Head of CRM Strategy

Delivery Hero; Singapore; On-site; SGD 120,000 - 150,000; Full time

Job summary

A leading local delivery platform in Singapore is seeking a Head of CRM Strategy (B2B) to enhance vendor engagement through strategic lifecycle management. This role requires at least 8 years in CRM and leadership experience, focusing on creating personalized communication that drives success. The ideal candidate will foster a high-performance team culture, employ data-driven strategies, and collaborate across functions to support our vendor partners.

Qualifications

• 8–12 years of experience in CRM or Lifecycle Marketing in a B2B setting.
• 3+ years in a leadership role with team management.
• Deep understanding of B2B partner engagement dynamics.

Responsibilities

• Lead the development of the CRM strategy for restaurant/vendor partners.
• Build and manage a high-performing CRM team.
• Partner with teams to drive engagement through personalized communication.

Skills

CRM expertise

Strategic systems thinking

Executive communication

Stakeholder management

Data-driven decision making

Education

Degree from a top-tier university

Tools

Braze

Salesforce

SQL

Job description

Company Description

foodpanda is part of the Delivery Hero Group, the world’s pioneering local delivery platform, our mission is to deliver an amazing experience—fast, easy, and to your door. We operate in over 70+ countries worldwide. Headquartered in Berlin, Germany. Delivery Hero has been listed on the Frankfurt Stock Exchange since 2017 and is part of the MDAX stock market index.

Job Description

We are looking for a visionary, empathetic, and data-driven Head of CRM Strategy (B2B) to lead vendor lifecycle and communication strategies across our food delivery marketplace. This role is critical to shaping how restaurants and vendor partners engage with our platform—from onboarding and education, to growth, retention, and reactivation.

As the head of the B2B CRM function, you will build and lead a team responsible for end-to-end vendor lifecycle management. You will work cross-functionally with Vendor Ops, Product, Marketing, BI, and Local Market teams to design personalized, high-impact communications that drive operational excellence and long-term vendor success.

You are both a strategic thinker and a hands‑on problem solver, passionate about empowering small and large businesses through intelligent systems, seamless communication, and deep human understanding.

Key Responsibilities

Strategic Leadership & Vision

• Develop and own the end-to-end CRM strategy for restaurant/vendor partners, with a clear view of the vendor journey—from onboarding to maturity to inactivity/reactivation.
• Define success metrics for each stage and build programs that move vendors forward. Champion a customer‑centric, insight‑led culture, embedding empathy into all communications and lifecycle touchpoints.
• Represent the vendor voice in senior leadership conversations.

Lifecycle Design & Engagement

• Architect lifecycle journeys across key stages: Incubation, Growth, At‑Risk, Dormant, and Top Performers.
• Create frameworks for timely, relevant, and personalized communication across Email, WhatsApp, in‑portal messaging, webinars, tooltips, SMS, and offline nudges.
• Partner with Product and Ops to drive behavioral nudges, feature adoption, and performance coaching through CRM.

Team Building & Management

• Build and lead a high‑performing CRM team including campaign managers, automation specialists, content strategists, and analysts.
• Foster a culture of autonomy, curiosity, accountability, and care within the team.
• Coach team members in stakeholder collaboration, data storytelling, and experimentation.

Data, Insights & Experimentation

• Partner with BI to build dashboards and models for vendor segmentation, health scoring, churn prediction, and campaign performance.
• Champion a culture of continuous experimentation: A/B testing messaging, formats, frequency, and incentives to identify the highest‑performing combinations.
• Turn raw data into actionable insights that directly impact business KPIs.

Cross‑Functional Leadership

• Act as the connective tissue between Vendor, Ops, Product, Tech, Brand, and Local Market teams to bring cohesive lifecycle experiences to life. Collaborate on campaigns for subscription upsells, promotional partnerships, training programs, seasonal readiness, and more.
• Work with Tech/Product to scale CRM tooling, integrations, and automation capabilities.

Tooling & Infrastructure

• Own the CRM stack (e.g., Braze, Salesforce, MoEngage, CleverTap), ensuring it supports personalization, segmentation, automation, and measurement.
• Streamline processes for campaign creation, testing, QA, and reporting.
• Drive continuous improvement of tools, workflows, and data hygiene.

Qualifications

• 8–12 years of experience in CRM, Lifecycle Marketing, or Partner Engagement in a B2B or marketplace setting (preferred industries: food delivery, e‑commerce, SaaS, fintech, logistics).
• 3+ years in a leadership or head‑of department role with team management responsibilities.
• Deep understanding of B2B dynamics—especially how to engage partners across varying levels of tech‑savviness, size, and motivation.
• Strategic systems thinker with a human‑first mindset and strong problem‑solving instincts.
• Fluent in CRM tools (Braze, Salesforce, etc.), analytics (dashboards, SQL basics), and experimentation methodology.
• Strong executive communication and stakeholder management skills.
• Demonstrated success in scaling lifecycle programs across diverse regions or markets.
• Educational background from a top‑tier university is preferred.
• Consulting background is preferred.

Additional Information

Vendors are the lifeblood of our marketplace. This role ensures we support them not just with tools—but with timely, relevant, and compassionate communication that builds trust, confidence, and performance. You will shape how thousands of restaurant partners grow their businesses on our platform.

Success Metrics

• Reduction in vendor churn and “zombie” accounts
• Uplift in vendor activation, participation, and feature adoption
• Increased performance of incubation and reactivation campaigns
• Improved vendor satisfaction scores (CSAT/NPS)
• Campaign efficiency (open rates, CTRs, conversion)