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.
