Job description for Senior Marketing Executive at Trapo Marketing Sdn Bhd
Role Overview
The Senior Marketing Executive is responsible for planning, managing, and executing marketing programmes with a strong focus on CRM, Loyalty, KOL management, and Media. This role drives customer retention, repeat purchase, and brand visibility through data-driven lifecycle strategies, influencer partnerships, and integrated media planning. The ideal candidate is hands-on, analytical, and capable of managing multiple workstreams with minimal supervision.
Key Responsibilities
1. CRM & Loyalty Marketing (Key)
- Own end-to-end CRM planning and execution across email, SMS, WhatsApp, and push notification channels.
- Develop and manage customer lifecycle programmes — onboarding, engagement, retention, win-back, and re-purchase flows.
- Build and maintain customer segmentation models; design targeted communications for each segment based on behaviour, purchase history, and lifecycle stage.
- Plan and execute loyalty programme mechanics including points, tiers, rewards, and member-exclusive campaigns.
- Collaborate with e-commerce and retail teams to design post-purchase experiences that drive repeat purchase and increase LTV.
- Monitor CRM KPIs: open rate, click-through rate, conversion, churn rate, repeat purchase rate, and loyalty programme engagement.
- Work with the data team to extract insights and continuously optimise CRM automation flows and personalisation.
- Manage CRM tools and marketing automation platforms.
2. KOL / Influencer Management
- Identify, vet, and onboard KOLs and content creators across TikTok, Instagram, XHS (Xiaohongshu), and YouTube aligned to brand values and campaign objectives.
- Manage the full KOL lifecycle: briefing, contracting, content review, posting schedule, and performance evaluation.
- Build and maintain a tiered KOL roster (nano, micro, macro) to support always-on seeding and campaign activations.
- Coordinate gifting, product seeding, and exclusive experiences to deepen KOL relationships.
- Track KOL campaign performance: reach, engagement rate, earned media value (EMV), and attributed conversions.
- Stay current on creator trends, platform algorithm changes, and emerging talent across key social channels.
- Ensure all KOL content meets brand guidelines, regulatory requirements, and disclosure standards.
3. Media Planning & Execution
- Support the planning and execution of paid media campaigns across Meta, Google, TikTok Ads, programmatic display, and out-of-home (OOH) where applicable.
- Coordinate with media agencies or in-house performance teams on media briefs, asset requirements, and campaign timelines.
- Manage media budgets, tracking spend vs. plan and ensuring efficient allocation across channels.
- Review media performance reports; provide actionable recommendations to improve ROAS, CPM, CPC, and overall media efficiency.
- Assist in developing integrated media plans that align paid, owned, and earned channels for key campaign moments.
- Coordinate PR and media relations activities including press releases, media pitches, and editorial placements where required.
- Liaise with media owners and publishers for partnership opportunities, sponsorships, and co-branded content.
4. Integrated Campaign Support
- Support 360° campaign planning that connects CRM, KOL, and media touchpoints into a cohesive customer journey.
- Prepare campaign briefs, asset trackers, and post-campaign reports.
- Coordinate with Sales, E-commerce, Retail Operations, and Customer Support to ensure campaign alignment.
- Document campaign learnings and contribute to process improvement and SOPs.
