Senior Manager, Regional CRM

Sephora

  • Singapore
  • Permanent
  • Full-time
  • 8 days ago
At Sephora, beauty is about feeling seen, valued, and empowered, individually and collectively. It is connecting deeply with others, celebrating diversity and inclusivity, unlocking your potential and making a difference every day. Together, we belong to something beautiful.Sephora SEA's omni channel business spans over 8 countries (Australia, India, Indonesia, Malaysia, New Zealand, the Philippines, Singapore and Thailand) with 100+ stores and boasts some global flagships such as ION and Raffles City in Singapore, F88 in Kuala Lumpur and Pitt Street in Sydney. Sephora SEA is experiencing rapid growth in the region with new store openings and business channels (i.e., Click and collect and marketplace).Senior Manager, Regional CRMOur Marketing organization aims to inspire and connect people through meaningful storytelling, always pushing the norms and boundaries, one person, one community at a time.We are a strategic team of big thinkers and creatives who truly work interdependently to stimulate demand and driving traffic to our network. From developing marketing strategies, designing toolkits, connecting local consumer insights to our expertise & selection, planning our loyalty program, writing copy to building exciting in-store experiences, we are constantly finding ways remind beauty lovers why Sephora is extra-ordinary and cement our place as an authentic beauty expert.As Senior Manager for the CRM Team, you will lead the regional strategy and execution of personalized 1:1 member communications to inspire engagement, drive repeat transactions, and reduce churn across the customer lifecycle. In this role, you will report to the Regional Director of Media, CRM & Analytics, and partner closely with country teams, media, product, data, and external vendors to deliver high-performing customer journeys across channels like email (EDM), app push notifications, gamification modules, and more.You will also be responsible for evolving Sephora's personalization capabilities, including revamping the beauty profile, leveraging customer preferences, and scaling tailored product recommendations. This is a regional role with two direct reports requiring strategic oversight and hands-on impact.You will shine here if you enjoy…Driving CRM Strategy & Member Engagement
  • Own and evolve Sephora's CRM lifecycle strategy across APAC, focused on driving engagement, retention, and loyalty across all customer tiers.
  • Design and optimize communication journeys based on behavioral data, lifecycle stage, and customer tier.
  • Partner with data & analytics teams to build actionable audience segments and define CRM KPIs (e.g., repeat rate, reactivation rate, LTV uplift, churn reduction).
Leading Campaign Planning, Gamification & Execution
  • Lead the development of campaign calendars for EDM, App Push, and other direct-to-member channels.
  • Conceptualize and deliver personalized interactive CRM experiences, including gamification, interactive modules, and loyalty-linked engagement mechanics - beyond traditional CRM messaging.
  • Manage end-to-end campaign workflow from brief to reporting - including creative briefing, channel deployment, QA, and A/B testing.
  • Lead the campaign/project performance measurement and business case analysis, through in-depth data analysis, facilitated by SQL
  • Partner with country teams to ensure local relevance while maintaining regional consistency and strategic alignment.
Designing Personalization Strategy & Beauty Profile Enhancement
  • Develop and implement frameworks to collect and activate member preferences, traits, and behavior data.
  • Drive the revamp of Sephora's Beauty Profile to capture meaningful inputs that fuel personalized content and product recommendations.
  • Collaborate with tech/product to enhance 1P data utilization across CRM touchpoints.
Building Regional CRM Toolkit & Enablement
  • Build and maintain a scalable CRM toolkit including journey templates, playbooks, KPIs, test plans, and best practices.
  • Act as a regional CRM consultant for local teams, providing strategic guidance on campaign planning, tier management, and lifecycle optimization.
  • Partner with the loyalty, insights, and media teams to align on cross-channel KPIs and CRM-media integration opportunities.
We would love to hear from you if you are/have…
  • 8+ years of experience in CRM, retention marketing, or digital lifecycle management; ideally in beauty, retail, or e-commerce.
  • Comes with a Bachelor's Degree or higher in advertising, marketing, communications, or related field
  • Proven track record of leading customer engagement strategies and improving KPIs like repeat purchase rate, churn, or CLTV.
  • Strong understanding of CRM tools and platforms (e.g., Salesforce Marketing Cloud, Braze, Adobe Campaign).
  • Working knowledge of SQL and/or BigQuery or similar tools for data querying and segmentation is a strong plus.
  • Experience in data-driven personalization and 1st-party data activation.
  • Demonstrated people management experience, with a proven ability to coach and lead high-performing teams
  • Ability to balance strategic thinking with hands-on execution.
  • Excellent project management skills: ability to collaborate with cross-functional partners, prioritize high impact activities, and keep complex projects moving forward.
  • Excellent communication and stakeholder management skills; regional/multi-market experience is a plus.
Here, you will find:
  • Community, in which authenticity is embraced, and the strength of our differences fuels our collective spirit
  • Culture of empowerment, learning & growth, that offers you the tools, space and opportunity to learn, innovate and lead
  • Work that brings fulfilment, from delighting clients every day, to inspiring our industry at large, every action makes a difference
It is in the Sephora DNA to champion a world of inspiration and inclusion where everyone can celebrate their beauty. You can be yourself, because you are what sets us apart. Join us and belong to something beautiful.Sephora is proud to be an equal opportunity workplace for all. We do not discriminate in recruitment, hiring, training, advancement, or other employment practices. We celebrate diversity and are committed to creating and fostering an inclusive environment for all employees.

Sephora