Local CRM Strategy Lead – Personalization & Campaigns

Dentsu; Singapore; On-site; SGD 90,000 - 130,000; Full time

Job summary

Dentsu seeks a market-savvy CRM strategist to bridge regional direction and local execution across SEAO engagement. The Local Strategy Lead translates the regional CRM playbook into market-relevant campaign strategies, adapting personas and moments to reflect local consumer behaviour while feeding insights back to the regional programme.

In this role, you will own local playbook adaptation, coordinate creative briefs with the regional team, and drive campaign performance against engagement and

Qualifications

• 4–6 years in CRM strategy, lifecycle marketing or digital campaign management.
• Ability to translate regional CRM playbooks into market-specific campaigns.
• Strong understanding of customer engagement and journey orchestration.

Responsibilities

• Localize the regional CRM playbook into market-relevant campaign strategies with personas and moments.
• Create structured creative briefs and align with regional direction while ensuring consistency.
• Monitor campaign performance and KPIs, driving optimization and personalisation.

Skills

CRM strategy

Lifecycle marketing

Digital campaign management

Analytical mindset

Cross-functional collaboration

CRM transformation

Tools

Adobe Campaign

Job description

Dentsu seeks a market-savvy CRM strategist to bridge regional direction and local execution across SEAO engagement. The Local Strategy Lead translates the regional CRM playbook into market-relevant campaign strategies, adapting personas and moments to reflect local consumer behaviour while feeding insights back to the regional programme.

In this role, you will own local playbook adaptation, coordinate creative briefs with the regional team, and drive campaign performance against engagement and