Leader, CRM Strategy and Engagement, APAC

Role Objective:

To own the end-to-end CRM strategy, lifecycle execution, and retention programs for the regional portfolio, with a dedicated strategic focus on driving sustainable growth for GROHE, GROHE SPA, and premium fittings and showers. This includes designing targeted B2B and B2C onboarding journeys, cross-sell and attach strategies at the point of purchase, trade and installer loyalty initiatives, and post-purchase engagement programs tailored to elevate brand equity, increase lifetime value, and maximize repeat specifications and purchases across both core and luxury segments.

Key Responsibilities / Duties & Responsibilities:

• Architect and execute end-to-end customer journeys spanning onboarding, registration, cross-sell, advocacy, and long-term retention.
  
  
• Drive basket value and attach rate at point-of-sale as headline commercial metrics, alongside trade and installer loyalty initiatives.
  
  
• Direct trade and installer engagement, operating on high-frequency weekly cycles rather than extended consumer timelines, while leading segmentation and execution strategy.
  
  
• Own customer segmentation, audience building, and campaign deployment across all lifecycle stages, including major B2B project targets.
  
  
• Ensure rigorous database hygiene and adherence to regional consent protocols governed by Customer Data & Martech, while steering test-and-learn measurement.
  
  
• Lead pilot frameworks prior to full regional rollout, structuring experiments to falsify unviable plans before capital deployment.
  
  
• Report cohort dynamics, attach economics, and value-pool results with complete analytical honesty.
  
  
• Develop tailored nurture workflows for showroom traffic, professional specifiers, trade partners, and inbound digital leads.
  
  
• Evaluate next-best-action models and re-engagement triggers through controlled pilots leveraging compliant customer datasets.

Key Performance Indicators:

• Attach rate and basket value (35%)
  
  
• Trade and installer active rate (25%)
  
  
• Retention programme performance and referral volume (20%)
  
  
• Marketable database growth (20%)
  
  

Job Specifications:

Experience

• Minimum 5 years in CRM, lifecycle or loyalty marketing.
  
  
• Evidence of designing journeys, not only executing campaigns.
  
  
• Experience running B2B, trade or installer loyalty programmes.
  
  

Education

• Bachelor’s degree in Business, Marketing, Communications or a related discipline.
  
  

Hard skills and capabilities

• Lifecycle and nurture workflow architecture, paired with deep marketing automation competence.
  
  
• Audience taxonomy and cohort segmentation, executing directly within martech platforms.
  
  
• Commercial logic for customer retention across extended, low-repeat replacement cycles.
  
  
• Experimental method and cohort measurement, backed by intellectual courage to present challenging data.
  
  
• Deploys AI-driven targeting engines and predictive Next-Best-Action logic under disciplined trial frameworks.
  
  
• Multi-channel marketing automation platforms (Salesforce, Klaviyo, MoEngage, Zapier) and manage complex MarTech stack integrations.
  
  

Soft skills and leadership

• Commercially minded, analytical and customer-centred; translates insight into priorities and action.
  
  
• Collaborates across regional functions, country GMs, Sales and external partners without relying solely on formal authority.
  
  
• Balances brand excellence with delivery discipline, ethical data use and transparent performance reporting.
  
  

Key Relationships and Communication:

This role works closely with the following stakeholders:

Internal:  Leader Customer Lifecycle & Loyalty; Customer Data & Martech; Insight & Analytics; Demand & Digital Media; Core Brands; Sales and trade teams.

External:  Loyalty platform vendors; CRM agencies.

Work Conditions:

Full time. Regional remit across nine APAC markets, with travel as required.