CRM Growth Director

Overview

Publicis Groupe is the third largest communications group in the world. Founded in Paris in 1926, we are present in more than 100 countries as leaders in marketing, communication, and digital business transformation. Two of its biggest solution hubs in Singapore - Publicis Communications and Publicis Media & Digital.

Publicis Communications, the creative communications hub of the Publicis Groupe, is a collective of the most passionate, purposeful, and progressive creative agencies in Singapore. They are Publicis Worldwide, Leo Burnett, Saatchi & Saatchi, Prodigious, and MSL.

Publicis Media & Digital, which is comprised of global media agency brands Starcom, Zenith, Spark Foundry, and Performics, is powered by digital-first, data-driven global practices that together, help our clients navigate the modern media landscape.

Our two other solution hubs, Publicis Sapient and Publicis Commerce, empower businesses to embrace digital transformation and equip them with a total commerce experience.

Digitas is a highly-caffeinated playground where brilliant minds come together to make bold, award-winning marketing. We use data-driven insights to guide our work, but we also believe in a healthy dose of spirited storytelling as we strive to transform the marketing landscape.

We are seeking a CRM Director to lead the next phase of growth for our CRM practice in Southeast Asia. This is not a steady-state role — it’s for someone who wants to design solutions, push boundaries, and continually learn how CRM and Media intersect to drive performance .

You will spend 80% of your time on strategy and client consultation , shaping CRM transformation journeys, and 20% operationalising solutions with cross-functional teams to make them real. The role will oversee flagship regional and global accounts, while also driving growth opportunities across new and existing clients at Publicis Groupe.

This position requires equal parts strategist, consultant, and business builder .

Strategic & Client Consultation (80%)

• Act as senior consultant to C-level and marketing leaders, shaping CRM as a growth driver — not just retention.
• Design CRM strategies powered by 1PD/2PD data, lifecycle automation, conversational CRM, and real-time decisioning.
• Drive integration of CRM with Media and CX to demonstrate measurable business impact.
• Lead CRM transformation roadmaps across multiple markets, influencing adoption of advanced CRM capabilities.
• Champion continuous test-and-learn — piloting new ideas (e.g., conversational journeys, data clean room activations) and scaling what works.
• Work closely with strategy, data, and other department leads—success in this role depends on strong cross-functional collaboration, not independent contribution.

Operationalisation (20%)

• Expand existing client remits through farming - deepening scopes across CRM, Martech, and performance.
• Partner with Business Teams across Publicis Groupe to hunt for new opportunities, bringing CRM POVs and credentials into pitches.
• Shape Digitas' thought leadership in CRM, creating case studies and market perspectives that build agency reputation.

Growth Driver (Hunt & Farm)

• Build and expand strategic partnerships with key martech vendors, data partners, and media platforms to enhance Digitas’ CRM offering.

• Shape joint value propositions with partners (e.g., 2PD data collaborations, CDP integrations, clean room activations) to unlock new opportunities for clients.

• Negotiate partnership models that balance client benefit, scalability, and agency growth, ensuring Digitas remains at the forefront of CRM innovation.

• Minimum of 10+ years in CRM, Martech, or data-driven marketing, ideally in an agency or consultancy.
• Proven ability to design and sell CRM strategies at C-suite and senior stakeholder level.
• Hands-on knowledge of CRM platforms (Oracle, Adobe Campaign, Salesforce, MoEngage, etc.), lifecycle automation, and data-driven targeting.
• Strong commercial acumen with a record of growing client portfolios (farming & hunting).
• Ability to connect the dots across data, content, media, and tech into actionable CRM solutions.
• Strong leadership and collaboration skills to inspire multi-disciplinary teams.
• Strong network or experience working with CRM / Martech platforms, data providers, and ecosystem partners .

• Strategic impact: Clients see CRM as a growth driver, directly tied to demand generation and business outcomes.
• Integration : CRM strategies are consistently linked to Media, CX, and analytics - not siloed.
• Growth: Existing accounts expand, and new business is won through CRM-led strategies.
• Innovation: Pilots in 2025 evolve into scaled adoption in 2026 (e.g., conversational CRM, real-time activation, 2PD data collaboration).
• Leadership & Mentoring : Mentor and train team members, goal setting and performance reviews, planning team’s career progression and advancements.