Local Strategy Lead

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

Led by Dentsu Group Inc. (Tokyo: 4324; ISIN: JP3551520004), a pure holding company established on January 1, 2020, the Dentsu Group encompasses two operational networks: dentsu japan network, which oversees Dentsu's agency operations in Japan, and dentsu international, its international business headquarters in London, which oversees Dentsu's agency operations outside of Japan.

With a strong presence in approximately 145 countries and regions across five continents and with 65,000 dedicated professionals, the Dentsu Group provides a comprehensive range of client-centric integrated communications, media and digital services through its five leadership brands—Carat, dentsu X, iProspect, Dentsu Creative, and Merkle—as well as through Dentsu Japan Network companies, including Dentsu Inc., the world's largest single brand agency with a history of innovation. The Group is also active in the production and marketing of sports and entertainment content on a global scale.

Job Description

We are seeking a market-savvy CRM strategist to bridge regional direction and local execution across the SEAO engagement. The Local Strategy Lead is responsible for translating the regional CRM playbook into market-relevant campaign strategies — adapting personas, moments, and channel approaches to reflect local consumer behaviour, while feeding on-ground insights back into the regional programme to continuously sharpen its effectiveness.This is for our Merkle entity.

Key Responsibilities

• Local Playbook Adaptation: Own local market communications strategy by adapting the regional CRM playbook — including personas, key moments, and journey logic — to reflect local nuances and deliver market-relevant execution plans.
• Creative Briefing & Regional Alignment: Work closely with the Regional Strategy Lead to interpret the regional direction and translate it into structured creative briefs that meet local market requirements, ensuring consistency with the overarching programme framework.
• Local Ecosystem & Channel Enablement: Develop a strong understanding of the clients nature of business — including channel mix, platform capabilities, and campaign enablement tools — to inform strategy and improve execution quality.
• Feedback Loop & Insight Sharing: Serve as the on-ground intelligence source for the regional team, channelling local market feedback, consumer signals, and campaign learnings back to the Regional Strategy Lead on a continuous basis.
• Campaign Performance & KPI Ownership: Drive local campaign performance against agreed engagement and conversion metrics, identifying optimisation opportunities and ensuring delivery against market-level KPIs.
• Test & Learn Execution: Define and apply test-and-learn criteria at the campaign level, structuring experiments that generate actionable insights to improve personalisation and channel effectiveness in the local market.

Requirements

• MarTech Proficiency: Strong hands-on experience with multi-channel campaign execution on Adobe Campaign, with the ability to configure, QA, and optimise campaigns end-to-end.
• Local Market Knowledge: Deep understanding of local market dynamics and consumer behaviour, with the ability to translate audience insights into relevant CRM strategies and messaging approaches.
• Analytical Mindset: Ability to interpret campaign performance data, identify trends, and drive actionable optimisations across engagement and conversion metrics.
• Customer Engagement Expertise: Solid grounding in customer engagement strategy and journey orchestration, with experience designing lifecycle and trigger-based communications across multiple channels.
• Industry Background: Experience in the Consumer Electronics sector or a similarly complex, product-led industry is strongly preferred.
• Collaboration & Change Management: Strong cross-functional collaboration skills with experience working within regional-local team structures; exposure to CRM transformation programmes and organisational change management is a plus.
• Relevant Experience: 4–6 years in CRM strategy, lifecycle marketing, or digital campaign management, with demonstrated ownership of local or market-level campaign performance.

Inclusion and Diversity

We’re proud to be different and that starts with our people. We believe in equal opportunities for everyone. We won’t define people by their race, gender, sexual-orientation, age or disability. Individuality is what makes us great, we want everyone to bring their full self to work and create something amazing. That’s what we care about.

So, whether you’re joining us, or looking to move to a different part of the business, we work hard to make sure we create equal opportunities for everyone.

Keeping connected

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