Director, Global CRM and MarTech Strategy

Responsibilities

• Global CRM Strategy & Business Growth: Define the global CRM vision and strategic framework to grow customer engagement, frequency, retention and lifetime value. Establish shared priorities and success measures while enabling markets to tailor execution to local needs.
• Marketing Technology Strategy & Roadmap: Own the marketing-led martech strategy and business capability roadmap, in partnership with Technology & Data. Translate customer and marketing needs into prioritized use cases, requirements and investment recommendations across audience management, journey orchestration, personalization, content activation and measurement.
• Global-to-Market Enablement: Establish a clear operating model for global and market responsibilities, balancing common capabilities and standards with local flexibility. Partner with markets , tech and data teams to identify and p rioritize capability gaps, shape rollout priorities and support adoption through playbooks, training and shared learning.
• Customer Data & Segmentation: Define the marketing requirements for customer data and audience capabilities that enable relevant, connected experiences across CRM, loyalty, owned channels and paid media. Partner with Data, Technology and Privacy teams to support responsible, consent-based activation.
• Connected Customer Experiences: Set the strategic framework for lifecycle journeys and personalized communications across channels. Establish scalable approaches to content, decisioning and experimentation that markets can apply to improve customer experiences and business outcomes.
• Measurement & Investment Effectiveness: Partner with GIA to establish common frameworks for incrementality, customer lifetime value and CRM performance. Partner with markets and Analytics to evaluate results, strengthen test-and-learn practices and assess the business value and utilization of martech investments.
• Cross-Functional & Partner Leadership: Align Global Marketing, market teams, Technology, Data and Analytics around shared priorities and delivery plans. Lead relevant agency relationships and partner with Technology and Procurement on vendor evaluation, capability fit and performance.
• Team & Capability Development: Build and develop a global team with strong CRM, martech and commercial expertise. Foster a cross-market community that shares effective practices, reduces duplication and accelerates capability development.

Requirements

• Minimum 10 years of relevant experience, including 7 years in Loyalty, CRM or Direct Marketing, with significant experience leading CRM, lifecycle marketing or personalization strategy across multiple markets.
• Strong understanding of campaign measurement, incrementality testing, Customer Lifetime Value modeling and application, and evaluation of marketing and technology investment effectiveness.
• Experience in a multi-channel retail, franchised or multi-market consumer business preferred.
• Demonstrated ownership of marketing technology strategy, capability roadmaps and business requirements, with strong understanding of customer data platforms, journey orchestration, decisioning, marketing automation, data connectivity and connections to paid media.
• Strong commercial, analytical, and strategic thinking skills, with experience translating marketing needs into technology priorities, investment cases and measurable business outcomes.
• Strong storytelling and presentation skills to build support and understanding across senior stakeholders, functions and markets.
• Strong influence and collaboration skills to align senior stakeholders and navigate a global, highly matrixed organization.
• Minimum of 2 years of experience leading and managing a team, with demonstrated ability to develop talent and build cross-market capability.
• Demonstrated leadership, project management and planning skills, with the ability to establish global frameworks while accommodating local market needs and differing levels of digital maturity.

Benefits

• Benefits eligible: This position offers health and welfare benefits, including but not limited to comprehensive health insurance, which includes medical, prescription drug, mental health, dental and vision coverage, as well as, life insurance.