Assistant Manager, CRM (SAPAC) - #5529632

UA Sports (S.E.A.) Pte Ltd

Date: 24/06/2022
City: Central, Singapore
Contract type: Full time
UA Sports (S.E.A.) Pte Ltd


The Assistant Manager, CRM role will be responsible for developing and implementing regional (SAPAC) customer-centric and omnichannel CRM and loyalty marketing activations and engagements that drive acquisition, engagement, and retention. The Assistant Manager will manage the direct-to-consumer touchpoints (including mobile application, email and SMS); strategize and execute customer lifecycle and ad-hoc campaigns. The individual will manage regional CRM KPIs and campaign performance data and identify opportunities with a data-driven approach to optimise customers’ engagement and grow lifetime value.


  • Support and execute regional loyalty programme activation and marketing plan to drive business ROI.
  • Manage loyalty programme day-to-day operations including upkeep of programme rewards catalogue and programme benefit fulfilment.
  • Establish CRM performance dashboard and manage the distribution of CRM ROI and KPI reporting to relevant regional stakeholders.
  • Manage and own CRM activities, events, and direct-to-consumer communication calendar (including email, SMS and mobile application), aligning with brand marketing, retail and eCommerce calendar.
  • Develop and oversee customer lifecycle journeys with marketing automation to drive customer engagement and lifetime value.
  • Coordinate execution of campaigns from end-to-end including campaign strategy, segmentation, creative briefs, content development and reporting, to support strategic brand objectives including brand key moments and product launches.
  • Collaborate with internal creative and marketing partners for CRM content development and deployment.
  • Ensure campaigns are delivered leveraging hyper segmentation and personalization for relevant communications at the right moment of the lifecycle.
  • Track campaign KPIs and provide insights to optimise future engagements.
  • Collaborate with multiple stakeholders (including brand marketing leads, channel management leads, brand activation leads, IT leads and external vendors) on CRM project implementation and enhancement.
  • Manage external agency and multiple vendor relationships as related to CRM, loyalty, consumer marketing and database management.
  • Pilot new technologies/vendors to enhance channel performance, working with internal teams to develop business cases, gain legal/security approval and bring pilots to life.


  • Strong/collaborative communication (verbal & written) and project management skills.
  • Excellent organizational skills and attention to detail.
  • Self-motivated, and curious to understand/solve fundamental problems.
  • Comfortable in thinking and operating with a customer-centric focus.
  • Ability to digest data and translate it into clear, meaningful, and actionable insights.
  • Knowledge of industry best practices for DTC communication creative and templates, segmentation, dynamic content and testing methodologies.
  • Ability to think creatively and manage multiple stakeholders and working partners in developing and implementing campaigns.
  • Working knowledge of email marketing and marketing automated solutions. Experience in Salesforce Marketing Cloud will be a plus.
  • Demonstrated experience in working with databases, data analysis, segmentation and email marketing platforms.
  • Understanding of CRM mar-tech/marketing/analytic tools - Marketing Campaign Automation, Customer Data Platform, Google Analytics
  • Good to have project management with membership program renovation
  • A sincere and contagious passion for sports and building Under Armour


  • Minimum 3 years of experience in direct-to-consumer business (including sport, apparel, retail, or consumer goods) with an exceptional track record in CRM, marketing, and loyalty programme
  • Bachelor’s Degree in Marketing, Business Admin, or a related field

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