Director/Head, CRM - Marketing

Location: Singapore/ Bangkok


"To be the most loved everyday food and groceries destination!" - that’s our mission at foodpanda (small ‘f’).

foodpanda is the largest food and grocery delivery platform in Asia, outside of China. Operating in more than 400 cities across 11 markets, we continue to expand and grow in our core food delivery business, as well as in new verticals like grocery deliveries, with a strong tech infrastructure at our core. From our restaurants-partners, cloud kitchens and cloud grocery stores - foodpanda is just one tap away, getting everything you need into your hands quickly and conveniently!

We are looking for enthusiastic problem solvers to join us in scaling our platform, to digitalise businesses in Asia, uplift rider livelihoods and build a hyper-convenient platform for our customers. If you love working with technology to create solutions and are not afraid to roll up your sleeves to get things done, you will find your tribe here at foodpanda. Our diverse and high-performing team comprises people from more than 60 nationalities, and we welcome all experiences, backgrounds, and perspectives.


About the Role

The role will be based in Singapore and will lead a team of 13. Your team is part of the APAC CRM team which owns the full customer lifecycle of users in 11 countries across the APAC region including Taiwan, Hong Kong, Malaysia, Philippines and more. As Regional Head of CRM  you will focus on growing the Monthly Active Customer base, driving retention, reactivation and acquisition and building a trusted relationship with our customers. You will also drive automation of CRM campaigns, optimizing for GMV uplift and utilizing the latest and most innovative MarTech techniques.


You and your team are responsible for defining the CRM strategy and developing and optimizing scalable, customer-focused CRM flows. These flows are based on insights and customer needs, serving relevant, valuable, and engaging content at the right stage of their customer journey.


The leader of this team needs to be analytical, strategic and good with data. Critical thinking is a must to enable definition of clear priorities for the team. To ensure success, you must be able to build strong and positive relationships with key team members and internal stakeholders in a sophisticated international environment.


Key areas of Responsibility:

  • Scale and build flows based on user behaviour and personalization to drive automation of 80% of CRM volumes
  • Optimize and innovate within CRM Lifecycle flows to drive for incremental acquisitions, reactivations and retention while also driving High Value Actions for long term growth
  • Design and leverage customer segmentation models such as RFM, CLV and Dynamic Churn to drive for highest possible activation uplift in user base
  • Collaborate with the Central Retention team to roll out automated features for CRM
  • Leverage advanced data science backed models within CRM such as Reorder Probability, Next Best Action and Best Performing Voucher models
  • Define the CRM strategy and quarterly priorities for your team and align the plan with key stakeholders in the organization
  • Own and manage a CRM incentives budget in conjunction with countries, ensuring that there is ROI across all flows. Optimize the voucher construct design to maximize customer uplift while maintaining efficiency of spend
  • Coordinate with internal stakeholders such as Partnerships, Quick Commerce, Loyalty and Commercial teams to provide visibility and reach via CRM to encourage cross-trial and adoption
  • Manage and own the CRM monthly ad-hoc slots as well as frequency caps to manage for internal resource planning and customer experience
  • Cultivate a hypothesis-driven test-and-learn attitude based on customer insights and AB testing
  • Clear and concise performance tracking for Lifecycle Growth marketing, focused on driving customer activation uplift at highest possible efficiency
  • Coach and develop talent across the team, building culture, setting goals, establishing standards, and achieving outcomes.
  • Collaborate with the brand team and ensure relevant and valuable key messages for the customer segments
  • Build and grow a strong relationship with Braze to ensure that the team has the best and latest CRM knowledge and awareness of feature enhancements
  • Manage the setup and coordination for all ad-hoc campaigns across 11 countries on a daily basis
  • Work closely with the Performance Management team for integration of CRM and paid online media, so that either channel is leveraged at the right time for the right segment of customers



  • 10 + years of experience in CRM or similar marketing role, preferably within e-Commerce, Quick Commerce or Tech at a regional level
  • Experienced in leading and running a mid-large team, setting clear objectives, building roadmaps and driving performance.
  • Demonstrated ability in developing strategies, translating them into initiatives, and tracking successful delivery.
  • Strong conceptual and analytical skills paired with sharp critical thinking and the ability to present clearly defined and structured plans to the leadership team.
  • Excellent Marketing expertise with the ability to develop customer-focused plans along the customer funnel and lifecycle.
  • Experience in optimizing creatives, copy, and design details to ensure high quality of messaging, and strong GMV uplift.
  • Proven track record in managing internal stakeholders and building partnerships with external CRM partners (ie Braze).
  • Ability to balance, prioritize, and meet deadlines in a rapidly changing environment.
  • Excellent interpersonal skills and ability to communicate effectively across all levels of the organization.

Comfortable with:

  • Working in a sophisticated, global, and fast-moving environment
  • Building scalable, automated CRM programs by demonstrating technology and data
  • Proven experience working  with CRM tools such as Braze and Salesforce
  • Large amounts of data and analyzing customer trends and customer segmentation for CRM targeting


Our parent company, Delivery Hero, is a global leader in the food delivery industry processing over 3 million orders every day and operating in 40+ markets in the world, with 18,000 employees and approximately 500,000+ restaurant partners.

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