Manager, Customer Relationship Management

Purpose of Role
As the Manager, CRM for South Asia Pacific, you will own the full lifecycle of CRM and Consumer Relations strategy and execution. This role is responsible for driving consumer engagement, retention, and increasing lifetime value across markets by leading the development, execution, and optimization of all CRM initiatives across multiple channels.
In addition, the role oversees the Customer Service team managing all consumer queries.
Your Impact
Strategic Ownership of CRM
Develop and lead the end-to-end CRM strategy across South APAC, aligned with business priorities and brand objectives in alignment with the Marketing Director and local Country Marketing Managers.
Define the CRM roadmap, including audience segmentation, lifecycle planning, personalization, loyalty integration, and omni-channel campaign strategies.
Champion the role of CRM as a strategic growth driver across the organization, influencing regional and market teams
CRM Program Execution & Optimization
Oversee the design and execution of automated lifecycle programs, promotional campaigns, and loyalty activations across key CRM channels (email, SMS, push, app, etc.).
Drive continuous improvement of CRM campaigns through test-and-learn frameworks, A/B testing, and performance optimization.
Partner with regional brand, performance marketing, and DTC teams to deliver integrated consumer experiences across channels.
Consumer Data & Insight Leadership
Leverage transactional, behavioral, and demographic data to drive segmentation, audience targeting, and personalization.
Translate data into actionable insights that inform campaign design, category strategy, and broader marketing decisions.
Define and manage KPIs for CRM health, engagement, and business impact (e.g., retention, repurchase, LTV, reactivation).
Loyalty & Lifecycle Management
Lead the strategic development and enhancement of the UA Rewards loyalty program across key markets.
Identify and activate high-value segments to drive engagement, frequency, and advocacy throughout the customer lifecycle.
Ensure seamless integration of loyalty within CRM journeys and personalization strategies.
Oversee the Customer Service Department to achieve service excellence.
CRM Systems & Process Oversight
Oversee CRM platforms and data infrastructure, ensuring scalability, data integrity, and effective integrations.
Collaborate with IT, data, and global CRM teams to drive system enhancements and troubleshoot issues.
Ensure compliance with regional data privacy and consent regulations.
Leadership & Stakeholder Alignment
Lead and mentor 2 CRM teammates with a goal to drive a high-performing team.
Partner with cross-functional stakeholders (marketing, eCommerce, retail) to embed CRM across the consumer journey.
Serve as the CRM subject matter expert within the organization, advocating for consumer-first, data-driven decision-making.
Qualifications
Minimum 5-8 years of experience in sport, apparel, retail, or consumer goods business with an exceptional track record in CRM, marketing, and loyalty programme
Bachelor’s Degree in Marketing, Business Admin, or a related field
Proficient in Microsoft Office and Salesforce with the aptitude to learn new systems
Strong communication and project management skills to work with multiple stakeholders
Excellent organizational skills and attention to detail
Motivated and inspiring leader to lead a high performing team
Exceptional organizational and time management skills with the ability to juggle multiple tasks and handle competing priorities
Make data-driven decision making and quantitative analytical skills
A sincere and contagious passion for sports and building Under Armour
Relocation
No relocation provided
Our Commitment to Equal Opportunity
At Under Armour, we are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion or belief, sex, pregnancy (including childbirth, lactation and related medical conditions), national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, family or paternal status and any other characteristic protected by applicable law. Under Armour seeks to recruit, develop and retain the most talented people representing a wide variety of backgrounds and perspectives. If a reasonable accommodation is needed to participate in the job application or interview process, please contact our Human Resources team via
Requisition ID:
Location: Singapore, Singapore, SG, 38987
Business Unit: Corporate
Region: APAC
Employee Class: Full Time
Employment Type: Salaried
Learn more about our Benefits here
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