The Growth Business (GB) unit drives NTUC First Campus portfolio of growth and enrichment ventures, spanning Changemakers Explorer, Changemakers Afterschool, Chinese enrichment, in-centre enrichment, Outdoor School, and the SEED social programmes, alongside regional expansion across Southeast Asia. GB operates as an entrepreneurial, build-phase unit focused on scaling new revenue streams and brand-led experiences for children and families.
The Marketing & CRM Manager owns marketing execution and the end-to-end customer journey across all Growth Business lines. The role plans and runs marketing for each business line, maps and orchestrates the customer journey from first awareness through enrolment, retention, and renewal, and activates that journey across every channel, from WhatsApp and email to CRM, social, web, and ad retargeting.
The CRM and marketing automation platform is the engine behind this work, giving the role a single, reliable view of every family and the ability to reach them with the right message, on the right channel, at the right moment. The incumbent works in close partnership with the Performance Marketing Lead on paid acquisition and retargeting, and with the enrolment leads across CEB, CAE, and SEED, providing the marketing and systems that strengthen their conversion work rather than duplicating it.
Key Responsibilities
- Marketing across Growth Business Lines
Plan and run marketing for each Growth Business line (Changemakers Explorer, Changemakers Afterschool, Chinese enrichment, in-centre enrichment, Outdoor School, and SEED programmes), tailored to each brand, audience, and business objective.
Develop and execute marketing plans and campaigns that drive awareness, enquiry, and enrolment across the portfolio.
Own the marketing calendar across the business lines, ensuring a consistent cadence and clear prioritisation.
Work with the Brand & Strategy Lead to translate brand and strategy into effective, on-brand marketing execution.
- Customer Journey & Lifecycle Marketing
Map and own the end-to-end customer journey for each business line, from first awareness through enquiry, enrolment, onboarding, retention, and renewal.
Design and run lifecycle campaigns and automated nurture journeys that move families through each stage and deepen engagement.
Identify friction points and drop-offs in the journey and act to improve conversion and retention.
Personalise messaging and offers by segment, stage, and behaviour across the portfolio.
- Multi-Channel Orchestration
Orchestrate marketing across all owned and paid channels, including WhatsApp, email, SMS, CRM, social, web, and ad retargeting, ensuring a coherent experience across touchpoints.
Build and manage the audiences and segments that power targeted messaging and retargeting.
Partner with the Performance Marketing Lead to align retargeting audiences and paid activity with the customer journey and CRM data.
Select, integrate, and get the most from the channel and messaging tools in the marketing stack.
- CRM Platform & Marketing Automation
Own, administer, and continuously improve the CRM and marketing automation platform across the Growth Business portfolio.
Manage lead capture, scoring, segmentation, and routing so that every enquiry reaches the right enrolment team at the right time.
Maintain a clean, reliable, and PDPA-compliant database, with strong data governance and hygiene across all business lines.
Serve as the system owner for CRM and automation across the marketing and enrolment teams.
- Analytics, Reporting & Optimisation
Build and maintain dashboards that track the funnel, customer journey, channel performance, and campaign effectiveness across all lines.
Translate data into clear, actionable insight for the marketing team, the CGO, and the enrolment leads.
Run testing and optimisation across channels, journeys, and campaigns to improve yield over time.
Support forecasting and target-setting with reliable pipeline and conversion data.
- Cross-Functional Enablement
Partner closely with the enrolment leads across CEB, CAE, and SEED so that marketing and the CRM serve their conversion work on the ground.
Lead the implementation of any funnel-optimisation technology adopted by the Growth Business, including third-party platforms and engines.
Work with IT and external vendors to keep the marketing and CRM stack integrated, secure, and fit for purpose.
Champion adoption and capability-building so that marketing and enrolment teams use the tools and data consistently and well.
Key Requirements
- Bachelor's degree in Marketing, Business, Communications, or a related discipline.
- Minimum 5 years relevant experience spanning marketing execution and CRM or lifecycle marketing, ideally across multiple brands or business lines.
- Strong track record running multi-channel marketing (including WhatsApp, email, social, and paid retargeting) and customer journey or lifecycle programmes.
- Hands-on mastery of a CRM and marketing automation platform (e.g. HubSpot, Salesforce, or equivalent).
- Strong data and analytics capability, with the ability to build dashboards and turn data into action.
- Experience working across marketing and frontline sales or enrolment teams, with the diplomacy to enable rather than encroach.
- Sound understanding of data governance and PDPA-compliant data management.
- Experience within education, services, or family-oriented sectors will be advantageous.
- Personal Attributes
- A marketer who thinks in customer journeys and can join brand, channel, and data into one coherent experience.
- Both creative and analytical, comfortable moving between campaign ideas and funnel metrics.
- Collaborative and service-minded, able to build trust across marketing and enrolment teams.
- Hands-on, organised, and able to run multiple business lines and channels at once.
- Comfortable working in an agile, fast-evolving, build-phase environment.
Other Skills & Knowledge
- Familiarity with WhatsApp Business or conversational marketing platforms (e.g. Omnichat, WATI, or similar).
- Experience integrating CRM with paid media and web for audience building and retargeting.
- Familiarity with marketing analytics and visualisation tools (e.g. Google Analytics, Looker, Power BI).
- Exposure to AI-driven lead scoring or funnel optimisation tools.
