Asia Pacific - Regional CRM Director

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Date: 20-Jan-2022

Location: Singapore, 01, SG

Company: Shiseido



Lead the aggressive acceleration in CRM (Customer relationship management) in Shiseido Asia Pacific – which is one of the must win battles for Shiseido Asia Pacific’s 2023 strategy




  1. Lead Regional Center of Excellence in CRM and providing subject matter expertise in CRM to local and regional brand teams:
    • Set the regional Strategy and Vision of CRM for Shiseido APAC based on regional business strategy and consumer insights for each brand – focus on prestige brands, and aligning this strategy with local and regional senior leaders
    • Work with both local and regional brand teams to co-create local CRM roadmap – strategies and action plans, and review the plans of large CRM campaigns/ programs
    • Proactively advise local markets on suitable acquisition and loyalty building activities and set up regional framework and analytics for each type of activities (e.g framework for referral program, loyalty program) and support KPI target setting
    • Together with CMI (Consumer & Market Insights) team and brand teams:
      • conduct Consumer Decision Journey (CDJ) Mapping exercise and derive suitable customer segmentation strategy, product/ SKU strategy and respective personalized customer experience (e.g.  personalized content and engagement activities, product recommendations & promotion offerings) plan for each segment at each stage of the consumer journey (from awareness stage to post purchase/ loyalty stage)
      • identify emerging consumer behaviour trends, share learnings and recommend actions to local markets based on this
    • Advise local and regional Ecom team on all acquisition and loyalty building strategy and activities on all ecom channels
    • Lead CRM capability building – run regional training /publish playbooks and share best practices (from other Shiseido regions, external as well as amongst SAPAC markets)


  1. Strategic regional partnership:
    • Leader from Shiseido APAC side on major Partners in CRM (e.g Salesforce)
    • Continuously Build, manage, optimize and evaluate strategic partners in CRM, including CRM agencies, marketing tech partners in CRM, analytics and consumer engagement; Build and cascade CRM partners evaluation and performance mgt criteria and framework


  1. Working with CRM Manager and IT team on rolling out CRM Data and Analytics tech stack, reporting and advanced analytics:
    • Ensure that regular dashboard that measures CRM basic performance as well as advanced analytics framework/playbook (for data-driven personalization, predictive analytics) are developed and frequently leveraged to draw insights
    • Continuously optimize execution model on CRM –together with IT team and Digital Technology Office, evaluate and select right agencies and the right data tools for each local market


  1. Project leadership of any regional CRM projects, examples include:
    • Work with ecom team and brand teams on CRM Data integration/ data partnership projects with retailers
    • Work with CMI team on CRM related consumer research studies (e.g. running focus groups/ surveys for better consumer understanding), CDJ mapping


  1. Promote Innovation and support local test and learn:
    • Scout for emerging/ new capabilities in the market that are suitable to implement for Shiseido APAC and suggest piloting roadmap for local markets, and support selected local markets on these pilots



Local Teams: Brand teams, Digital & Ecom teams

Regional teams:  Brand teams, CMI, IT, legal

Global teams:  Digital Tech Office (DTO), Other region digital offices, brand holders’ teams



  • At least 8 years of experience in CRM, with at least 2 years in a managerial position in CRM agencies as well as following industries preferred (in descending order of preference):  Luxury brands (beauty, fashion), sports brands, consumer electronics, reward programs and Travel & hospitality;
  • APAC experience preferred
  • Deep understanding of consumer decision journey (CDJ) and customer experience along the journey, experience in CDJ journey mapping
  • Data-driven mindset and strong analytical skills, with strong experience in using advanced analytics methodologies (such as customer RFM, propensity and LTV modelling) as well as consumer research/insights to elevate CRM performance
  • Working knowledge (experience on how to leverage functionalities) of following technologies: 
  • Salesforce Marketing Cloud / Commerce Cloud
  • Customer communication channels - Brand websites, common engagement tools in APAC such as SMS, EDM, Line, Whats App, Zalo, FB Messenger
  • Point of Sales systems
  • Customer service tools (customer support chatbot/ hotline) 
  • Very strong influencing skills – with proven success in influencing stakeholders (Local and/ or regional) to endorse and invest on key CRM activities
  • Project management skills on multi-market projects
  • Team player, with experience working with key stakeholders listed above preferred
  • Good interpersonal skills to communicate effectively with multiple teams across countries

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