Associate Director, Customer Life Cycle & Market Activation

Job Summary This role drives Group-wide Existing Customer Marketing (ECM) strategy and capability building to increase repurchase and customer value, by embedding data-driven marketing, scalable frameworks, and end-to-end customer journeys across markets. This role partners closely with local Business Units (BUs) to design and embed end-to-end customer and agent journeys across key lifecycle moments (onboarding, engagement, cross-sell, reactivation)—leveraging advanced targeting, insight-led campaign design, and full-funnel performance management to deliver measurable business outcomes. Roles and Responsibilities: Strategy & Performance Leadership Drive innovative ECM strategies and initiatives that improve marketing efficiency, from high-quality lead generation to agent conversion and sales outcomes Define, track, and optimize key performance metrics (e.g. repurchase rate, campaign conversion rate, agent act-on rate) Accountable for driving measurable improvements in ECM performance across markets BU Partnership & Capability Building Collaborate with BUs to assess current-state ECM capabilities, identify key gaps, and co-develop prioritized action plans based on impact vs effort Guide BUs on implementing best-in-class ECM practices across the full customer lifecycle Define and track ECM capability maturity across BUs, with a structured roadmap from foundational to advanced capabilities Facilitate capability uplift through structured workshops, playbooks, and ongoing coaching Data-Driven Marketing & Personalisation Champion data-driven decision making, leveraging customer insights and analytics models to optimize targeting, segmentation, and campaign performance Partner with Marketing Analytics to embed models (e.g. propensity scoring, next best action, customer lifetime value) into campaign execution Drive personalization at scale across channels to improve customer engagement, conversion, and retention Martech Enablement & Campaign Operations Work with Martech and Analytics teams to ensure seamless integration of data, models, and campaign execution across CDP / CRM platforms Enable markets to leverage data-driven insights seamlessly through their martech stack Drive adoption of automated, always-on campaigns with real-time tracking and optimization Ensure accurate data input, campaign tracking, and reporting across all execution platforms Test and scale analytics use cases (e.g. product propensity, customer scoring, next best action) Agent & Distribution Integration Ensure strong integration between marketing strategies and agent / distribution channels to drive conversion and sales effectiveness Partner with BUs to strengthen agent adoption, conviction, and usage of ECM-generated leads and insights Frameworks, Governance & Scaling Best Practices Lead the development and rollout of ECM frameworks, standards, and playbooks to establish consistent Group-wide capabilities Define minimum capability standards and track BU adoption and maturity progression Establish standardized dashboards and reporting frameworks to monitor ECM performance across markets Set up governance cadence (e.g. reviews, scorecards, SteerCo inputs) to track progress, identify gaps, and drive accountability Innovation & Continuous Improvement Identify, test, and scale emerging technologies, digital solutions, and partnership opportunities to enhance ECM effectiveness Bring in external best practices and embed cross-market learnings within the Group ecosystem Continuously refine ECM strategies based on performance insights and evolving customer behaviour Stakeholder Management & Collaboration Act as a key connector across Group functions (Marketing, Analytics, Martech) and BUs to align priorities and execution Engage senior stakeholders to drive buy-in, influence decision-making, and accelerate adoption of ECM initiatives Facilitate knowledge sharing and best practice exchange across markets Minimum Job Requirements: 10–15 years of experience in digital / performance marketing, CRM / ECM, or e-commerce, with a demonstrated track record of driving revenue outcomes at scale Strong strategic thinking and business acumen, with the ability to influence senior stakeholders and drive alignment across markets and functions Proven experience in leading high-impact, data-driven marketing initiatives, delivering measurable improvements in conversion, repurchase, or customer value Experience working across multiple markets or regions, with the ability to n…