Digital Marketing & CRM Specialist, APAC (Bentley)

This role is responsible for all aspects of Digital Marketing and CRM for Bentley in Asia Pacific. The role will be responsible to ensure that brand digital representation is fully in line with the global direction and that CRM system and processes are continually updated.

• Overall CRM strategy and planning, Bentley's in-house CRM system management (Salesforce based system) and continuous improvement.
• Leads management, Sales and Marketing support.
• Support the Sales & Marketing team, retailer network with data analytics and segmentation to fully understand and leverage on qualitative and quantitative data sources to improve customer experiences and grow the business e.g. maximising the information in the system, analysing churn rate and data patterns.
• Steering the Sales & Marketing team through the interpretation and data-driven decisions gained through the CRM Dashboard and Scorecard, own the KPIs.
• Drive the CRM excellence at retailer level through training and coaching of Bentley's CRM tool.

• Develop and execute Customer Experience strategy for Bentley Asia Pacific.
• Drive positive customer experiences that create extraordinary customer journeys, convert into sales growth and improve customer retention.
• Identify APAC customer journey and work towards plugging current gaps, map pre and post-handover journey distinct to Bentley, culturally relevant to aid retention.
• Develop new digital experiences that are customer centric, linking the local channels to the existing global platforms e.g. eDM, chat functions, etc.
• Support in building effective and customer communications plan, surrounding the customer and prospecting journeys together with Brand Communications Manager.
• Support Marketing campaign creation by understanding the needs from Marketing & Communications Manager.
• Aiding and identifying ways to improve customer satisfaction results.

• Based on the global digital media strategy, plan and manage digital marketing flight plan for the region.
• Oversee and drive performance of Digital Marketing and ensure continuous improvements and identification of digital marketing opportunities.
• Focusing on driving efficient results through the funnel from impressions to clicks, CTR, engagement to marketing and sales forms and finally Opportunities Won.
• Advise and manage the content of paid media, social media and regional website
• Oversee and steer Retailers upper funnel activities together with Brand Communications Manager and Marketing and Communications Managers for the regional sub-hubs to align on the best possible joint effort to drive Awareness and Interest through the Sales funnel.

• Deep dive into (U)HNWI audience to reach out to the untapped new target groups for new car sales, Certified by Bentley and Aftersales.
• Identify CRM and digital marketing (website and social media) data patterns and trends using primary and secondary sources, and provide insights to enhance business decision making capability in business planning, process improvement and solution assessment.

• Degree in Business Administration or Marketing equivalent.
• Minimum working experience of 2 years in Marketing & Communications.
• Experience within the automotive and or luxury industry in Digital and Performance Marketing with an established understanding of Salesforce use.
• Understanding of the Bentley brand and customer experience in luxury industry.
• Good skills in influencing others based on data-driven information.
• Keen on cultural diversity especially in the AP region.