Senior Director, APAC – CRM & Customer Experience (Fashion)

A well-known premium global fashion label is now in search of a Senior Director.

Position purpose:

As the Senior Director of CRM & Customer Experience, you will be the "Regional Architect" of our consumer engagement strategy. This is a critical departmental rebuild aimed at transforming the Asia-Pacific region into a data-driven powerhouse.

Acting as the "Brain of Asia," you will design a unified marketing framework that balances global brand equity with local market nuances. You will oversee a high-performing regional team and drive the CRM roadmap across 10+ markets to enhance lifecycle value, loyalty, and seamless clienteling experiences.

Key responsibilities:

Strategic Leadership & Framework Design

• Department Transformation: Lead the comprehensive rebuild of the APAC CRM function, establishing new operational standards and a future-proof marketing framework
• Regional Hub Strategy: Act as the strategic centre for 10+ markets, ensuring consistency in brand voice while empowering local teams to execute with precision
• The "Brain of Asia": Synthesise regional market intelligence to provide actionable insights to Global HQ and local General Managers

Data Analytics & Insights

• Direct the Senior Manager of Analytics to move beyond reporting into predictive modelling and sophisticated segmentation
• Identify regional growth opportunities through deep-dive analysis of purchase behaviour, churn rates, and high-net-worth individual (VIC) trends

Clienteling & Exceptional Experiences

• Oversee the Senior Manager of Clienteling & Events to design world-class O2O (Online-to-Offline) journeys
• Develop regional frameworks for elite client events, personalised gifting programs, and in-store service protocols that define "premium" hospitality
• Bridge the gap between digital engagement and the physical boutique experience to ensure a frictionless "One Brand" feel

Lifecycle & Loyalty Management

• Design and deploy automated lifecycle journeys (Recruitment, Retention, Reactivation) tailored to the diverse digital ecosystems of APAC
• Optimize the regional loyalty program to drive increased frequency and higher Average Transaction Value (ATV)

Candidate profile:

• Experience: Minimum 15+ years in CRM, Digital Marketing, or Customer Experience, with a significant portion spent in the Premium/Luxury Fashion or High-End Retail sectors
• Leadership: Proven track record of managing multi-disciplinary teams (Analytics, Clienteling, Tech) and influencing senior stakeholders in a matrixed environment
• Regional Scope: Deep experience navigating the APAC landscape, including HK, TW, SE Asia, and Japan/Korea
• Analytical Rigour: A strong "data-first" mindset with the ability to translate complex datasets into compelling business stories
• Visionary Mindset: You are not just a manager; you are a builder who thrives in "rebuild" scenarios where you can define the blueprint
• Fluency in English and any other Asian Languages

What’s next:

Lead the transformation of customer engagement across Asia-Pacific; shape a unified CRM vision, elevate loyalty, and redefine client experience at scale. Apply now!