Summary
Are you a data-driven marketer who can connect insights to strategy, and strategy to execution across CRM and performance channels?We are looking for a Section Manager, Marketing Analytics & CRM to lead our data, insights, and CRM capabilities. This role combines hands-on analytics with team management, owning how we track, measure, understand, and optimise the full customer lifecycle.
Job Description
In this role, you will play a critical role in shaping how we acquire, engage and retain customers, powered by strong data foundations and actionable insights.
Marketing Analytics & Insights
Own the overall marketing analytics strategy across Performance Marketing (SEM, SEO, Display, Social) and CRM.
Translate business goals into measurement frameworks, KPIs, and reporting structures.
Drive deep-dive analysis across paid and owned channel data to uncover growth opportunities, performance gaps, and optimisation levers.
Guide decision-making through clear, insight-led recommendations.
Data Tracking, Attribution & Measurement
Own end-to-end tracking strategy, including tagging, event tracking, and data integrity.
Drive attribution and measurement frameworks to evaluate channel and campaign effectiveness.
Lead experimentation strategy (A/B testing, incrementality testing) to improve performance.
Partner with IT and Business Intelligence teams to strengthen data pipelines and measurement capabilities.
Dashboarding, Reporting & Data Infrastructure
Develop performance monitoring & KPI reporting dashboards, utilising multiple internal & external data sources
Build a customer data warehouse to enable real-time personalised marketing.
CRM Strategy & Team Leadership
Lead, manage and develop the CRM team across campaign execution and lifecycle management.
Define CRM strategy across customer lifecycle stages (acquisition, onboarding, engagement, retention, reactivation).
Identify opportunities for segmentation, personalisation, and customer value optimisation.
Drive continuous improvement in CRM effectiveness, personalisation, and automation capabilities.
Key requirements
Bachelor's degree in Marketing, Data Analytics, Engineering, or related field.
9-11 years of experience in marketing analytics, CRM, or digital performance roles.
Proven experience managing or mentoring a team (especially CRM).
Strong expertise in analytics tools (e.g. GA4), dashboarding (Power BI/Tableau), and SQL.
Deep understanding of CRM/lifecycle marketing and performance marketing metrics.
Understanding of ad platforms, tagging standards, UTMs, floodlights/pixels, etc.
Familiarity with CRM platforms (e.g. Salesforce Marketing Cloud, Insider, etc.)
Strong stakeholder management and ability to operate at both strategic and hands-on levels
Strong analytical thinking and excellent problem-solving ability
Excellent attention to detail and commitment to data integrity
Skills Required
- At least 5 years experience in CRM, partnership marketing, or related fields
- Hands-on CRM platform experience preferred
- Strong analytical and technical understanding of CRM systems
- Excellent stakeholder management and negotiation skills
- Time management and project management skills
What We Do
Scoot is the low-cost subsidiary of Singapore Airlines (SIA). Scoot took to the skies in June 2012 and merged with Tigerair Singapore in July 2017, retaining the Scoot brand for a new chapter of growth. Scoot was the world's first low-cost carrier to attain the highest ratings at both the APEX Health Safety Audit powered by SimpliFlying and Skytrax COVID-19 Airline Safety Rating Audit. In 2022, Scoot was awarded IATA membership for meeting global industry standards for airline operational safety. Our people have big smiles and even bigger personalities. We are defined by our unique Scootitude – a daring attitude to be positive, uncompromising on safety and efficiency, spreading fun and humanity wherever we fly. Check out the roles available in our yellow family here: www.flyscoot.com/careers
