About the job
MoneySmart Group is South East Asia's leading personal financial portal, helping consumers to compare credit cards, loans and insurers. MoneySmart was founded in 2009 with the simple goal to help consumers make better financial decisions.
Bubblegum is a digital platform built and owned by MoneySmart Financial that provides users with general insurance education, policy management capabilities, and a fuss-free application process for insurance coverage. Bubblegum was formed as an in-house brand and is in line with MoneySmart's vision to be everyone's trusted personal financial coach.
Mission
We are looking for a Marketing Manager to take charge of all marketing operations, implement strategy, collaborate with other functions and drive success for Bubblegum and its customers.
The right candidate will thrive in situations where they are required to find answers through uncertainty and build their own frameworks for decision-making and direction. The Bubblegum culture is more like an incubated startup within a larger business and as such the ideal Marketing Manager will be skilled across multiple marketing disciplines, including digital performance and organic marketing, customer engagement, customer retention, email marketing, product marketing and brand development. They would be willing to get their hands dirty whilst also looking to build a function they can lead when the team is scaled up in future.
The ideal candidate would also have an appreciation for the unique challenges of the insurance industry, and be looking to help Bubblegum solve real problems for our current and future customers. The recipe for success is combining Hunger, Humility and Smarts to be an indispensable part of the Bubblegum Leadership Team.
Responsibilities
Leadership
- Develop and implement marketing plans aligned with Bubblegum's strategy in collaboration with the leadership team
- Collaborate with other leadership team members to integrate marketing with other business areas and future plans
- Provide thought leadership, ideas and expertise as part of managing the business
- Demonstrate leadership in actions, behaviours, and cultural development, contributing to becoming a high-performing leadership team
- Own financial outcomes relating to marketing, including the performance of relevant sales channels, ROI and cost optimisation
Brand
- Drive the evolution of the Bubblegum brand, including the aesthetic, design, voice and tone, overall brand experience and positioning. Work with others in the team to ensure customer and market interactions with Bubblegum are coherent and consistent with our intended positioning
- Maintain and build on existing carrier relationships to keep products relevant and fit for our customers and target segments with win-win outcomes for both parties (including monitoring, reporting and assessing profitability ratios)
Customer acquisition
- Create plans and execute on them to meet customer acquisition targets, incorporating Ideal Customer Profiles (ICPs)
- Optimise acquisition activities to achieve ROI / cost-effectiveness thresholds and meet financial targets
- Test and learn new performance and display marketing channels to diversify distribution and reach
- Use existing data and build strategies to enrich / analyse data further to enhance customer acquisition, including through better targeting and more effective communication
Customer retention and cross-sell
- Manage engagement with customers that improves retention, share of wallet, cross-sell and overall satisfaction with Bubblegum
- Utilise data to better understand customer needs, personalising communication to audiences and building relationships they want and value
- Develop plans for a customer reward / loyalty programme to increase customer lifetime value
- Create valuable content for customers and prospects to consume on web/app/outbound communications, so they can educate themselves and make the right decisions for their insurance needs
Product marketing
- Work with the product and technology teams to bring insurance products to market in a way that delights customers and achieves business targets
- Advocate for the customer and facilitate understanding of their needs to feed into the direction of product development activities
Tech
- Own the operation of the MarTech stack, monitoring stability and effectiveness
- Provide direction over future needs and development
Partner development
- Support business leaders in partner development activities, as channels for distribution, affiliate marketing, cross-promotion
Requirements
- A minimum of 5 years experience in consumer marketing, preferably in Insurance or other financial services industries
- Multidisciplinary generalist capable of adding value across all areas of marketing expertise
- Strong working knowledge of best practice in performance marketing, email marketing, customer communication and content
- Data driven - Deep understanding of how to leverage data in marketing to create and maintain a competitive advantage. Experience of using Customer Data Platforms and/or Customer Engagement Platforms such as Twilio Segment, Engage and Braze are a big positive
- An understanding of Insurance, including customer needs, customer profiles/personas and the sales / marketing ecosystem, especially in Singapore
- Extraordinary drive, organisation and resilience: high energy, motivation to work collaboratively. Challenges all ideas and enjoys being challenged, and welcomes smart failures as opportunities to learn
- Digital distribution experience - deep understanding of how to drive distribution and CLTV via retention and cross sell
- Excellent stakeholder management and ability to communicate succinctly with impact
Moneysmart culture values and tenets
The traits we admire are core intrinsic qualities we look for in someone we want on our team, and we look for people who are Hungry, Humble and Smart. We also expect all our people to uphold the following company values:
- Play to win as a team
- Solve for the customer
- Embrace a personal growth mindset
- Own it openly
- Challenge the status quo and deliver outcomes
MoneySmart Group is an equal opportunity employer. Please include only relevant details and avoid unnecessary information (e.g., photos, age) in your job application to assist us in ensuring that the interview process is devoid of bias.
