Lead the development and institutionalization of a customer-centric CRM culture across the organization. Define strategic direction and ensure execution excellence to enhance loyalty, retention, acquisition, and customer value, maximizing ROI through an optimized mix of relational and promotional initiatives.• Define and lead the CRM strategic roadmap, ensuring alignment with business objectives and customer lifecycle priorities across markets and channels.• Oversee the design and optimization of One-to-One and One-to-Many communication journeys, leveraging customer insights, segmentation, and predictive models.• Own CRM program governance are aligned with brand vision, customer experience standards, and cost-efficiency targets.• Drive end-to-end VIP gifting strategy and Lead CRM capability• Manage CRM analytics and reporting, partnering with central BI/IT teams.• Continuously assess CRM performance and Lead the team of client insight & clienteling.