Singapore
As a strong advocate for customer-centricity, marketing automation and technology, Joshua is an experienced modern marketing practitioner who believes that staying relevant in this space means constant innovation, being purpose-driven, and always trying to do one better for the customer. His main experience is in digital direct marketing, where he is able to comfortably harness the potential of key communication channels to meet all measures of customer and business objectives. According to him, the foundation of successful marketing lies in having a robust supporting infrastructure and technology stack - which he has devoted a significant part of his career to mastery. A keen sensitivity to both the creative and technical arts cultivated over the length of his career has equipped Joshua with a multidimensional perspective of applied modern marketing, allowing him to constantly innovate and stay relevant within the competitive Retail E-commerce space, winning a number of regional and global accolades along the way. Joshua is based out of Singapore, where he actively challenges his teams to apply the same customer success methodology to their work - being purpose-driven, questioning the status quo, and looking for smarter ways to deliver.
Heading CRM Marketing for 3 VPN brands at Kape Technologies, leading and mentoring a global team of strategy and operations specialists across diverse cultures and timezones Directed key revenue workstreams to increase customer LTV and loyalty, delivering >$30 million USD annual impact in subscription revenue via multi-channel CRM programs (email, mobile, app push) Championed data-driven customer engagement efforts, partnering with cross-functional teams to deliver incremental value through optimized retention, re-subscriptions, up-sells/cross-sells, referrals, and lead activation journeys Provided strategic CRM guidance to business units, optimizing engagement channels to drive growth objectives (e.g., trial-to-paid conversions, onboarding/retention, feature adoption rates) Spearheaded the implementation of a comprehensive martech and analytics stack, including: - Onboarding a new CRM engagement platform (Braze) to replace legacy siloed systems, accelerating speed of new experiment deployments by 2x - Implementing multi-channel attribution to accurately analyze value of messaging touchpoints, allowing computation of incremental value with each iteration - Leveraging applied machine learning models to optimize churn prevention and upsell journeys, uncovering opportunities to invest in micro-segmentation and unlock hidden value streams
Transformed FairPrice’s CRM department into a center-of-excellence, and established a dedicated cross-functional team to accelerate CRM initiatives, generating > 24 mil SGD annual impact in sales revenue across e-commerce, omni-channel, and retail units Restructured the CRM portfolio for FairPrice Online, integrated a new Marketing Cloud platform, and operationalized work across commercial, creative, data and technical teams to launch high performing commercial campaigns and lifecycle engines at scale Pioneered a data-driven personalization strategy to automate customer lifecycle journeys, real-time triggered campaigns, and content recommendation experiments. Orchestrated across email, mobile push, in-app and SMS channels, these campaigns increased repurchase rates and revenue growth for core customer segments Supercharged adoption of the Omni-Channel SuperApp launch by implementing CRM user journeys that accelerated first-transaction activation, increased engagement with digital in-store features, and improved loyalty penetration across FairPrice Group brands Pioneered implementation of a centralized contact policy to solve over-contacting of customers and consent management across multiple business units, leading to more streamlined approval processes and faster time-to-market of campaign deployments
Built and scaled a successful Subscription Growth Engine that led to successful Series A+ and B funding of >15Mil USD Grew the subscriber base by 4x within 1 year through a paid-advertising strategy that tapped on trending influencer collaborations, improving return on ad spends by 2x on a 300k annual budget Spearheaded successful market expansion into Indonesia, and launched a new Luxury Bags product line to expand the product into new market segments Established the Marketing function from the ground up in Singapore and Indonesia, and hired and mentored a cross-functional team of >20 across diverse marketing disciplines (CRM, performance marketing, social media, creative production, brand marketing, and PR) Developed comprehensive growth workstreams (acquisition, retention, funnel-optimization, etc.), and built a robust marketing stack (in collaboration with product, data, engineering teams) to support successful operations (automated campaign tracking, KPI reporting, and multi-touch sales attribution)