Director, CRM and Customer Engagement - Asia Pacific (APACx)

As the Director, CRM and Customer Engagement for Asia Pacific excluding Greater China & Mongolia (APACx), you will lead Hilton's strategy to deepen customer relationships and grow customer value through CRM, personalisation and lifecycle engagement.

Combining deep knowledge of APAC customer behaviours, preferences and digital ecosystems with expertise in audience strategy, customer data activation and regional channels, you will develop and execute integrated customer engagement strategies that deliver locally relevant experiences at scale.

Through customer data, insights and lifecycle marketing, you will drive Hilton Honors acquisition, engagement and retention, creating personalised customer journeys that increase conversion, strengthen loyalty and support long-term business growth.

HOW YOU WILL MAKE AN IMPACT

Your role is important, and below are some of the fundamental job duties that make your work unique.

What your day-to-day will be like

• Define and lead Hilton’s CRM and customer engagement strategy and roadmap for APACx, prioritising CRM-led customer journeys and lifecycle engagement that will drive customer and commercial growth.

• Use customer insights, market trends and performance data to identify growth opportunities and shape lifecycle strategies that increase Hilton Honors member acquisition, engagement, retention, repeat stays and customer value.

• Provide strategic direction and customer insights to APAC teams developing localised campaigns, and targeted offers, shaping their approach to reflect APAC behaviours and preferences. 

• Lead our engagement strategy and roadmap on APAC regional marketing channels like LINE and WhatsApp to meet customers where they are and deliver consideration and intent to book onto direct channels. 

• Champion APAC priorities with global CRM, Customer Engagement, Digital and MarTech teams, influencing roadmaps and securing investment to ensure global capabilities support regional requirements to deliver localisation and personalisation at scale.

How you will collaborate with others

As the voice of the APAC customer you will:

• Partner with APAC Marketing and Loyalty teams to translate regional priorities into integrated campaigns across Hilton’s owned and managed channels, ensuring clear objectives and effective activation.

• work with APAC Commercial teams to shape regional sales, targeted offers and retailing strategies that balance customer needs with commercial priorities and digital direct growth objectives.

• Collaborate with regional and global Loyalty and CRM teams to align on strategic priorities and deliver APAC-specific programmes that drive member acquisition, engagement, repeat stays and retention.

• Partner with Digital Product, Platform, Technology and MarTech teams to enhance Hilton’s regional marketing technology ecosystem, ensuring customer data, behavioural insights and engagement capabilities are effectively connected to deliver personalised experiences and drive stronger customer relationships at scale.

What deliverables you will take ownership of

• Own the APAC audience strategy, segmentation and engagement roadmap, establishing clear priorities across lifecycle marketing, customer journeys, personalisation, data, platforms and capabilities. Align regional and global stakeholders behind the roadmap and ensure delivery against agreed customer and commercial objectives.

• Own the performance of Hilton’s CRM and customer engagement ecosystem within APAC, ensuring it effectively delivers against key customer and business priorities, including member acquisition, engagement, retention and customer value.

• Lead the strategic narrative for CRM and customer engagement across APAC, articulating the vision, roadmap and value of key initiatives to regional and global stakeholders. Foster understanding, advocacy and alignment around audience strategies, customer engagement priorities and investment decisions.

• Lead, develop and inspire a high-performing team, creating an environment grounded in accountability, curiosity, resilience and collaboration. As a leader within the APAC Marketing and Loyalty organisation, strengthen connections and teamwork across functions and markets.

WHY YOU’LL BE A GREAT FIT

You have these minimum qualifications:

• 10+ years of professional experience, including at least 7 years leading CRM, lifecycle marketing or customer engagement programmes across APAC.

• 5+ years leading high-performing teams and influencing cross-functional stakeholders within a complex matrix environment.

• Comprehensive understanding of APAC digital platforms, channel ecosystems and customer engagement behaviours, and how to leverage them to deliver personalised experiences throughout the customer lifecycle.

• Deep understanding of the diverse customer behaviours, preferences and digital ecosystems across APAC, with demonstrated success developing and scaling customer engagement and CRM strategies across multiple markets.

• Demonstrated ability to translate customer data, analytics and audience insights into actionable CRM and customer engagement strategies, including segmentation, personalisation and lifecycle programmes that drive measurable customer and business outcomes.

• Experience leveraging MarTech capabilities including CDPs, CRM platforms, customer data and analytics platforms, personalisation capabilities and journey orchestration tools to enable customer data activation and personalised engagement at scale.

• Strategic and entrepreneurial mindset, with the ability to identify growth opportunities, define future-state customer engagement capabilities, build compelling business cases and mobilise stakeholders to deliver change.

• Exceptional stakeholder management, communication and influencing skills, with the ability to align regional and global stakeholders, secure buy-in and drive action across complex matrix organisations.

• Strong analytical skills with the ability to translate customer and performance data into compelling narratives, actionable insights and strategic recommendations for senior leadership.

• Strong commercial acumen with experience using CRM, personalisation and customer engagement strategies to drive measurable customer and business outcomes.

• Global/cross-cultural experience within a matrix organisation.

• Flexibility to travel 15% and as required.