Job Purpose
The Head of Stakeholders Experience Management and Marketing is responsible for shaping the end-to-end experience of Prasarana Group's products and services, driving conversion across key stages of the customer journey, leading the customer experience and marketing strategy to achieve business goals, ridership and revenue targets. The role will be responsible for ensuring that customer satisfaction across all engagement points is achieved and for the development and implementation of the Group's marketing strategy and plan.
Key Accountabilities
- Developing holistic customer journeys and shaping all customer touchpoints, including but not limited to events, digital and print communication, stations/hubs, PULSE, social media interactions and so on, to drive customer conversion rates across all stages of engagement.
- Shaping the Stakeholders Experience Management and Marketing strategy that enables Prasarana Group to acquire, convert, and retain more engaged and loyal customers, driving ROI and enabling the Group to meet its revenue, ridership, and Customer Satisfaction targets.
- Leading the development, management, implementation of and overall responsibility for customer experience and marketing activities across the Group, which may include but not limited to full design of experiential campaigns, integrated with digital and direct marketing tactics, the development of all relevant systems, communication interfaces and plans as well as multi-channel integration to influence, motivate and engage our customers.
- Managing the budget for the Stakeholders Experience Management and Marketing department, ensuring effective use of resources and appropriate allocation in line with the Group's overall priorities.
- Creating and managing a framework of qualitative and quantitative measures that would allow the team to monitor customer needs, behaviour and market trends effectively, and that the development of ideas and initiatives ensures all touch points with customers have a clear focus and are clearly embedded throughout the customer journey.
- Collaborate with business units to uncover insights and strategies to develop and implement marketing strategies for new and existing products, internally and externally.
- Oversee and grow the marketing department, consistently identifying revenue opportunities; identify short-term and long-term scheduling, budget, and resource needs, including the development and management of an annual marketing budget, profit/loss projections, expenditure spending, and other financial considerations.
- Understand key marketing performance metrics and tracking tools to provide market research, forecasts, competitive analyses, campaign results, and consumer trends to translate results into actionable insights for the marketing team.
Qualifications, Skills & Knowledge
- Bachelor's degree in Marketing, Communications, Public Relations, or equivalent.
- Successful track record in senior customer experience and/or marketing roles and creating marketing campaigns.
- Excellent leadership, communication, and decision-making skills.
- Experience with digital and print marketing, content marketing, social media marketing, customer relationship management, loyalty programmes and project management.
- Minimum 20 years experience in senior marketing, communications, or stakeholder relations roles, often in complex organisations, or government environments.
- Strong project management and people management.
- Ability to understand business objectives and align CX and marketing strategies accordingly.
- UX/UI design knowledge, SEO & SEM, content management, social media, responsive design, partner management and analytics.
