NTUC Enterprise names head of CRM

NTUC Enterprise has named Joshua Tan (pictured) as its head of CRM. Tan will be starting his role next week. He most recently spent two years as the head of marketing at apparel company Style Theory.

In a statement to Marketing, Tan said he would be seconded to NTUC FairPrice and reporting to Lyubomir Minkov, VP digital marketing, NTUC Enterprise. In the newly-created role, he will be tasked to develop and enhance CRM marketing programmes, and coordinate across online and offline channels to achieve a seamless customer experience.

Tan said: "Coming from over seven years in the startup marketing space, I hope to adopt similar result oriented approaches in using tech and data to solve for customer gaps and drive better consumer engagement for NTUC." Both Minkov and Tan will be working with Alvin Neo, who took on the newly created role of chief customer and marketing officer at NTUC Enterprise and FairPrice in late August. Marketing has reached out to NTUC Enterprise for comments.

Tan was responsible for building the brand and growing the business across all of its Southeast Asian markets at Style Theory, according to his LinkedIn profile. He also brings with him more than five years of CRM experience from Zalora Group. He held the positions of  marketing executive and CRM systems manager, before being promoted to associate director, head of CRM in April 2016.

As the head of CRM, Tan was directly responsible for leading customer re-engagement initiatives across Zalora's SEA markets, growing share-of-wallet and maximising lifetime value. During his time in the company, he helped to build a cohesive customer retention strategy and applied predictive analytics to profile and segment customers. He also led initiatives to grow CRM activities from traditional email batch-blasting towards automated and highly relevant customer targeting across omni-channel environments.

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