Customer Growth Assistant Manager

Job Title You will be responsible for driving customer growth across digital and retail touchpoints for Singapore and International markets (Philippines, Indonesia, Malaysia, Hong Kong and others). Your core ownership is Omni Channel Communication (Email, In-App Messaging, Push Notification, WhatsApp, Telegram, SMS). But beyond execution, you are expected to think in terms of customer lifecycle, CRM strategy, and loyalty value creation. You will work closely with the Global Customer Growth Manager to strengthen acquisition, activation, retention and reactivation engines. Ensuring communication strategies are aligned with CRM segmentation, loyalty mechanics and long-term customer value growth. This role is not just about sending campaigns. It is about building a scalable communication system that drives measurable customer lifetime value (CLV). You will collaborate cross-functionally with Global Campaigns, E-commerce & New Tech, Creative, Content, Data and Market teams to ensure consistency, performance and innovation across all customer touchpoints. Main Responsibilities:

• Omni Channel Communication Ownership:
• Owns omni-channel campaign calendar and one-time broadcasts (newsletters, pushes, WhatsApp blasts, etc).
• Lead and manage a team to drive customer acquisition, engagement and retention through Email, IAM, Push, WhatsApp, Telegram and SMS.
• Develop and optimise channel strategy across campaign broadcasts and automated lifecycle flows.
• Ensure message consistency and sequencing across channels to maximise impact without over-communication.
• Campaign & Project Management:
• Drive end-to-end execution of global and market-level Email, Push Notifications, Whatsapp, Telegram and SMS campaigns from planning to deployment.
• Align campaign calendars across markets to ensure local relevance while maintaining global consistency.
• Work closely with Creative & Content teams to ensure communication is aligned with Love, Bonito tone of voice, customer-centric and performance driven.
• Automation & Optimisation:
• Manage and optimise third-party marketing automation tools.
• Identify automation opportunities to reduce manual workload and increase scalability.
• Collaborate with E-commerce & Tech teams on platform improvements impacting customer growth performance.
• CRM & Loyalty Support:
• Partner with Global Customer Growth Manager to optimize loyalty & CRM strategy across lifecycle stages (new user onboarding, first purchase conversion, repeat purchase, churn prevention, reactivation) and automated flows (welcome series, browse abandonment, cart abandonment, post-purchase, win-back, loyalty nudges).
• Support loyalty & CRM communication strategy, including copy, channel sequencing, A/B testing, and deployment.
• Insights, Reporting & Continuous Optimisation:
• Translate campaign data into actionable insights and clear recommendations.
• Present performance updates and key learnings to HQ and market stakeholders.
• Run A/B tests across messaging, segmentation, timing and channel mix.
• Conduct competitor and industry benchmarking to identify growth opportunities.
• Work closely with the Data team to refine segmentation logic (RFM, behavioral triggers, high-value segments, churn risk segments).
• Leadership & Stakeholder Management
• Lead a lean, high-performing omni-channel team with strong execution and continuous improvement.
• Partner with HQ Marketing, E-commerce, Data, Creative, and Markets to align and amplify campaigns across touchpoints.
• Drive visibility and alignment on campaign calendars, CRM flows, and key growth initiatives.
• Serve as the central owner of omni-channel communications, ensuring Newsletter and CRM operate as one cohesive function.

Critical Success Factors & Key Challenges: Own, track and improve key growth metrics across channels:

• Channel Metrics:
• Open Rate (OR)
• Click-to-Open Rate (CTOR)
• Click-Through Rate (CTR)
• Nett Subscribers Growth & Unsubscribe Rate
• Business Metrics:
• Sessions
• Orders
• Conversion Rate (CR)
• Revenue contribution by channel
• YoY Growth in subscriber base
• Repeat purchase rate
• You are expected to go beyond surface metrics and understand impact on:
• NC (New Customer) Conversion
• Active Members
• Customer Retention Rate
• Customer Lifetime Value (in collaboration with Growth Lead)

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