Purpose & Overall Relevance for the Organization

 

This role is critical to driving growth and engagement within the Emerging Markets region by fostering a deeper connection with consumers through personalized, data-driven strategies.

The Director will lead initiatives to strengthen membership programs, enhance CRM capabilities, and deliver impactful digital activations that align with brand and commercial goals.

The position plays a pivotal role in creating seamless consumer journeys across touchpoints, maximizing retention and lifetime value, and ensuring the brand remains relevant and competitive in a fast-evolving digital landscape. By combining strategic leadership with innovative execution, this role directly supports the organization's mission to build meaningful, long-term relationships with its audience.

 

Key Responsibilities

 

Strategy:

Build a Winning Team:

Focus on filling key roles with capable talent aligned with strategic needs.

Enhanced Reporting Standards:

Collaborate with analytics to define consistent, data-driven KPIs across all functions. Transition from a bottom-up methodology to standardized performance tracking informed by actionable insights.

Advanced Analytics and Personalization:

Develop a structured test-and-learn framework to drive data-driven decision-making. Build strategies to scale personalization for inbound and outbound behaviors, leveraging insights for consumer journey optimization and campaign effectiveness.

Operational Excellence:

Establish program management principles to streamline workflows, reduce redundancies, and enhance operational efficiency across Membership, CRM, and Digital Activation.

Localized and Strategic Campaign Enablement:

Provide adaptable templates and frameworks for clusters to localize campaigns effectively while ensuring alignment with overarching KPIs and membership FY calendars. Remove redundant deliverables, focusing on consumer-facing outputs.

Collaboration and Strategic Partnerships:

Strengthen the above-market function to serve as a strategic enabler for in-market execution. Align cross-functional teams, including brand, e-commerce, and mono-brand channels, for optimized campaign development and performance improvement.

 

Key Relationships

EM and Cluster Brand Teams EM Channel Teams EM IT EM DBA Global Membership Team (Strategy, Planning, and Product) Global Digital Global Digital Analytics

 

Knowledge, Skills, and Abilities

 

Strategic Thinking and Leadership

Ability to define and execute a clear vision for membership engagement, CRM, and digital activation. Proven experience leading multidisciplinary teams across markets and functions.

Data-Driven Decision-Making

Expertise in leveraging analytics and insights to drive strategy and optimize performance. Proficiency in interpreting KPIs, developing reporting standards, and utilizing advanced analytics frameworks.

Consumer-Centric Approach

Deep understanding of consumer behavior, membership lifecycles, and personalization techniques. Experience designing and implementing consumer-first strategies to enhance retention and engagement.

Digital Marketing Expertise

Strong knowledge of digital activation, including campaign planning, execution, and optimization. Familiarity with managing centralized and localized digital activation calendars.

CRM and Lifecycle Management

Expertise in developing CRM strategies, including onboarding, reactivation, and loyalty-building campaigns. Proficiency in cross-channel integration (e.g., email, app notifications, SMS) and lifecycle communication strategies.

Program and Project Management

Skills in embedding program management principles to streamline workflows and improve operational efficiency. Ability to align cross-functional teams to deliver cohesive and efficient execution.

Collaboration and Stakeholder Management

Strong cross-functional collaboration skills, working with analytics, CX, e-commerce, and in-market teams. Experience building partnerships to align execution with broader brand and organizational goals.

Technical and Analytical Skills

Knowledge of advanced analytics tools, test-and-learn frameworks, and A/B testing methodologies. Familiarity with CRM platforms, data visualization tools, and campaign tracking systems.

Leadership in a Multicultural Environment

Ability to manage and lead diverse teams across geographies, ensuring alignment with both global and local priorities. Strong interpersonal and communication skills to inspire and align teams across functions.

Performance and Results Orientation

Track record of delivering measurable results in revenue growth, engagement metrics, and conversion rates. Ability to set and achieve ambitious targets while driving continuous improvement.

Requisite Education and Experience / Minimum Qualifications

 

Education

Bachelor’s degree in Engineering, Economics, Business, Marketing, or a related field.

 

Experience

10+ years of progressive experience in consumer analytics, CRM, membership strategy, or digital marketing. Hands-on experience with tools such as Adobe Analytics, Google Analytics 360, or similar platforms to derive actionable insights. Demonstrated ability to interpret data and translate insights into strategic initiatives for membership growth, CRM enhancement, and digital activation optimization. Proven success in building and executing data-informed personalization and engagement strategies across multiple channels. Experience collaborating with cross-functional teams, including brand, e-commerce, and consumer experience, to align strategies with organizational goals. Strong track record in leading teams with a focus on development, empowerment, and high performance. Ability to work effectively in matrix organizations, balancing global frameworks with localized execution needs.

 

Skills

Strategic thinker with the ability to use data to craft compelling membership, CRM, and digital activation roadmaps. Strong project management and organizational skills to lead cross-functional initiatives from conception to execution. Excellent communication and stakeholder management skills to align diverse teams and drive measurable results. Proactive problem solver with a growth mindset, continuously seeking opportunities to improve processes and outcomes.