Senior CRM Executive

About the team

We are looking for a highly analytical and execution-focused Senior CRM Specialist to drive user lifecycle growth for Shopee Malaysia. You will lead advanced CRM planning, segmentation, testing, and performance optimisation initiatives to boost user engagement, retention, and revenue across our app ecosystem. As an individual contributor, you will be fully hands-on in campaign execution while influencing CRM strategy through strong data insights.

What you'll do

• Plan and execute CRM campaigns across key channels: Push Notifications, In-App Messages, Emails, and Vouchers.
• Lead lifecycle strategies covering onboarding, activation, reactivation, loyalty progression, and category engagement.
• Own advanced segmentation logic, targeting rules, and customer journey personalisation.
• Conduct A/B experiments with rigorous performance tracking, deep-dive analysis, and actionable insights.
• Partner closely with Category, Product, and Data teams to support business priorities with CRM solutions.
• Maintain campaign documentation, reporting dashboards, and CRM tools hygiene.

Requirements

• Bachelor’s Degree in Marketing, Business, Analytics, or relevant fields.
• At least 4 years of hands-on CRM, lifecycle marketing, or data-driven digital marketing experience — ideally in e-commerce, app-based business, or subscription/retention-driven environments.
• Proficient with CRM platforms (e.g., Braze, MoEngage) and Excel/Google Sheets; familiarity with BI tools is a plus.
• Strong analytical ability to translate data into growth insights and campaign optimization.
• Excellent stakeholder communication and ability to manage multiple projects independently.
• Creative and user-centric mindset with good understanding of consumer behaviour trends.