CRM & Automation Manager

1. Job Overview

The CRM & Automation Expert is responsible for designing, implementing and optimizing automated customer journeys and CRM campaigns across relevant lifecycle stages and communication channels.

The role translates approved customer marketing briefs and business requirements into audience rules, journey logic, triggers and platform configurations, ensuring accurate, timely and measurable execution.

Working closely with Customer Marketing, Campaign Management, Product, Business, Data and IT teams, the role validates data readiness, manages campaign quality and improves automation capabilities.

As a subject matter expert, the role establishes practical execution standards, resolves complex implementation issues and supports the team in delivering effective CRM programs at scale.

2. Job Duties & Responsibilities

A. Customer Journey & Automation Development

• Translate approved briefs into CRM execution plans, defining audience criteria, triggers, journey steps, timing, channel sequencing and success metrics.
• Design and implement automated journeys supporting onboarding, activation, engagement, retention, repeat borrowing, cross-sell and winback, where relevant.
• Configure customer segments, campaign workflows, personalization, entry and exit rules, suppression rules and frequency controls.
• Assess technical feasibility and data readiness; clarify requirements and dependencies with Customer Marketing, Business, Data and IT teams.
• Recommend appropriate journey and channel approaches based on customer behavior, platform capabilities and communication costs.
• Maintain journey documentation and support reusable automation components for recurring programs.

B. Campaign Execution, Data Readiness & Quality Control

• Build, test, launch and monitor assigned CRM campaigns and automated journeys on the relevant platforms.
• Work with Data and IT teams to validate customer attributes, event definitions, identifiers and data flows required for campaign execution.
• Apply agreed eligibility, consent, contact policy and suppression rules using validated source data and platform capabilities.
• Conduct pre-launch quality checks covering audience selection, journey logic, content, personalization, links, tracking and scheduling.
• Monitor live campaigns, investigate execution issues and coordinate corrective actions with relevant teams.
• Maintain execution records, approval evidence and change logs to support traceability and troubleshooting.

C. Performance Optimization & Technical Expertise

• Monitor campaign delivery, reachability, customer response, journey progression and communication costs.
• Partner with Customer Marketing and Data teams to evaluate campaign effectiveness and identify optimization opportunities.
• Design and implement A/B tests and control groups, where feasible, to assess messaging, timing, channel sequencing and journey logic.
• Identify automation gaps and recommend improvements to platform configuration, data availability and operating processes.
• Establish and maintain standards for campaign setup, testing, documentation and monitoring.
• Provide technical guidance, peer reviews and knowledge sharing to improve team capability and execution quality.

• Bachelor’s degree in Marketing, Business Administration, Information Systems, Computer Science, Statistics or a related field.
• 5+ years of relevant experience in CRM, Marketing Automation, Lifecycle Marketing or customer engagement operations.
• Strong hands-on experience with platforms such as Oracles, CleverTap, Salesforce Marketing Cloud, Adobe Campaign, Braze or equivalent.
• Proven experience building event-triggered journeys, customer segmentation, personalization and multi-channel campaigns.
• Experience working with Data and IT teams on customer data, event tracking and system integrations.
• Experience in financial services, banking, consumer finance or fintech is preferred.

​​​​​​​Functional Skills

• Strong understanding of CRM architecture, lifecycle journeys, segmentation and automation logic.
• Ability to translate business and marketing requirements into clear functional specifications and platform configurations.
• Working knowledge of SQL and customer data structures; ability to validate audience logic and investigate data issues.
• Understanding of APIs, event schemas and data flows sufficient to define requirements and troubleshoot with technical teams.
• Strong knowledge of campaign QA, personalization, tracking, frequency controls and suppression management.
• Strong analytical capability, including campaign reporting, experimentation and interpretation of results.
• Strong problem-solving and stakeholder management skills, with the ability to manage competing priorities and implementation dependencies.
• Ability to establish standards, review complex setups and coach colleagues.
• Good written and verbal communication skills in Vietnamese and English.