II. Mô tả công việc/ Job Description:
The CRM Team Lead is the strategic owner of SkyJoy's Marketing Technology (MarTech)
stack. In this role, you act as the "MarTech Brain" behind the Growth and Marketing
department. Your mission is to build a robust data infrastructure, implement advanced
automation logic, and ensure data integrity across all platforms. You provide the high-octane
"data fuel" and automated "delivery systems" that enable the Growth and Marketing to
execute high-performing, full-funnel campaigns.
• MarTech Infrastructure & Ownership: Serve as the
Product Owner and
administrator for the Marketing Automation Platform (e.g., Insider, Clevertap,
MoEngage).
• Data Integration: Collaborate with the Product, Tech & Data teams to ensure
seamless API integrations and real-time data flows between Vietjet, Banking partners,
and the SkyJoy CRM.
• Tool Optimization: Evaluate and implement new MarTech tools (CDP, Referral
engines, Gamification modules) to enhance the platform's capabilities.
• Data Enrichment & Advanced Segmentation:
o Unified Customer View: Build and maintain the "Golden Profile" for millions
of SkyJoy members by unifying behavioral, transactional, and demographic
data.
o Automated Segmentation: Develop sophisticated, real-time segments (RFM,
Propensity models) that the Growth and Marketing team can "plug and play"
into their acquisition and retention flows.
o Data Quality Governance: Ensure data hygiene and accuracy. You are
responsible for identifying and fixing data gaps that prevent personalized
marketing.
• Automation Logic & Redemption Strategy:
o Orchestration Logic: Establish the "rules of engagement," including Frequency
Capping and Channel Priority, to prevent over-communication and ensure a
premium user experience.
o Redemption Engine: Design the technical logic for the "Burn" (Redemption)
ecosystem-creating automated triggers that nudge users to spend SkyPoints
based on their specific interests.
o Personalization Frameworks: Build dynamic content templates and
recommendation logic that allow the Growth team to deliver "Segment-of-
One" experiences at scale.
• Measurement & Experimentation Infrastructure:
o A/B Testing Framework: Design the technical environment for rigorous testing
(Control groups, Multi-variate testing) to measure the incremental lift of CRM
activities.
o LTV Analytics: Work with BI teams to build automated dashboards tracking
Lifetime Value (LTV), Churn Risk, and Point Velocity.
• Other tasks assigned by the Head of Growth and Marketing.