Head of Digital & Customer Marketing

Overview

Sony Electronics Singapore is looking for a strategic and commercially minded Head of Digital & Customer Marketing to spearhead the company's digital expansion, customer engagement through CRM and loyalty programs, and e-commerce operations. This leadership role encompasses setting strategic direction, enhancing business outcomes, building team capabilities, and ensuring the effective implementation of initiatives via a team of specialists. Additionally, the position acts as the local lead for digital transformation and customer technology projects, collaborating closely with regional HQ and cross-functional partners to install new systems, processes, and capabilities that support Sony's customer-focused strategies.

Key Responsibilities

• Develop the yearly strategy for Digital, E-commerce, and Customer Marketing aligned with company goals.
• Set department priorities, key performance indicators, and resource planning.
• Manage overall performance across Digital Marketing, CRM, E-commerce, and Product Marketing divisions, monitoring sales, profit margins, web traffic, customer acquisition, engagement, and retention.
• Identify growth opportunities and deliver strategic insights on market trends, consumer behavior, and digital prospects to senior leadership.
• Promote a culture centered on high performance and accountability, supported by regular reviews and reporting to senior management and regional teams.
• Lead a multidisciplinary team covering Digital Marketing, E-commerce, CRM & Loyalty, and Product Marketing for selected direct-to-consumer categories.
• Coach and mentor team members, offering guidance and decision support.
• Define roles, responsibilities, and career development paths within the team.
• Cultivate a collaborative, innovative, and continuously improving team environment.
• Act as principal liaison between local business units and regional HQ regarding customer and digital initiatives.
• Coordinate priorities across Product Marketing, Sales, Sony Store, Customer Service, and external partners.
• Facilitate cross-departmental decisions and resolve conflicts that may affect business outcomes.
• Ensure local market needs are accurately represented in regional and global deliberations.
• Own customer marketing systems, platforms, and transformation activities locally.
• Lead adoption and deployment of new customer engagement, loyalty, and marketing technologies.
• Implement governance models, operating procedures, and performance standards for the department.
• Drive process enhancements, automation initiatives, and data-informed decision making.
• Manage risk, compliance, escalation, and operations problem-solving efforts.
• Oversee product marketing efforts for PlayStation, Reon, and Xperia categories sold exclusively at Sony Store, including go-to-market and in-store marketing execution.

Success Criteria

• Achievement of KPIs across Digital, CRM, E-commerce, and Product Marketing.
• Growth in customer acquisition and retention rates.
• Revenue and profit contributions from e-commerce channels.
• Successful realization of digital transformation projects.
• Enhanced team engagement and skill development.
• Operational efficiency gains.
• Positive stakeholder feedback and effective cross-functional collaboration.