Regional Head of CRM, APAC

Requisition Id:  2065

Shanghai, CN

About Edrington

Our business is underpinned by a long-established reputation for involving the workforce in charitable giving and we’re proud to continue as a privately owned business. We continue to spread our global reach, with over 60% of our employees now being based outside of Scotland.

Position Summary

In APAC Region’s digital transformation, CRM is the most critical component and demands trailblazing vision, down-to-earth data & analytical skills and outstanding leadership capability that distills innovative ways of connecting and serving customers online and offline. The Regional Head of CRM, APAC is responsible for creating regional CRM and data analytics strategy aligned with and integrated into global CRM and DTC strategy. The role is expected to deliver on brand equity building through direct customer relationship in close partnership with the brand marketing team and commercial (online and offline) team across all the markets in our region. And this direct customer relationship is expected to be established and reinforced digitally through innovative curation of experiences, disruptive command of data, as well as close collaboration and partnership with a wide range of stakeholders guided by a coherent and laser-focused strategy and superb functional knowledge and expertise that our teams will seek support with.


Success is measured by increased Edrington brands’ overall customer database and level of engagement with our customers; ultimately leading to longer customer lifetime value (share of contribution to our total business) and loyalty.  The role reports to the Chief Digital Officer of APAC with tight integration and alignment with global DTC team. Also the regional and country Marketing team, Digital Tech team, eCommerce team, and Commercial team are among close internal partners. The role will carry a particular focus on unleashing the potential in China especially at the starting phase of the tenure.

Job Description

  • Lead regional CRM strategy creation and integration and development in the region and evolve our CRM roadmap planning across all touch points including brand engagements, eCommerce, on-trade and Private CRM, powered by the frontier digital and CRM technological solutions in APAC and particularly China
  • Develop data capturing and analytics strategy leveraging innovative technology, tailored to our unique business requirements and in compliance with local statutory requirements
  • Develop frameworks for our membership program in the region, including tiering, rewards and communications and implement across channels and touchpoints
  • Initiate pilot projects and catalyze innovative use cases for consumer data analytics to be scaled up and rolled out across the relevant markets, supported by internal and external experts and team members
  • Create industry’s best-in-class consumer and member digital experience through our owned platforms and as part of the membership journey enhancement
  • Champion rolling out global or regional cross-functional strategic programs, such as the Affinity program and Retail CRM program
  • Review frequently with global DTC, Brand and IT leadership on the region’s progress and act in tandem strategically
  • Solidify business cases of investing in organizational capability and technology to achieve our CRM and data evolutionary objectives
  • Manage sizable external agencies and vendor teams on a long-term partnership basis; cultivate strategic alliances with leading brands and organizations in luxury management and digital technologies

Skills and Experience

  • 10 years+ in CRM, data and digital experience strategy and execution
  • In a leadership role of initiating digital and consumer data pilot projects
  • Solid track record of strategic planning and thinking, as core member of a strategy, business development or innovation team
  • Expertise of the region’s digital ecosystem and comprehensive experience of working with leading digital platforms on digital and data innovation projects
  • Professional background with leading luxury brands or familiar with experience-led consumer engagement and storytelling from leading premium consumer brands
  • Working experience in an international organization; overseas experience is a plus


Desired Qualities

  • Strategic, visionary, structured and analytical
  • Outstanding communication and influence skills
  • Luxury brand mindset, consumer-first, with a fine attention to detail
  • Self-starter and capable of initiating innovative pilots in a practical approach
  • Resilient and able to adjust and adapt quickly

Employee value proposition

At Edrington, you will experience an incredible culture based on respect and giving more. We are exceptionally passionate about our brands and genuinely care about our people, continually investing in their development and wellbeing. Join Edrington and make a world of difference.