APAC CRM & Engagement Director: Personalisation & Growth

HILTON INTERNATIONAL ASIA PACIFIC PTE LTD; Singapore; On-site; SGD 200,000 - 260,000; Full time

Job summary

Hilton is seeking a Director, CRM and Customer Engagement for APACx to lead strategy, data activation and lifecycle programmes across APAC excluding Greater China & Mongolia. You will shape audience strategy, personalisation and regional channel engagement to drive member growth and loyalty.

You will manage a high-performing team, collaborate with global and regional partners, and translate insights into scalable programmes that enhance customer value and commercial performance across markets.

Qualifications

• Experience leading CRM and customer engagement programmes in APAC regions.
• Strong leadership and stakeholder management in a complex matrix organisation.
• Deep understanding of APAC digital platforms and customer behaviours.
• Proven track record translating data into actionable CRM strategies.
• Experience with MarTech, data activation and journey orchestration tools.

Responsibilities

• Define and lead APACx CRM and customer engagement strategy and roadmap.
• Grow Hilton Honors member acquisition, engagement, retention and value.
• Provide strategic direction to APAC teams on localised campaigns and offers.
• Lead engagement across APAC channels (LINE, WhatsApp) for direct channels.
• Collaborate with global and regional teams to align priorities and investments.

Skills

CRM strategy

Lifecycle marketing

Audience insights

Cross-functional leadership

MarTech

CDP

CRM platforms

Personalisation

Channel strategy APAC

Data analytics

Tools

CRM platforms

CDP

Analytics platforms

Job description

Hilton is seeking a Director, CRM and Customer Engagement for APACx to lead strategy, data activation and lifecycle programmes across APAC excluding Greater China & Mongolia. You will shape audience strategy, personalisation and regional channel engagement to drive member growth and loyalty.

You will manage a high-performing team, collaborate with global and regional partners, and translate insights into scalable programmes that enhance customer value and commercial performance across markets.