Job Description

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campaigns such as sibling and referral initiatives, loyalty and milestone programmes, win-back campaigns for withdrawn families.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.
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  Experience in preschool, education, or parent-focused industries is a plus.