Position Summary
The CRM Strategy Lead is responsible for leading Samsung's regional CRM and 1st-party data marketing strategy across SEAO, driving customer engagement, conversion, retention and loyalty. The role translates business objectives, CRM KPIs, customer data and behavioural insights into audience strategies, customer lifecycle approaches and impactful CRM campaigns. The role owns CRM campaign strategy and execution in partnership with the Campaign Operations team and works closely with Martech and other marketing functions to create connected, relevant customer experiences.
The role serves as the regional CRM orchestrator, connecting business priorities, customer insights, audience strategy, creative, Martech and campaign operations to deliver coordinated CRM initiatives across SEAO markets.
Role and Responsibilities
CRM Campaign Strategy Management, Audience Strategy & Creative Execution (40%)
•Lead the regional CRM strategy and campaign roadmap to drive acquisition, conversion, retention and loyalty in support of business objectives.
•Translate customer data, behavioural insights and CRM KPIs into actionable audience and campaign strategies.
•Develop integrated CRM campaign plans covering audience, proposition, messaging, channel, timing, frequency and campaign objectives.
•Own end-to-end campaign strategy in partnership with the Campaign Operations & Martech team, from briefing and deployment through testing and optimisation.
•Lead CRM creative direction and briefing, partnering with creative teams and agencies to develop relevant, effective and on-brand CRM communications.
•Monitor campaign performance, drive testing and optimisation, and translate learnings into future campaign strategies.
Stakeholder, Team & Agency Management (35%)
•Act as the regional CRM lead and key point of contact for local markets, Business Unit (BU) stakeholders and relevant global teams, providing strategic direction and translating business briefs into actionable CRM plans.
•Drive alignment across stakeholders on CRM strategy, campaign priorities, requirements, dependencies and execution timelines.
•Manage agency partners and external stakeholders to ensure effective delivery against CRM requirements, timelines and agreed objectives.
Multichannel, Customer Journey, Loyalty & Lifecycle Strategy Development (25%)
•Work with Martech to drive and improve multichannel marketing alignment, customer journey orchestration and lifecycle activation.
•Develop lifecycle marketing strategies covering acquisition, onboarding, engagement, post-purchase, cross-sell/up-sell, retention and drive CRM initiatives supporting loyalty and community programmes such as Samsung Members, Samsung Rewards and Members Store.
•Work with Martech to develop and improve multichannel marketing alignment, customer journey orchestration and lifecycle activation.
Skills and Qualifications
•Bachelor's degree in Marketing, Business Administration or a related field; relevant advanced degrees or certifications are a plus.
•Proven experience in CRM and digital marketing, ideally within technology, consumer electronics, CPG, banking/finance or other data-driven consumer businesses.
•Experience working with CRM platforms and marketing automation tools such as Adobe Campaign, Salesforce Marketing Cloud or equivalent.
•Regional or multi-market experience and the ability to work effectively across diverse markets and stakeholder groups.
