Regional Head of Data Analytics & CRM

  • Company: Moët Hennessy Asia Pacific
  • Location: Singapore
  • Business group: Wines & Spirits
  • Contract type: Permanent Job
  • Function: Marketing
  • Experience required: Minimum 10 years
  • Reference No.: MHAP00206
  • Date of publication: 2018.12.12


Drive the data culture and build data capabilities within Asia Pacific both in terms of technical and competency of the community.

Develop and implement the CRM backbone that aligned with stakeholders and drive growth in both recruitment and retention of the platform

Provide strategic direction on data usage, insight gathering and connect with other departments (IT, Legal etc) to develop a holistic data strategy


Data/CRM strategy & architecture


  • Owner of the data strategy and design the data structure in effectively track both B2B2C and B2C journey. Focus in assisting Online Sales, Marketing & Finance team in monitoring performance / optimizing investments.


  • Master of global platforms and understand their different capabilities in designing solutions such as Google analytics, social listening, CRM and Data warehouse.


  • Working with global stakeholders including MH Digital, MHIS, global and local team in developing the CRM solution while understanding different data needs, identify data sources capabilities/constraints and building a phased roadmap in delivering business impacts through data


Data analytics & insights


  • Create and lead a CRM, data, and analytics insight hub that fuels the growth of all commercial revenue streams


  • Devise insight strategies across all business areas and products in order to plan, develop, and execute effective campaigns


  • Drive deeper consumer engagement and help brand team in develop communication strategies


  • Be responsible for the provision of in-depth and relevant data to drive growth across different markets within the region


  • Using dashboard solutions and deliver different data representation in providing business insights to key stakeholders according to their needs and perform root cause analysis in case of incidents.


  • Gate-keeper of all data reports/dashboards template that consistently used within the region and ensuing security/integrity of the company database


  • Manage different vendors/partners such as media and data agencies in delivering regular comprehensive reports and analysis in areas of (and not specifically to) Media investment, post-campaigns and digital performance scorecard.





  • Create best practice cases in educating community and be the frontier to drive the data culture
  • Liaise and communicate effectively with the MH global and local teams to ensure the smooth and effective implementation of system to the targeted consumer
  • Liaise with external parties and collaborate with major platforms, e.g., Media/PR/eDM agencies and other vendors


Business Assessment:

  • Regular analysis and review of brand performance, ensuring clear understanding of opportunities and threats
  • Prepare reports and reviews for visiting senior management and Maison representatives including presentations such as formal Business Reviews and annual Brand Plans

Additional information



  • Marketing, Business or Mathematics Degree


  • English
  • Chinese is preferred


Professional experience & know how:

  • Minimum 12 years in marketing, consumer insights or data analytics role
  • Experience in building data architecture with proven track records
  • Experience in setting up a CRM program (both frontend and backend)
  • Appreciation of luxury goods market requirements and experience in luxury goods sector is a plus
  • Vendor Management
  • Exposure to other markets