Key Responsibilities:
Retention Strategy and Planning
- Develop and own the end-to-end retention strategy across the child lifecycle (onboarding to engagement to progression and graduation).
- Define the retention goals, KPIs and benchmarks (e.g. churn rate, continuation rate, utilization, lifetime value).
- Identify key drop-off moments (e.g. post-trial, mid-term, level transitions, fee revisions, curriculum updates) and design targeted interventions.
- Design and execute parent lifecycle journeys (onboard, in-programme engagement, progression).
- Set up marketing workflows, toolkits and templates that improve the speed, consistency and cost-effectiveness of campaign rollout.
- Work with DX team to optimize email, WhatsApp, and in-app communication.
- Segment parents by behavior, tenure, programme and centre to deliver relevant, timely messaging.
- Identify process gas and recommend improvements to retention workflows and SOPs.
- Ensure compliance with PDPC and internal data governance standards.
Retention Campaigns and Programmes
- Plan and manage retention-led campaigns such as sibling and referral initiatives, loyalty and milestone programmes, win-back campaigns for withdrawn families.
- Collaborate with the Business Unit on centre-specific retention needs (e.g. red centres, utilization gaps) and ensure that we reduce manual intervention as much as possible.
- Ensure all campaigns and communications clearly articulate brand USPs and benefits to parents.
- Guide the creation of digital assets, event materials, EDMs, videos, social posts, and marketing collateral to maintain consistent, parent-centric brand representation.
Team Leadership & Stakeholder Management
- Lead and mentor the marketing team by setting clear goals, fostering a high-performance culture, and encouraging accountability.
- Build strong partnerships with internal teams like Business ops, Business units, Curriculum team and external agencies/vendors to execute campaigns efficiently and creatively
- Champion a data-driven culture within the team, ensuring decisions are grounded in analytics and measurable results
Requirements:
- Degree in Marketing, Communications, Business, or a related field.
- A Master’s in Business Administration is an advantage
-
More than 7 years of marketing experience with 2-3 years of people management skills
-
Strong experience in retention, lifecycle marketing, CRM, or growth-focused roles.
-
Experience in preschool, education, or parent-focused industries is a plus.
