Associate Director, Customer Life Cycle & Market Activation

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