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
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
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
Work with Martech and Analytics teams to ensure seamless integration of data, models, and campaign execution across platforms

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.

Associate Director, Customer Life Cycle, Market Activation

Key skills