Regional CRM/Campaign Strategy Lead

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

Job summary

Dentsu Singapore is seeking a market-savvy CRM strategist to bridge regional direction and local execution across the SEAO engagement. The Local Strategy Lead translates the regional CRM playbook into market-relevant campaign strategies, adapting personas, moments, and channel approaches to reflect local consumer behaviour.

You will collaborate with the Regional Strategy Lead to create structured briefs, align on creative direction, and ensure campaigns meet local market requirements and KPIs,

Qualifications

• Experience with multi-channel campaign execution on Adobe Campaign.
• Ability to translate regional CRM playbooks into market-specific strategies.
• Experience designing lifecycle and trigger-based communications across multiple channels.

Responsibilities

• Local Playbook Adaptation: tailor regional CRM playbook to reflect local nuances.
• Creative Briefing & Regional Alignment: translate regional direction into structured briefs.
• Local Ecosystem & Channel Enablement: understand client business, channels, and tools to inform strategy.
• Feedback Loop & Insight Sharing: channel local insights to regional team.
• Campaign Performance & KPI Ownership: drive engagement/conversion metrics and optimization.
• Test & Learn Execution: define experiments to improve personalization and channel effectiveness.

Skills

MarTech proficiency

Local market knowledge

Analytical mindset

Customer engagement

Industry background

Collaboration & change management

Relevant experience (CRM)

Tools

Adobe Campaign

Job description

About Dentsu

Job Description: About Dentsu 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. www.dentsu.com

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.

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.

Location

Location: Singapore

Brand

Brand: Happy Marketer

Time Type

Time Type: Full time

Contract Type

Contract Type: Permanent

About dentsu

For over 120 years, innovation has been a core tenet of our offering – exploring new ways to reach, engage and nurture relationships with audiences. Together we drive a multiplier effect for clients at a global scale, through the development of Integrated Growth Solutions that are underpinned by our promise to clients: innovating to impact. Be a force for good. Sustainability is a vital part of our business and an important area of focus for our clients. We’re leading the way – helping to build a more sustainable planet. Dream loud. In this moment of transformation, we need our people to be fearless, embracing change and ambiguity, driven by the love for our work and excitement for the future. Team without limits. We create opportunities for connection and collaboration between our colleagues and clients, building a sense of belonging and having some fun along the way.