Regional CRM/Campaign Strategy Lead

About the role

Dentsu is looking for 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 local consumer behaviour, and feeds on-ground insights back to the regional programme.

Key responsibilities

• Own the local market communications strategy by adapting the regional CRM playbook (personas, key moments, journey logic) to local nuances
• Work with the Regional Strategy Lead to turn regional direction into structured creative briefs aligned with the programme framework
• Understand clients' businesses, including channel mix, platform capabilities and campaign enablement tools
• Share local market feedback, consumer signals and campaign learnings with the regional team
• Drive local campaign performance against engagement and conversion metrics and KPIs
• Define and run test-and-learn experiments to improve personalisation and channel effectiveness

Required profile

• 4-6 years in CRM strategy, lifecycle marketing or digital campaign management, owning local or market-level campaign performance
• Experience in consumer electronics or a similar complex, product-led industry strongly preferred
• Strong cross-functional collaboration and experience in regional-local teams; CRM transformation and change management exposure is a plus

Required skills

• Hands-on multi-channel campaign execution on Adobe Campaign, including configuration, QA and optimisation
• Customer engagement strategy and lifecycle and trigger-based communications
• Analytical approach to interpreting campaign data and driving optimisation