Manager, CRM & Marketing Efficiency

COMPANY DESCRIPTION

Kaplan Higher Education Academy (Kaplan) is part of Kaplan Inc., one of the world's most diverse education providers and the largest subsidiary of Graham Holdings Company (NYSE:GHC).

Kaplan has welcomed students from over 55 countries and regions. As a Lifelong Integrated Learning Partner, we offer over 450 academic and professional certification programme options. for higher learning and skills development, providing opportunities for individuals to always stay relevant. To date, these opportunities have benefitted more than 100,000 graduates^.

We have a diverse team of individuals dedicated to our mission to help individuals achieve their educational and career goals, and build futures, one success story at a time. Our core values - Opportunity, Knowledge, Support, Integrity and Results - help guide the way we work.

At Kaplan, our employees are our most valuable assets, and everyone's contribution is integral to our success. We have been recognised by The Straits Times, for the second successive year, as being one of Singapore's Best Employers for 2023. This large-scale and comprehensive study assessed the attractiveness of organisations in Singapore based on an independent employee survey.

We strive to continue providing a professional, positive and stimulating work enviroment with plenty of room for initiatives, so that our employees can thrive with us. If you are seeking opportunities for growth, we welcome you to write to us!

.Based on full-time and part-time study modes across programmes offered at Kaplan.

^Total Diploma and Degree graduates from Kaplan from 2007 to 2023.

RESPONSIBILITIES

THE ROLE: Manager, CRM & Marketing Efficiency

The Manager, CRM & Marketing Efficiency is responsible for building a high-performing CRM ecosystem that supports accurate data capture, standardised processes, effective qualification, and clear forecasting. This role also leads the optimisation of contact centre operations, including agent performance, automation, and AI-driven engagement. The manager works closely with marketing, recruitment, operations, and technology stakeholders to drive efficiency and revenue growth.

Key Responsibilities:

• CRM Optimisation
  • Develop and enforce CRM best practices across marketing and recruitment teams to ensure consistent, high-quality data capture.
  • Design and maintain standardised workflows that support accurate segmentation, reporting, and lifecycle tracking.
  • Lead ongoing CRM improvements, including field structures, validation rules, automation logic, and reporting frameworks.
  • Monitor CRM data health and implement corrective actions to improve completeness, accuracy, and usability.
  • Support forecasting and performance analysis through reliable CRM outputs and dashboards.
• Contact Centre and Qualification Matrix Optimisation
  • Oversee daily operations of contact centre agents, including performance management, training, scheduling, and process improvements.
  • Implement automation and digital tools to reduce manual workload and improve lead response times.
  • Develop and scale AI-powered contact centre capabilities to support qualification, nurturing, and re-engagement.
  • Redesign and maintain a clear qualification matrix and disqualification logic aligned with customer lifecycle stages.
  • Drive measurable improvement in lead-to-application and lead-to-enrolment conversion.
• Stakeholder Management
  • Collaborate with marketing, recruitment, operations, technology, and compliance teams to develop CRM and contact centre enhancements.
  • Facilitate alignment between departments on lead management workflows, qualification standards, and data requirements.
  • Communicate project plans, progress, and outcomes to senior leadership and cross-functional stakeholders.
  • Translate business needs into actionable CRM and operational requirements for technical teams.
• Marketing and Sales Pipeline Efficiency
  • Analyse pipeline performance from lead to enrolment and identify friction points across channels and stages.
  • Partner with marketing to improve lead quality, scoring, and routing logic.
  • Partner with recruitment to improve follow-up discipline, pipeline hygiene, and forecasting accuracy.
  • Identify opportunities to reduce processing delays, eliminate redundant steps, and optimise contact strategies.
  • Develop dashboards and operational frameworks that support predictable, scalable growth.
• Quality assurance and feedback
  • Establish QA procedures for CRM usage, contact centre interactions, and lead-handling practices.
  • Conduct regular audits on data quality, qualification consistency, and process adherence.
  • Provide structured feedback and training to teams to improve CRM discipline and customer experience.
  • Monitor feedback loops from agents, applicants, and stakeholders to refine processes and tools.
• Risk Management and Compliance
  • Ensure CRM processes and contact centre operations comply with internal governance, data privacy policies, and regulatory requirements.
  • Implement controls to reduce risk linked to inaccurate data, improper follow-up, or non-compliant communication practices.
  • Maintain documentation for workflows, qualification criteria, disqualification reasons, and system changes.
  • Support audits and work with legal/privacy teams on risk mitigation and data-handling best practices.
• Support any other tasks as assigned by Supervisor or Head of Department
  • Assist in ad hoc projects that align with the institution's broader marketing and recruitment objectives.
  • Respond promptly to any last-minute content needs or adjustments, ensuring flexibility and responsiveness to meet evolving marketing goals.

QUALIFICATIONS

Essential

• Bachelor's degree in Marketing, Business, Analytics, Information Systems, or related field.
• 5+ years of experience in CRM management, marketing operations, sales operations, or contact centre optimisation.
• Demonstrated experience owning or implementing CRM workflows, data governance, and pipeline processes.
• Proven track record of improving lead quality, pipeline conversion, or operational efficiency.
• Experience working with cross-functional teams across marketing, sales/recruitment, analytics, and technology.
• Experience managing or improving contact centre operations and agent performance.
• Familiarity with data privacy requirements related to CRM and customer communication.
• Strong CRM administration and optimisation ability (Salesforce, HubSpot, MS Dynamics, or equivalent).
• Confident with data analysis, dashboards, forecasting, and performance reporting.
• Ability to design workflows, diagnose bottlenecks, and implement scalable processes.
• Strong organisational skills, able to manage multiple projects and stakeholders.
• Clear communication skills, able to translate business needs into system requirements.
• Ability to lead operational improvements, set standards, and enforce process discipline.
• Strong problem-solving mindset and comfort with building new systems from scratch.
• English - spoken and written as required to fulfill daily tasks
• Microsoft Office

Desirable

• Experience scaling AI-driven contact centre operations.
• Experience in education, training, or service-based industries.
• Background working with compliance, legal, or governance teams on system-related risk mitigation.
• Experience with automation tools, lead-scoring models, or customer lifecycle frameworks.
• Ability to create QA frameworks, SOPs, and training modules for CRM or contact centre teams.
• Strong change-management capability for driving adoption of new processes or systems.
• Ability to present operational insights and recommendations to senior leadership with clarity and confidence.

OTHER INFORMATION

• Working Hours: Monday to Friday, 9am to 6pm.
• Work Arrangements: Hybrid (Blend of in-office and remote work)
• Location: Wilkie Edge

Please note that your application will be sent to and reviewed by the direct employer - Kaplan Higher Education Academy Pte Ltd