Assistant Manager, Database Marketing

Job description:Job Title

Assistant Manager, Database Marketing

Reports To

Manager Digital Marketing

Role Purpose

Accountable for the online revenue generation through Database Marketing (email marketing, web push, apps push, in-app push).

Key Accountability

• Responsible in planning, developing and managing entire Malaysia Airlines marketing databases strategy (globally).
• Responsible to set up end to end email (eDM) and push notification marketing campaign & promotional activities globally for Malaysia Airlines.
• To support Malaysia Airlines email deliverability IP address and domain from blacklisted and emails do not land in the spam folder. To ensure email campaigns adhere to industry standards and do not violate regulatory compliances such as GDPR and PDPA.
• Responsible to plan and execute lead generation strategy (acquisition) to grow Malaysia Airlines newsletter and mobile application database.
• Responsible in sending and creating brief to Creative Marketing Department to support eDM & push notification marketing channel platform.
• To ensure eDM & push notification marketing message is conveyed clearly and delivered properly to Malaysia Airlines subscribers.
• To ensure email marketing rendering in proper form and template. Proofread emails for clarity, grammar, and spelling with the Malaysia Airlines personalization strategy.
• Responsible to track and analyze marketing campaigns and provide solution/strategy to boost email marketing & push notification target sales.
• Coordinate and monitor the maintenance, integrity, and security of several databases.
• To develop and manage the list segmentation for all email marketing campaigns based on demographic, behavioral, psychographic, and other criteria and run highly personalized email campaigns.
• To develop the html code for each email marketing and ensure the email is render properly in both desktop and mobile-friendly.
• Develop the template for mobile push notification and ensure the messages is render properly in the Malaysia Airlines mobile application notification.
• Assisting in liaising with internal business units such as MHholidays, Enrich, Corporate Comms, Market Station, Ancillary, Digital Solutions, and Revenue Management team.
• Continuously doing A/B test or multivariate test to improve open rate and click through rate.
• Key person to bridge South Asia Marketing team with digital marketing to support digital initiative and campaign to ensure achieving internet booking engine KPI.
• Managing a partnership between Malaysia Airlines and 3rd party such as Hotel or e-commerce platform (Grab & Lazada), and Telco, to leverage on partners database, or digital marketing spend.

Qualifications & Working Experience

Degree in Marketing, Communication Design or Business Administration with 7 years of working experience.

Skills & Knowledge

• 5-8 years experience in Digital Marketing Management in an international B2C company or with a digital marketing agency. Excellent understanding of digital marketing concepts and best practices.
• Perfect knowledge of web analytics tools.
• Skills and experience in creative content writing.
• Analytical mindset and critical thinking.
• Excellent communication and interpersonal skills.
• Writing database queries for storing procedures via SQL.
• Developing and designing an automate data load process.
• Managing database programs.
• Analytical, data-driven and well-versed with Excel.
• Well verse in html coding, and Jscript.