Email Marketing Specialist

1. Lifecycle Email Programme Ownership

• Design, build, and optimise end-to-end lifecycle email journeys: welcome series, KYC nudges, first-deposit activation, trading re-engagement, and win-back campaigns.

• Map client lifecycle stages to targeted messaging frameworks that drive progression across the funnel (registration → KYC → deposit → active trader → retained client).

• Maintain and improve a master email calendar aligned with global promotions, market events, and regional campaigns.

• Develop transactional and promotional email templates that balance compliance requirements with high conversion design.

2. Automation & CRM Integration

• Build and manage automated workflows within the CRM platform (CRM 2.0); configure triggers, conditions, and branching logic for behavioural emails.

• Collaborate with the Dev/IT team to ensure accurate event tracking, data ingestion, and API integrations that power personalised communications.

• Own the technical setup of email flows including suppression lists, unsubscribe logic, frequency capping, and preference management.

• Support migration or enhancement of CRM infrastructure with a view to scaling lifecycle automation.

3. Segmentation & Personalisation

• Develop and refine audience segmentation models based on trading behaviour, deposit history, geography, platform activity, and lifecycle stage.

• Implement dynamic content blocks that personalise messaging based on user profile, language, and regional context.

• Partner with the data team to enrich segmentation with predictive scores, LTV models, and risk-of-churn signals.

4. Testing, Optimisation & Reporting

• Run systematic A/B and multivariate tests on subject lines, CTAs, content structure, send times, and segmentation variables.

• Track and report on core email KPIs: open rate, click-through rate, conversion rate, unsubscribe rate, revenue attribution, and list health.

• Deliver weekly and monthly email performance reports with actionable insights and optimisation recommendations.

• Benchmark performance against FX/fintech industry standards and continuously iterate to improve results.

5. Compliance & Deliverability

• Ensure all email communications comply with relevant regulations including CAN-SPAM, GDPR, CASL, and regional equivalents across all operating jurisdictions.

• Monitor and actively manage sender reputation, bounce rates, spam scores, and inbox placement rates.

• Coordinate with Compliance and Legal to review email copy for regulatory accuracy, particularly for promotional and financial content.

• Manage email domain health, authentication (SPF, DKIM, DMARC), and deliverability tooling.

6. Cross-Functional Collaboration

• Work closely with Brand & Creative teams to develop email assets that are visually consistent and brand-compliant across all markets.

• Partner with regional marketing leads to localise email content for Vietnam, Thailand, GCR, MENA, LATAM, Africa, and Europe.

• Support global promotional campaigns by building dedicated email tracks for bonuses, trading competitions, and seasonal offers.

• Contribute lifecycle insights to broader marketing strategy sessions and growth planning.

Work Scope & Coverage

Scope Area

Detail

Regional Coverage

Vietnam, Thailand/Laos/Indonesia, Greater China, MENA, LATAM, Africa, Europe

CRM Platform

CRM 2.0 (primary); integration with MT4/MT5 trading pla