentation skillsfor senior leadership. 
• Willingness to work in Muntinlupa City.