CRM Group Business Director

The evolution of Customer Relationship Management is crucial as businesses aim to meet the ever-changing demands of consumers and the market. The focus is shifting from merely executing marketing campaigns to fostering a comprehensive growth strategy that integrates data and enhances customer experiences. This transformation positions CRM not just as a tool, but as a powerful engine that drives business growth through deep insights and meaningful interactions with customers. In this context, the CRM Group Business Director plays a pivotal role in shaping the future of CRM within the organisation.

This position is not just about managing existing processes; it involves stabilising the current framework, building on its strengths, and leading transformative initiatives that elevate the CRM practice. The director is tasked with establishing a clear and compelling CRM vision, developing an effective operating model, and ensuring delivery excellence across all CRM activities. The ultimate goal is to position CRM as a fundamental growth driver for clients and an essential capability that future-proofs the business against market changes.

The role is distinctly dynamic, requiring a blend of strategic thinking, operational expertise, and strong leadership. As a hands-on business leader, the CRM Group Business Director must balance the strategic vision with daily operational demands. This individual needs to be adept in managing teams, nurturing talent, and fostering collaboration across departments. Building strong relationships with clients is equally important, as the director acts as a partner in their growth journeys, ensuring that CRM initiatives align with the clients' objectives and deliver measurable results.

• CRM Vision & Transformation Leadership
  • Define and lead the next-gen CRM vision for Digitas Singapore, aligned to business growth, client outcomes, and Publicis Groupe strategy.
  • Translate CRM from campaign execution into end-to-end customer value management across acquisition, engagement, loyalty, and lifetime value.
  • Design scalable CRM frameworks, playbooks, and ways of working that are future-ready and market-relevant.
• Client Success & Commercial Ownership
  • Act as a senior client success partner, trusted by C-suite and regional stakeholders.
  • Own CRM growth across key accounts identifying opportunities, shaping solutions, and converting strategy into commercial outcomes.
  • Lead CRM transformation conversations with clients, including operating model design, martech enablement, and organisational change.
  • Partner closely with Media, Data, Tech, and Strategy leads under the Power of One model to deliver integrated solutions.
• Practice Building & Delivery Excellence
  • Stabilise and scale the CRM practice with clear operating rhythms, governance, and quality standards.
  • Ensure CRM programmes are delivered with speed, accuracy, and accountability, stepping in hands-on when required.
  • Balance strategic leadership with practical execution, especially during high-pressure launches or transformations.
  • Drive continuous improvement across processes, tooling, and performance measurement.
• People Leadership & Capability Development
  • Build, mentor, and inspire a high-performing CRM team from juniors to seniors and practitioners.
  • Act as a coach and mentor, raising the bar on thinking, craft, and ownership.
  • Shape career pathways and capability development to future-proof CRM talent.
  • Foster a collaborative, inclusive culture aligned with Power of One ways of working.
• Connected Media & Identity Integration
  • Partner closely with Publicis Groupe teams to embed CRM within Connected Media and Connected Identity solutions.
  • Champion audience-first, data-driven CRM planning that connects paid, owned, and earned channels.
  • Ensure CRM plays a central role in how audiences are understood, activated, and grown over time.

• CRM is recognised internally and externally as a strategic growth engine, not just an execution channel.
• Clients see Digitas as a CRM transformation partner, not a vendor.
• Teams are confident, capable, and future-ready.
• CRM solutions are integrated, scalable, and commercially impactful.
• Singapore becomes a centre of excellence for next-gen CRM thinking and delivery.

• Minimum 10+ years of experience in CRM, lifecycle marketing, customer engagement, or martech-led transformation.
• Proven track record leading CRM transformation at scale agency or client-side.
• Strong understanding of CRM platforms, data, and activation (hands-on experience required, not just oversight).
• Experience working in matrixed, multi-disciplinary environments.
• Commercially sharp able to link CRM strategy to business outcomes.
• Exceptional stakeholder management and communication skills.

• Client-first mindset with strong business acumen.
• Hands-on leader who is comfortable rolling up sleeves when needed.
• Collaborative by nature, thrives in a Power of One culture.
• Strong mentor and people developer.
• Calm under pressure, decisive, and outcome-driven.