📌 Core Information
🔹 Job Title: Senior Executive ~ Assistant Manager, Customer Marketing Specialist (Customer Retention)
🔹 Company: Sony
🔹 Location: Singapore (Sony SGP HQ, Perennial Business City)
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: July 21, 2025
🔹 Experience Level: Mid-Senior level (3-5 years)
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and executing data-driven CRM strategies under the My Sony Rewards loyalty program
- Strengthening customer engagement, increasing product registration, and driving retained sales
- Collaborating with cross-functional teams to build a full-funnel customer marketing program
- Analyzing customer behavior to identify conversion opportunities and segmentation strategies
- Optimizing customer journeys and managing the My Sony Rewards loyalty program
ASSUMPTION: This role requires a balance of strategic thinking and hands-on execution, with a strong focus on data-driven decision making and customer-centric marketing.
📋 Key Responsibilities
✅ Lead the CRM and retention strategy under the My Sony Rewards loyalty program, focusing on key KPIs such as product registration ratio, email performance, and retained sales
✅ Work closely with the Customer Acquisition Specialist to build and execute the end-to-end customer marketing program, ensuring seamless integration across acquisition, onboarding, engagement, and retention touchpoints
✅ Analyze customer behavior across multiple touchpoints to identify conversion opportunities and segmentation strategies
✅ Develop and refine data-driven customer journeys based on behavioral insights, working with internal stakeholders to drive engagement and conversions at key moments
✅ Strategically manage and optimize the My Sony Rewards loyalty program, ensuring its mechanics, communications, and reward structures drive customer loyalty and lifetime value
✅ Collaborate with internal stakeholders to ensure CRM initiatives are aligned with business priorities and deliver integrated consumer experiences
✅ Lead the planning and execution of lifecycle email campaigns via Salesforce Marketing Cloud, including segmentation, targeting, content coordination, and A/B testing to maximize engagement and conversions
✅ Own the CRM campaign calendar, ensuring timely, relevant communications tailored to product lifecycle stages and customer segments
✅ Monitor and report on CRM performance monthly, using tools such as Power BI, SQL, and CDP platforms to analyze trends, evaluate impact, and refine strategy
✅ Ensure data accuracy and compliance, serving as the final checkpoint for Personal Information Management (PIM) and data validation before EDM deployment
✅ Partner with system and tech teams to support the enhancement of the My Sony Rewards portal, including content updates and user experience improvements
✅ Understand and work across multiple data systems including Salesforce Marketing Cloud, CDP (Customer Data Platform), loyalty databases, and APIs that connect customer journeys across platforms
ASSUMPTION: This role requires a strong understanding of CRM systems, data analysis, and customer journey mapping to be successful.
🎯 Required Qualifications
Education: A Bachelor's degree in Marketing, Business, Communications, or a related field
Experience: 3-5 years of experience in CRM, customer retention, loyalty marketing, or digital marketing roles, ideally in consumer-focused industries
Required Skills:
- Proven experience in email marketing execution, lifecycle campaign planning, and customer journey mapping
- Strong working knowledge of Salesforce Marketing Cloud or similar CRM/marketing automation platforms
- Strong analytical skills with working knowledge of SQL, Power BI, and CDP systems
- Understanding of APIs and data flows across marketing, loyalty, and customer databases
- Excellent attention to detail in managing personal data, campaign Quality Assurance, and compliance checkpoints
- Proficiency in Microsoft Excel, Microsoft Power BI and familiarity with HTML for email
Preferred Skills:
- A strategic mindset with the ability to connect CRM activities to business outcomes and revenue growth
- A consumer-first mindset with a passion for understanding customer behavior and building long-term value
- Excellent stakeholder management skills, with the ability to influence, align priorities, and drive collaboration across teams
- Data-savvy, analytical, and proactive in optimising campaign performance and customer engagement
- Able to balance big-picture planning with hands-on execution, and adapt in a fast-paced, matrixed environment
- A self-starter with strong ownership and accountability in delivering high-quality work
ASSUMPTION: While the role requires specific technical skills, it also values candidates with strong strategic thinking, stakeholder management, and data-driven decision-making abilities.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a mid-senior level marketing role in Singapore, the estimated salary range is SGD 6,000 - 8,000 per month. This range may vary depending on the candidate's experience and qualifications.
Benefits:
- Competitive benefits package
- Opportunities for professional growth and development
- Dynamic and innovative work environment
Working Hours: Full-time position with standard office hours, Monday to Friday, 9:00 AM to 6:00 PM. Occasional overtime may be required to meet project deadlines.
ASSUMPTION: The salary range is an estimate based on market research and may vary depending on the candidate's experience and qualifications. The benefits package is competitive and may include health insurance, retirement plans, and other perks.
📌 Applicant Insights
🔍 Company Context
Industry: Sony is a multinational conglomerate operating in various industries, including electronics, gaming, entertainment, and finance. The Biotechnology division focuses on flow cytometry and imaging products for advanced biomedical research.
Company Size: Sony has over 125,000 employees worldwide, making it a large enterprise with extensive resources and opportunities for career growth.
Founded: Sony was founded in 1946, with the Biotechnology division established in 1995. The company has a rich history of innovation and technological advancements.
Company Description:
- Sony is committed to producing and supporting high-quality, innovative products that support advanced biomedical research
- The company's flow cytometry and imaging products reflect its full commitment to research and development, with a focus on superior performance and user experience
- Sony's innovative approaches and technical know-how are incorporated into its product platforms, with numerous patents and awards recognizing its contributions to the industry
Company Specialties:
- Flow Cytometry Instruments and Reagents
- Imaging Products for Biomedical Research
- Innovative Technologies for Superior Performance and User Experience
Company Website: http://www.sonybiotechnology.com/
ASSUMPTION: Sony's Biotechnology division operates as a separate entity within the larger corporation, focusing on advanced biomedical research and flow cytometry products.
📊 Role Analysis
Career Level: This role is at the mid-senior level, requiring a combination of strategic thinking and hands-on execution. It offers opportunities for career growth and development within the marketing department and the broader organization.
Reporting Structure: The role reports directly to the Digital & Customer Marketing Manager and works closely with the Customer Acquisition Specialist to build and execute the end-to-end customer marketing program.
Work Arrangement: This is an on-site role based in Singapore, with standard office hours and occasional overtime as needed.
Growth Opportunities:
- Expanding the role's scope to include additional regions or product lines as the company grows
- Developing expertise in new marketing channels or technologies as they emerge
- Advancing to a managerial or leadership role within the marketing department or the broader organization
ASSUMPTION: This role offers opportunities for career growth and development within the marketing department and the broader organization, depending on the candidate's performance and the company's needs.
🌍 Location & Work Environment
Office Type: The role is based in Sony's Singapore headquarters, a modern and collaborative workspace designed to foster innovation and creativity.
Office Location(s): Sony SGP HQ, Perennial Business City, Singapore
Geographic Context:
- Singapore is a global hub for technology, finance, and healthcare industries, providing ample opportunities for networking and collaboration
- The Perennial Business City is a modern and well-connected business park with easy access to public transportation and amenities
- Singapore offers a multicultural and multilingual environment, with a strong emphasis on work-life balance and quality of life
Work Schedule: Standard office hours, Monday to Friday, with occasional overtime as needed to meet project deadlines.
ASSUMPTION: The work environment is dynamic and collaborative, with a strong focus on innovation and customer-centric marketing. The location offers easy access to public transportation and amenities, with a multicultural and multilingual environment.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the hiring manager
- In-depth interviews with cross-functional stakeholders
- Final round interview with the marketing director or another senior leader
- Background check and offer extension
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Data analysis and interpretation abilities
- Customer-centric mindset and understanding of customer behavior
- Stakeholder management and communication skills
- Technical proficiency in CRM, marketing automation, and data analysis tools
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of CRM systems, data analysis, and customer journey mapping in your application materials
- Showcase your strategic thinking and problem-solving skills through specific examples or case studies
- Prepare for behavioral interview questions that focus on your customer-centric mindset, stakeholder management, and data-driven decision-making abilities
ATS Keywords: CRM, customer retention, loyalty marketing, digital marketing, email marketing, lifecycle campaign planning, customer journey mapping, Salesforce Marketing Cloud, SQL, Power BI, CDP systems, attention to detail, Microsoft Excel, HTML
ASSUMPTION: The application process is designed to assess the candidate's strategic thinking, data analysis, and customer-centric mindset, as well as their technical proficiency in CRM and marketing automation tools.
🛠️ Tools & Technologies
- Salesforce Marketing Cloud
- SQL
- Power BI
- CDP (Customer Data Platform)
- Microsoft Excel
- HTML
ASSUMPTION: The role requires proficiency in CRM, marketing automation, and data analysis tools, with a strong focus on Salesforce Marketing Cloud, SQL, Power BI, and CDP systems.
👔 Cultural Fit Considerations
Company Values:
- Innovation
- Customer-centricity
- Collaboration
- Integrity
- Sustainability
Work Style:
- Dynamic and fast-paced environment
- Strong focus on data-driven decision making and continuous improvement
- Collaborative and cross-functional teamwork
- Opportunities for professional growth and development
Self-Assessment Questions:
- Do I have a strong customer-centric mindset and a passion for understanding customer behavior?
- Am I comfortable working in a dynamic and fast-paced environment, with a strong focus on data-driven decision making?
- Do I have strong stakeholder management and communication skills, with the ability to influence and drive collaboration across teams?
- Am I proficient in CRM, marketing automation, and data analysis tools, with a willingness to learn and adapt to new technologies?
ASSUMPTION: Sony values candidates who are innovative, customer-centric, collaborative, and data-driven, with a strong focus on continuous improvement and professional growth.
⚠️ Potential Challenges
- Managing multiple data systems and ensuring data accuracy and compliance
- Balancing big-picture planning with hands-on execution in a fast-paced, matrixed environment
- Adapting to changes in customer behavior, market trends, and technological advancements
- Collaborating effectively with cross-functional teams and stakeholders
ASSUMPTION: These challenges require strong analytical, stakeholder management, and adaptability skills, with a focus on data-driven decision making and continuous improvement.
📈 Similar Roles Comparison
- This role focuses on customer retention and lifecycle marketing, whereas related positions may focus on customer acquisition, product marketing, or brand management
- Sony's Biotechnology division operates as a separate entity within the larger corporation, focusing on advanced biomedical research and flow cytometry products
- Career progression may involve expanding the role's scope to include additional regions or product lines, or advancing to a managerial or leadership role within the marketing department or the broader organization
ASSUMPTION: This role offers unique opportunities for career growth and development within the marketing department and the broader organization, depending on the candidate's performance and the company's needs.
📝 Sample Projects
- Developing and executing a data-driven CRM strategy to increase product registration and retained sales under the My Sony Rewards loyalty program
- Analyzing customer behavior to identify conversion opportunities and segmentation strategies, and refining customer journeys based on behavioral insights
- Optimizing the My Sony Rewards loyalty program to drive customer loyalty and lifetime value, with a focus on mechanics, communications, and reward structures
ASSUMPTION: These sample projects demonstrate the role's focus on data-driven decision making, customer-centric marketing, and continuous improvement.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the marketing department, and how this role fits into the broader organization?
- How does Sony support the professional growth and development of its employees, particularly in the marketing department?
- Can you provide examples of how Sony's company values are reflected in the day-to-day work and decision-making processes within the marketing department?
- What are the key priorities for this role in the first 30, 60, and 90 days, and how will my performance be measured and evaluated?
- How does Sony approach work-life balance and employee well-being, particularly in the marketing department?
ASSUMPTION: These questions demonstrate the candidate's interest in the company culture, team dynamics, and career growth opportunities, as well as their understanding of the role's priorities and performance expectations.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the Sony Global Careers job portal
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on CRM, marketing automation, data analysis, and customer-centric mindset
- Prepare for behavioral interview questions that focus on your strategic thinking, stakeholder management, and data-driven decision-making abilities
- If selected for an interview, be prepared to discuss specific examples or case studies that demonstrate your experience and skills in CRM, marketing automation, and data analysis
- Follow up with the hiring manager or recruiter within one week of your interview to express your interest in the role and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
