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Manager (Customer Relationship Management)

Salary undisclosed
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Job Description:As the museum celebrates its 10th anniversary, the candidate will be joining us to drive engagement and retention through Customer Relationship Management (CRM) as a strategic platform.This position reports to the Assistant Director of Digital Marketing and Digital Ecosystem, as part of the dynamic Marketing & Creative team. The selected candidate will also work closely with the Director of Innovation & Technology (I&T) to drive a data-driven, customer-focused approach to CRM adoption.As the project lead for a Gallery-wide digital transformation initiative, the CRM Manager will spearhead the implementation and integration of the new CRM system. This requires close collaboration with key internal stakeholders—including Marketing, Partnership Development, I&T, Business Development, and Curatorial teams—to ensure a smooth rollout, adoption, and ongoing optimization.The ideal candidate will have a strong background in CRM strategy, implementation, and stakeholder engagement, ensuring seamless integration across the Gallery's operations.Key ResponsibilitiesCRM Strategy & Project ImplementationAs the Business Project Lead:
  • Drive the strategic positioning of CRM as a central pillar of audience and stakeholder engagement and growth within the Gallery.
  • Lead and manage the end-to-end CRM transformation project, from tender and vendor selection to implementation and BAU, ensuring alignment with the Gallery's strategic vision and objectives.
  • Oversee tender management, ensuring a structured and transparent procurement process that aligns with business needs and compliance standards.
  • Work closely with I&T, external vendors, and internal stakeholders to ensure that business goals, user requirements, and operational needs translate effectively into CRM system design, development, and deployment.
  • Partner with the Project Manager (I&T) to oversee key workstreams, ensuring smooth coordination across Gallery teams
  • Drive transformative change management, user adoption and long-term utilization of the CRM system through training, engagement, and iterative enhancements.
  • Define success metrics and KPIs to track CRM effectiveness, including adoption rates, engagement growth, audience retention, and revenue impact.
Visitor Engagement, Retention, and Personalization
  • Develop and implement CRM-driven strategies to enhance visitor lifetime value, retention, and repeat engagement.
  • Oversee and optimize the Gallery's email marketing strategy, ensuring CRM-powered campaigns deliver personalized and compelling content that improves open rates, click-through rates, and conversions.
  • Manage email automation workflows, utilizing audience segmentation, personalization, and A/B testing to refine engagement strategies and maximize campaign effectiveness.
  • Use CRM insights to enhance audience segmentation and engagement across multiple channels.
  • Ensure CRM integration supports the Gallery's digital transformation efforts, enabling seamless omnichannel engagement across all touchpoints.
  • Monitor and analyze visitor engagement trends, using CRM data to refine content strategies, measure campaign performance, and enhance visitor retention initiatives.
Visitor Analytics
  • Act as a key advocate for data-driven decision-making within the Marketing team, ensuring that CRM insights inform audience engagement strategies.
  • Participate in the Gallery's Data Workgroup, contributing to discussions on data governance, analytics best practices, and cross-departmental data initiatives.
Qualifications:
  • Bachelor's degree in Digital Marketing, Business, Data Analytics, or a related field.
  • At least five years of experience in CRM management, digital marketing, or customer engagement, with a proven track record of implementing and optimizing CRM systems.
  • Strong business acumen and strategic thinking, with the ability to develop and articulate CRM strategies that drive audience engagement and retention.
  • Demonstrated experience in audience segmentation, personalization, and data-driven marketing.
  • Proven ability to lead cross-functional teams and collaborate effectively with stakeholders.
  • Preferred: Technical proficiency in CRM platforms (e.g., Salesforce, HubSpot, Microsoft Dynamics) and marketing automation tools (e.g., Marketo, Pardot, Mailchimp).
  • Preferred: Basic knowledge of HTML and CSS for email customization and CRM interface adjustments.
  • Professional integrity and commitment to excellence.
  • Strong communication and organizational skills.
  • Growth mindset, adaptable to new technologies and evolving needs.
  • People-oriented, skilled in managing complex stakeholder discussions with diplomacy.
  • Detail-oriented, able to juggle multiple priorities while ensuring accuracy.
About Us:National Gallery Singapore is a leading visual arts institution which oversees the world's largest public collection of Singapore and Southeast Asian modern art. Situated at the birthplace of modern Singapore, in the heart of the Civic District, the Gallery is housed in two national monuments - City Hall and former Supreme Court - that have been beautifully restored and transformed into this exciting 64,000 square metre venue. Reflecting Singapore's unique heritage and geographical location, the Gallery aims to be a progressive museum that creates dialogues between the art of Singapore, Southeast Asia and the world to foster and inspire a creative and inclusive society. This is reflected in our collaborative research, education, long-term and special exhibitions, and innovative programming. The Gallery also works with international museums such as Centre Pompidou, Muse d'Orsay, Tate Britain, National Museum of Modern Art, Tokyo (MOMAT) and National Museum of Modern and Contemporary Art, Korea (MMCA), to jointly present Southeast Asian art in the global context, positioning Singapore as a key node in the global visual arts scene.In 2020, the Gallery was the only museum in Southeast Asia that received a ranking in The Art Newspaper's annual global survey of attendance at art museums, taking 20th place. In 2018, the Gallery was also the first museum in Asia to receive the Children in Museums Award by the European Museum Academy and Hands On! International Association of Children in Museums. It also won the awards for "Best Theme Attraction" at TTG Travel Awards 2017, "Best Attraction Experience", "Breakthrough Contribution to Tourism" and "Best Customer Service (Attractions)" at the prestigious Singapore Tourism Awards in 2016 for its role in adding to the vibrancy of Singapore's tourism landscape.We offer job opportunities in our dynamic organisation. Working at the Gallery enhances and cultivates your love for the arts, and offers you a chance to be part of the Gallery's vision.OUR PEOPLEAt National Gallery Singapore, we develop cultural leaders who make the world better. Our people are united by a shared belief in the power and necessity of art, and work together to create meaningful experiences for our visitors.
Job Description:As the museum celebrates its 10th anniversary, the candidate will be joining us to drive engagement and retention through Customer Relationship Management (CRM) as a strategic platform.This position reports to the Assistant Director of Digital Marketing and Digital Ecosystem, as part of the dynamic Marketing & Creative team. The selected candidate will also work closely with the Director of Innovation & Technology (I&T) to drive a data-driven, customer-focused approach to CRM adoption.As the project lead for a Gallery-wide digital transformation initiative, the CRM Manager will spearhead the implementation and integration of the new CRM system. This requires close collaboration with key internal stakeholders—including Marketing, Partnership Development, I&T, Business Development, and Curatorial teams—to ensure a smooth rollout, adoption, and ongoing optimization.The ideal candidate will have a strong background in CRM strategy, implementation, and stakeholder engagement, ensuring seamless integration across the Gallery's operations.Key ResponsibilitiesCRM Strategy & Project ImplementationAs the Business Project Lead:
  • Drive the strategic positioning of CRM as a central pillar of audience and stakeholder engagement and growth within the Gallery.
  • Lead and manage the end-to-end CRM transformation project, from tender and vendor selection to implementation and BAU, ensuring alignment with the Gallery's strategic vision and objectives.
  • Oversee tender management, ensuring a structured and transparent procurement process that aligns with business needs and compliance standards.
  • Work closely with I&T, external vendors, and internal stakeholders to ensure that business goals, user requirements, and operational needs translate effectively into CRM system design, development, and deployment.
  • Partner with the Project Manager (I&T) to oversee key workstreams, ensuring smooth coordination across Gallery teams
  • Drive transformative change management, user adoption and long-term utilization of the CRM system through training, engagement, and iterative enhancements.
  • Define success metrics and KPIs to track CRM effectiveness, including adoption rates, engagement growth, audience retention, and revenue impact.
Visitor Engagement, Retention, and Personalization
  • Develop and implement CRM-driven strategies to enhance visitor lifetime value, retention, and repeat engagement.
  • Oversee and optimize the Gallery's email marketing strategy, ensuring CRM-powered campaigns deliver personalized and compelling content that improves open rates, click-through rates, and conversions.
  • Manage email automation workflows, utilizing audience segmentation, personalization, and A/B testing to refine engagement strategies and maximize campaign effectiveness.
  • Use CRM insights to enhance audience segmentation and engagement across multiple channels.
  • Ensure CRM integration supports the Gallery's digital transformation efforts, enabling seamless omnichannel engagement across all touchpoints.
  • Monitor and analyze visitor engagement trends, using CRM data to refine content strategies, measure campaign performance, and enhance visitor retention initiatives.
Visitor Analytics
  • Act as a key advocate for data-driven decision-making within the Marketing team, ensuring that CRM insights inform audience engagement strategies.
  • Participate in the Gallery's Data Workgroup, contributing to discussions on data governance, analytics best practices, and cross-departmental data initiatives.
Qualifications:
  • Bachelor's degree in Digital Marketing, Business, Data Analytics, or a related field.
  • At least five years of experience in CRM management, digital marketing, or customer engagement, with a proven track record of implementing and optimizing CRM systems.
  • Strong business acumen and strategic thinking, with the ability to develop and articulate CRM strategies that drive audience engagement and retention.
  • Demonstrated experience in audience segmentation, personalization, and data-driven marketing.
  • Proven ability to lead cross-functional teams and collaborate effectively with stakeholders.
  • Preferred: Technical proficiency in CRM platforms (e.g., Salesforce, HubSpot, Microsoft Dynamics) and marketing automation tools (e.g., Marketo, Pardot, Mailchimp).
  • Preferred: Basic knowledge of HTML and CSS for email customization and CRM interface adjustments.
  • Professional integrity and commitment to excellence.
  • Strong communication and organizational skills.
  • Growth mindset, adaptable to new technologies and evolving needs.
  • People-oriented, skilled in managing complex stakeholder discussions with diplomacy.
  • Detail-oriented, able to juggle multiple priorities while ensuring accuracy.
About Us:National Gallery Singapore is a leading visual arts institution which oversees the world's largest public collection of Singapore and Southeast Asian modern art. Situated at the birthplace of modern Singapore, in the heart of the Civic District, the Gallery is housed in two national monuments - City Hall and former Supreme Court - that have been beautifully restored and transformed into this exciting 64,000 square metre venue. Reflecting Singapore's unique heritage and geographical location, the Gallery aims to be a progressive museum that creates dialogues between the art of Singapore, Southeast Asia and the world to foster and inspire a creative and inclusive society. This is reflected in our collaborative research, education, long-term and special exhibitions, and innovative programming. The Gallery also works with international museums such as Centre Pompidou, Muse d'Orsay, Tate Britain, National Museum of Modern Art, Tokyo (MOMAT) and National Museum of Modern and Contemporary Art, Korea (MMCA), to jointly present Southeast Asian art in the global context, positioning Singapore as a key node in the global visual arts scene.In 2020, the Gallery was the only museum in Southeast Asia that received a ranking in The Art Newspaper's annual global survey of attendance at art museums, taking 20th place. In 2018, the Gallery was also the first museum in Asia to receive the Children in Museums Award by the European Museum Academy and Hands On! International Association of Children in Museums. It also won the awards for "Best Theme Attraction" at TTG Travel Awards 2017, "Best Attraction Experience", "Breakthrough Contribution to Tourism" and "Best Customer Service (Attractions)" at the prestigious Singapore Tourism Awards in 2016 for its role in adding to the vibrancy of Singapore's tourism landscape.We offer job opportunities in our dynamic organisation. Working at the Gallery enhances and cultivates your love for the arts, and offers you a chance to be part of the Gallery's vision.OUR PEOPLEAt National Gallery Singapore, we develop cultural leaders who make the world better. Our people are united by a shared belief in the power and necessity of art, and work together to create meaningful experiences for our visitors.