Senior Executive of CRM

About Us

At APA, we are committed to cultivating a workplace founded on integrity, where team collaboration, respect, and inclusion aren't just values — they are ingrained in the way we operate every day. We believe that by embracing diverse perspectives and fostering a supportive environment, we can collectively achieve outstanding results. Our culture is designed to empower each team member to contribute their unique ideas and skills, driving innovation and excellence across all facets of our business. 

 Job Title: Senior Executive of CRM

  Location: Kuala Lumpur (Hybrid)

  Department: Technology

Responsible to design and execute a multi-year roadmap that transforms our Dynamics platform into a world-class, AI-ready revenue engine — serving our sales teams, enabling compliance-grade client onboarding, and integrating seamlessly with our payments infrastructure.

• CRM Architecture & Engineering


•  Architect, design, and implement Microsoft Dynamics 365 CRM solutions optimised for performance, scalability, and user experience.


• Lead the full technical lifecycle — from discovery and design through to delivery, testing, and continuous improvement.


• Define and enforce CRM data models, integration patterns, and governance standards.


• Build and maintain custom entities, workflows, plugins, Power Automate flows, and advanced business rules within Dynamics 365.


• Hands on configuration and setup.

• Sales Enablement & Commercial Operations


• Design and deliver CRM capabilities that empower the sales team to manage pipelines, track activities, and close deals efficiently.


• Ensure seamless integration with SharePoint, teams and other MS365 products.


• Build robust quota management, sales forecasting, and closure rate dashboards — with particular attention to the needs of sales managers and leadership.


• Implement client quality scoring and segmentation frameworks within the CRM to support compliance and commercial prioritisation.


• Partner with sales leadership to translate commercial workflows into scalable, automated CRM processes.

• Power Pages & Portal Development


• Design and build Power Pages portals for client-facing interactions, onboarding journeys, and self-service capabilities.


• Ensure portals are performant, accessible, and deeply integrated with the Dynamics 365 back-end.

• ·Third-Party & Payments Integration


• Architect and implement integrations between Dynamics 365 and third-party compliance and KYC/AML tools.


• Design and deliver CRM integration with our trading and payments systems, supporting complex cross-border fiat and cryptocurrency payment flows.


• Build secure, reliable data pipelines and API integrations using REST/SOAP, Azure Logic Apps, Power Automate, and custom connectors.


• ·Collaborate with payments, operations, and compliance teams to ensure integrations meet regulatory and operational requirements.

• Roadmap, Strategy & AI Readiness


• Own and drive a multi-year CRM vision and technology roadmap, aligned to business strategy and approved by CTO and senior stakeholders.


• Design the CRM architecture to be AI-ready — enabling agentic AI workflows, LLM-powered automations, predictive analytics, and intelligent recommendations.


• Identify and evaluate emerging Microsoft and partner technologies (Copilot Studio, Azure AI, Power Platform AI Builder) for adoption into the roadmap.


• Establish CRM as a platform capability — not just a tool — that can support new business lines and geographies.

• Stakeholder Influence & Leadership


• Act as a trusted advisor and technical authority for CRM across CTO, Sales, Compliance, and Operations.


• Communicate complex technical architecture clearly to non-technical stakeholders and executive leadership.


• Lead requirements gathering, solution design workshops, and roadmap reviews.


• Mentor junior team members and establish best practices for CRM development and delivery.

Job Requirements

• Expert-level proficiency in Dynamics 365 Sales, Customer Service, and related modules: Microsoft Dynamics 365


• Advanced skills across Power Pages, Power Automate, Power Apps, and Power BI: Power Platform


• Hands-on experience integrating Dynamics with third-party platforms via REST APIs, Azure Logic Apps, and custom connectors: Integration


• Proven experience integrating CRM with payments or trading systems, including cross-border fiat and/or crypto infrastructure: Payments & FinTech


• Experience connecting CRM to KYC/AML or compliance platforms (e.g., SumSub, ComplyAdvantage, Jumio, Onfido, or similar): Compliance Tools


• Solid understanding of Azure services relevant to CRM architecture (Azure Service Bus, Azure Functions, API Management): Azure & Cloud


• Familiarity with Microsoft Copilot, Azure OpenAI, or agentic AI patterns applied to CRM workflows: AI & Automation