Product Specialist (Ops & CRM)

Role Overview

Hello Planet Pte Ltd is the Singapore-based arm of Nasdaq-listed Hello Group Inc. We run leading dating apps Coffee Meets Bagel, Happn, Tantan, Momo, and many others, boasting millions of users world-wide.

Tantan is seeking a data-driven, creative, and execution-focused Product Specialist with hands-on expertise to drive our global user retention, engagement, and lifecycle monetization strategies.

In this role, you will manage product ops, including owning end-to-end multi-channel CRM campaigns, spanning user onboarding, active retention, VIP subscription conversions, and win-back flows, leveraging real-time behavior tracking and granular audience segmentation.

The job requires documenting and suggesting new technical events and notification pipelines, testing new product notifications, and increasing both revenue and retention of users.

Key Responsibilities

Campaign Execution & Lifecycle Automation

• Design, build, and optimize automated multi-step customer journeys using the appointed CRM systems.

• Execute targeted push notifications, in-app messaging (IAM), App Inbox notifications, native webhooks, SMS, and email campaigns.

• Map and refine user lifecycle stages from onboarding, swiping, matching and final conversion of the monetisation strategy.

• Define and implement technical data events into the push notifications pipeline.

Segmentation & Personalization Strategy

• Utilize CRM systems' live event streams and behavioral tracking to create dynamic user cohorts (e.g., high-activity non-payers, dropped-off chatterboxes, dormant VIPs, location/language specific cohorts).

• Leverage RFM (Recency, Frequency, Monetary) modeling, behavioral triggers, and psychographic segmentation to personalize push copy, timing, and offers.

• Personalize messaging based on dating intent, profile completeness, swipe frequency, and regional cultural preferences.

VIP Monetization & Conversion Optimization

• Collaborate with Product and Marketing teams to build targeted upsell campaigns for VIP subscriptions, profile boosts, super likes, and in-app coin packages.

• Execute triggered campaigns targeting high-intent behavior (e.g., user runs out of daily likes or views blurred profile likes).

A/B Testing & Data Analytics

• Continuously run A/B and multivariate tests on message copy, delivery timing, visual creative, rich media, and deeply linked landing screens.

• Monitor critical lifecycle KPIs: Push Delivery & Open Rates, CTR, D1/D7/D30 Retention Rates, Conversion to Paid/VIP, Churn Rate, and LTV.

• Build custom dashboards in CRM system and Looker/Tableau to present campaign performance insights to growth leadership.

Multi-Market Coordination & Localization

• Adapt CRM messaging and timing across diverse global markets (Southeast Asia, East Asia, North America) accounting for local languages, time zones, and cultural trends (e.g., seasonal activations, regional dating norms).

Qualifications

• Experience: 0-4 years of dedicated mobile CRM / Lifecycle Marketing experience in high-velocity B2C mobile apps (Dating, Social Discovery, Gaming, or Mobile Entertainment preferred).

• Tool Mastery: Hands-on experience with CRM systems like Clevertap, Braze is a bonus (Journey Builder, Real-time Segmentation, In-App Message Customization, Webhooks, API integrations).

• Mobile Ecosystem Knowledge: Understanding of iOS & Android push permission environments, APNs/FCM delivery mechanics, deep-linking schema, and attribution logic.

• Analytical Mindset: Comfortable working with event parameters, conversion funnels, cohort analysis, and standard user metrics (DAU/MAU, ARPU, Churn, LTV). Basic SQL knowledge is a major plus.

• Technical-Inclined: Able to learn or know about technical events and triggers from the backend to our CRM partner, leading to pushes being sent.

• A/B Testing Discipline: Proven track record of designing structured growth experiments that measurably increased retention or revenue.

• Communication: Strong English communication skills (written & verbal); fluency in Mandarin or additional Asian languages is a strong plus given our target audience demographics.

Preferred Qualifications

• 0-4 years of work experience. Prior experience working on CRM- via systems like Braze or Clevertap- is a bonus.

What We Offer

• Competitive compensation package with bonus incentives.

• High impact role shaping engagement strategies for tens of millions of global users.

• Collaborative, multicultural tech environment in the heart of Singapore's global hub.