Head of Consumer Engagement International
Division: Consumer Proposition
Reporting to: VP Regional GTM Lead / dotted line to CRM & Consumer Engagement Director
Lead the regional execution of global consumer engagement strategies across CRM, social and content engagement, point-of-sale (POS) marketing, and membership activationdriving stronger customer relationships, increased visitation, and measurable revenue growth across the international attractions portfolio, based in Singapore.
- What you'll bring to the team
- Regional consumer engagement leadership: Lead the regional delivery of consumer engagement activity across CRM, social, POS, and membership channels in line with global strategy and regional commercial priorities.
- Strategy translation into execution: Turn global consumer engagement frameworks into clear regional roadmaps, campaign plans, and playbooks that deliver high-quality, locally relevant execution.
- Customer-first journey design: Champion a guest-centric approach across digital and in-attraction touchpoints, ensuring engagement activity supports the end-to-end customer journey.
- CRM & lifecycle activation: Own the regional execution of CRM programmes across email, SMS, and app, using segmentation, personalisation, testing, and behavioural insight to improve retention and conversion.
- Social, content & reputation engagement: Lead regional ratings and reviews, reputation management, UGC activation, testimonials, and external platform engagement to strengthen advocacy and social proof.
- Membership & POS marketing execution: Deliver membership and loyalty engagement plans in partnership with central teams, and drive effective POS and on-site communications that support upsell and cross-sell opportunities.
- Performance reporting & optimisation: Set and monitor KPIs across engagement, retention, conversion, and revenue growth, and use testing and learning to continuously improve performance.
- Insight-led decision making: Feed customer feedback, sentiment, competitor benchmarks, and platform trends back into CRM, product, attraction operations, and marketing plans.
- Cross-functional leadership: Partner closely with regional commercial, GTM, product, brand, operations, digital, e-commerce, insights, and attraction marketing teams to align plans and deliver results.
- Team leadership & ways of working: Lead and develop a regional team covering CRM, social, membership, and POS marketing, while embedding clear ways of working that balance regional responsiveness with global standards and governance.
Qualifications & Experience
- Qualifications and experience
- Significant experience in customer engagement, CRM, or digital marketing within consumer-facing industries (entertainment, leisure, or retail preferred).
- Proven track record in delivering integrated, multi-channel campaigns that drive measurable engagement and commercial impact.
- Strong understanding of CRM systems, marketing automation, and social media platforms.
- Experience managing cross-functional teams and multiple stakeholder relationships across brands and markets.
- Strong commercial acumen with a data-led approach to decision-making, including KPI tracking, reporting, and optimisation.
- Proficiency with CRM tools (e.g. Salesforce Marketing Cloud), social platforms, and analytics suites.
- Degree in Marketing, Business, Communications, or a related field would be advantageous.
Benefits
- Benefits
- Regional influence at scale: Shape how consumer engagement is executed across an international attractions portfolio, with direct impact on guest relationships, visitation, and revenue growth.
- End-to-end customer impact: Work across CRM, social, content, membership, and in-attraction touchpoints to create connected, commercially effective guest experiences.
- High-profile cross-functional exposure: Collaborate with commercial, GTM, product, brand, operations, digital, e-commerce, insights, and attraction marketing teams to bring strategies to life.
- Leadership growth: Lead and develop a regional team while building ways of working that connect regional agility with global standards.
- Purpose- and values-led culture: Join a business focused on bringing joy, creating connections, and making memories, with leadership behaviours centred on curiosity, results, teamwork, and developing people.
Pay Range
Competitive
