Job Summary
This role drives Group-wide Existing Customer Marketing (ECM) strategy and capability building to increase repurchase and customer value, by embedding data-driven marketing, scalable frameworks, and end-to-end customer journeys across markets.
This role partners closely with local Business Units (BUs) to design and embed end-to-end customer and agent journeys across key lifecycle moments (onboarding, engagement, cross-sell, reactivation)-leveraging advanced targeting, insight-led campaign design, and full-funnel performance management to deliver measurable business outcomes.
Roles and Responsibilities:
Strategy & Performance Leadership
- Drive innovative ECM strategies and initiatives that improve marketing efficiency, from high-quality lead generation to agent conversion and sales outcomes
- Define, track, and optimize key performance metrics (e.g. repurchase rate, campaign conversion rate, agent act-on rate)
- Accountable for driving measurable improvements in ECM performance across markets
BU Partnership & Capability Building
- Collaborate with BUs to assess current-state ECM capabilities, identify key gaps, and co-develop prioritized action plans based on impact vs effort
- Guide BUs on implementing best-in-class ECM practices across the full customer lifecycle
- Define and track ECM capability maturity across BUs, with a structured roadmap from foundational to advanced capabilities
- Facilitate capability uplift through structured workshops, playbooks, and ongoing coaching
Data-Driven Marketing & Personalisation
- Champion data-driven decision making, leveraging customer insights and analytics models to optimize targeting, segmentation, and campaign performance
- Partner with Marketing Analytics to embed models (e.g. propensity scoring, next best action, customer lifetime value) into campaign execution
- Drive personalization at scale across channels to improve customer engagement, conversion, and retention
Martech Enablement & Campaign Operations
- Work with Martech and Analytics teams to ensure seamless integration of data, models, and campaign execution across CDP / CRM platforms
- Enable markets to leverage data-driven insights seamlessly through their martech stack
- Drive adoption of automated, always-on campaigns with real-time tracking and optimization
- Ensure accurate data input, campaign tracking, and reporting across all execution platforms
- Test and scale analytics use cases (e.g. product propensity, customer scoring, next best action)
Agent & Distribution Integration
- Ensure strong integration between marketing strategies and agent / distribution channels to drive conversion and sales effectiveness
- Partner with BUs to strengthen agent adoption, conviction, and usage of ECM-generated leads and insights
Frameworks, Governance & Scaling Best Practices
- Lead the development and rollout of ECM frameworks, standards, and playbooks to establish consistent Group-wide capabilities
- Define minimum capability standards and track BU adoption and maturity progression
- Establish standardized dashboards and reporting frameworks to monitor ECM performance across markets
- Set up governance cadence (e.g. reviews, scorecards, SteerCo inputs) to track progress, identify gaps, and drive accountability
Innovation & Continuous Improvement
- Identify, test, and scale emerging technologies, digital solutions, and partnership opportunities to enhance ECM effectiveness
- Bring in external best practices and embed cross-market learnings within the Group ecosystem
- Continuously refine ECM strategies based on performance insights and evolving customer behaviour
Stakeholder Management & Collaboration
- Act as a key connector across Group functions (Marketing, Analytics, Martech) and BUs to align priorities and execution
- Engage senior stakeholders to drive buy-in, influence decision-making, and accelerate adoption of ECM initiatives
- Facilitate knowledge sharing and best practice exchange across markets
Minimum Job Requirements:
- 10-15 years of experience in digital / performance marketing, CRM / ECM, or e-commerce, with a demonstrated track record of driving revenue outcomes at scale
- Strong strategic thinking and business acumen, with the ability to influence senior stakeholders and drive alignment across markets and functions
- Proven experience in leading high-impact, data-driven marketing initiatives, delivering measurable improvements in conversion, repurchase, or customer value
- Experience working across multiple markets or regions, with the ability to navigate diverse levels of market maturity and drive adoption of Group initiatives
- Demonstrated success in leading cross-functional collaboration (Marketing, Analytics, Martech, Distribution) to deliver complex programs under tight timelines
- Ability to operate effectively in a fast-paced, matrixed, and agile environment, managing multiple priorities simultaneously
- Excellent communication and storytelling skills, with the ability to translate data into clear, compelling narratives for senior stakeholders
- High level of ownership, execution discipline, and attention to detail, delivering high-quality outputs at pace
- Strong stakeholder management and influence skills, with high EQ and the ability to navigate complex, high-pressure environments constructively
- Bachelor's degree in Marketing, Business, Analytics, or a related field advanced degree is a plus
- Fluency in English required additional Asian languages are an advantage
