Director, CRM and Customer Engagement - APACx

About the role

Hilton is looking for a Director of CRM and Customer Engagement for Asia Pacific excluding Greater China and Mongolia (APACx). The role leads the strategy to deepen customer relationships and grow customer value through CRM, personalisation and lifecycle engagement, combining knowledge of APAC customer behaviour with expertise in audience strategy, customer data activation and regional channels.

Key responsibilities

• Define and lead the CRM and customer engagement strategy and roadmap for APACx, prioritising CRM-led customer journeys and lifecycle engagement.
• Use customer insights, market trends and performance data to identify growth opportunities and shape strategies that increase Hilton Honors member acquisition, engagement, retention and repeat stays.
• Provide strategic direction and customer insights to APAC teams building localised campaigns and targeted offers.
• Lead the engagement strategy on regional marketing channels such as LINE and WhatsApp, driving consideration and intent to book directly.
• Champion APAC priorities with global CRM, Customer Engagement, Digital and MarTech teams, influencing roadmaps and securing investment.
• Partner with APAC Marketing, Loyalty, Commercial, Digital Product, Platform, Technology and MarTech teams to run integrated campaigns, sales and offers, and to connect customer data and behavioural insights to personalised experiences.
• Own the APAC audience strategy, segmentation and engagement roadmap, and the performance of the CRM and customer engagement ecosystem.
• Lead the strategic narrative for CRM and customer engagement across APAC and build a high-performing team.

Required profile

• 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 in a complex matrix environment.
• Deep understanding of APAC digital platforms, channel ecosystems and customer behaviours, with proven success scaling engagement and CRM strategies across multiple markets.
• Ability to turn customer data, analytics and insights into actionable strategies, including segmentation, personalisation and lifecycle programmes.
• Experience with MarTech capabilities such as CDPs, CRM platforms, customer data and analytics platforms, personalisation and journey orchestration tools.
• Strong stakeholder management, communication, analytical and commercial skills; global or cross-cultural experience in a matrix organisation.
• Flexibility to travel 15% and as required.