Director, Customer Engagement and Platforms

4 weeks ago

Singapore Hilton Full time

This is your opportunity to be part of a Marketing team that attracts customers to Hilton through strong storytelling, top-rated rewards, and unique customer experiences and partnerships. Our Loyalty and Customer Engagement team drives customer growth for Hilton by leading the charge to acquire, retain and nurture direct relationships at scale. The team focuses on growing customer lifetime value by delivering against a customer-centric engagement strategy to ensure we connect meaningfully with our target audience on touchpoints across Hilton, partner and 3rd party platforms – establishing awareness, initiating consideration and driving preference for Hilton and our award-winning Hilton Honors loyalty program.

With 180 million members and growing, Hilton Honors is a core component of Hilton's focus on forming direct, one-to-one relationships with its customers. Honors is more than just a rewards program, it enables personalised access to the best Hilton has to offer and provides accessible rewards that empower guests with unprecedented choice and control.

As the Director, Customer Engagement and Platforms for Asia Pacific (APAC), you will lead our efforts to grow customer lifetime value for Hilton by defining and leading the execution of our engagement strategy across touchpoints throughout the customer lifecycle. You'll be tasked with leading our ambitions to setup a multi-year, customer-centric engagement strategy for APAC markets; one that rooted in a deep understanding of customer behaviour and preferences to ensure Hilton and Hilton Honors shows up with authenticity and impact.

Reporting to the Senior Director of Loyalty and Customer Engagement for APAC, you will also lead our digital platforms team, owning and operating the APAC customer journey through our digital ecosystem of marketing channels and platforms – from driving consideration of new customers on WhatsApp to activating Honors members on our mobile app to book their next stay with Hilton. In this role, You will work closely with APAC functional (Loyalty, Enterprise and Brand Marketing, Digital Analytics, Media, Technology) and regional marketing teams to nurture and retain our customer and loyalty base.

As a key stakeholder, you will serve as a strategic partner in the development of our MarTech and personalization efforts, ensuring we leverage enterprise capabilities and clearly articulate regional requirements across areas like customer data and journey orchestration to unlock our customer relationship strategy and create differentiated engagement experiences. As a people leader, you will recruit, develop and motivate the top talent under your remit to maintain and grow a highly engaged and capable team.

What will I be doing?

As the Director, Customer Engagement and Platforms - APAC, you will take the initiative to perform the following tasks to the highest standards:

Lead our customer engagement strategy for APAC, ensuring we activate the right customers at the right lifecycle stage with the right experiences to grow customer lifetime value.
Refine our multi-year, segment-led customer strategy across APAC markets – defining customer goals, milestones, and measurement of our roadmap to nurture relationships with key segments, within the context of the region's own growth trajectory and ambitions. Champion a customer-led mindset across the wider Marketing team – empowering colleagues with insights and direction to align customer experiences across all marketing campaigns in service of customer needs.Own the APACx (APAC excluding China) customer experience across our digital channel and platform ecosystem, ensuring each marketing touchpoint is in service of customer and business priorities.

Secure touchpoints and establish ongoing ways of working with global teams to engage APACx customers on enterprise channels like and our Hilton Honors app. Lead our content plan and optimization efforts on regional Hilton channels and platforms, whilst partnering with our MarTech teams to lead our roadmap into new channels and platforms.A trusted advocate for the region. As the primary interface with our regional and global technology and MarTech teams, you will ensure Hilton's MarTech stack and capabilities are in sync with APAC requirements.

Champion regional needs with global MarTech teams to secure commitment and prioritization as we setup enterprise capabilities to service APAC customer needs. Partner with APAC Digital Product and Delivery teams to solve for gaps that global roadmaps or resources do not solution for. In this context, build and present business cases and secure leadership buy-in for incremental APAC asks and investment. Maintain an enterprise mindset, connecting the platforms, capabilities and operations under your remit to deliver against the wider marketing and commercial organisation's strategic ambitions.

Collaborate with your counterparts in China to build synergies across MarTech, cross-sell, reporting.Provide consultation to campaign owners in APAC Marketing, using data and insights to propose impactful customer journeys and experiences that enable them to meet their campaign objectives.Develop, recruit and champion top talent. Named as the No. 1 World's Best Workplace by Fortune magazine and Great Place to Work, you will maintain a world-class working environment and continue to foster a performance-focused, resilient, curious and highly engaged team. As a leader within the APAC Marketing and Loyalty organisation, you will positively impact the wider team culture, building interconnectedness and teamwork across functions and geographies.Setup and operate a test and learn/ grow culture to continuously evaluate and optimise marketing touchpoints across our digital ecosystem to drive customer life time value. You will collaborate with our global experimentation team to secure resource, define ways of working and build out a roadmap for APAC channels and platforms. Own the performance narrative, both at a channel and platform level as well as at an ecosystem level across both customer and business KPIs. You will use performance data and customer insights to underpin story-telling to colleagues and leaders, clearly articulating trends, wins, losses, learnings that prompt informed decision making. Build out and refine our roster of agency partners responsible for developing and operating the APACx marketing channels and platforms. Partner with regional technology counterparts to lead the relationship with regional MarTech partners and establish, where relevant, regional ways of working.

What are we looking for?

The successful candidate will be a successful leader with an analytical and data-driven professional background leading customer-centric organization. We believe that success in this role will demonstrate itself through the following attributes and skills:

Passionate about delivering impactful CRM and lifecycle strategies that drive towards brand affinity and loyalty.Keen interest in stitching channels and platforms together to build cohesive, omni-channel customer journeys that sync with the customer's path to purchase as they dream, plan, shop and book with Hilton. Curiosity for, and a start-up mentality to identify new opportunities to grow our digital ecosystem to reach, acquire and engage new customers and grow our direct relationships. To visualise not just what is, but what can be, sell it in effectively and then bring partners on the journey to realise it. Strong understanding of MarTech and how it stacks up across customer data, content, journey orchestration etc to unlock capabilities around CRM, personalisation, life-cycle management.Ability to build positive relationships up, down and across the enterprise.Extensive experience creating and maintaining multi-year strategic plans and roadmaps, as well as complex business cases and department budgets.Strong ability to collaborate, influence, and lead change across internal stakeholders across levels and geographies while selling in new ideas.Exceptional communication skills and the ability to communicate appropriately at all levels of the organization; this includes written and verbal communication.Expertise in building, leading, and motivating a team.Strategic eye for business with the ability to use data and market intelligence to find opportunities and improve performance continuously with a bias towards an iterative approach.

To fulfill this role successfully, you should demonstrate the following:

Minimum 10 years of professional experience with 7 years experience in CRM/ lifecycle management.Minimum of 5 years of management or supervisory experience.Comprehensive understanding of APAC digital platforms and channels and how they connect together through the customer lifecycle.Experience working across teams in lifecycle methodology, analytics, and data-focused insights with customer profiles/segmentation, customer database mining.Advanced experience of the APAC region with demonstrable knowledge of customer behaviour in region.Understanding of MarTech including CDP, CRM platforms, data analytics platforms, personalization tools, and digital and journey orchestration tools with experience in collaborating on the implementation of technology integrations with internal and external partners.Entrepreneurial mindset, ability to think outside the box to conceptualise and articulate future-state(s), use-cases, configurations. Build business-cases, present, secure buy-in and mobilise resources to bring these to life.Strong analytical skills and ability to develop data-centric performance narratives to satisfy monthly, quarterly business reviews.Global/cross-cultural experience within a matrix organisationFlexibility to travel 15% and as required.

What will it be like to work for Hilton?

Hilton is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Our vision to fill the earth with the light and warmth of hospitality unites us as a team to create remarkable hospitality experiences around the world every day. And, our amazing Team Members are at the heart of it all

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