Head of Digital & Customer Marketing

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Sony Electronics Singapore is seeking a strategic and commercially driven Head of Digital & Customer Marketing to lead the company's digital growth, customer engagement (CRM & loyalty), and e-commerce functions.

The role is accountable for establishing strategic direction, driving business performance, developing organisational capabilities, and ensuring effective execution through a team of specialists.

The role also serves as the local lead for digital transformation and customer technology initiatives, partnering closely with regional headquarters and cross-functional stakeholders to implement new systems, processes and capabilities that support Sony's evolving customer strategy.

What you will be doing

1. Strategy & Business Performance

• Define the annual Digital, E-commerce and Customer Marketing strategy aligned with business objectives

• Establish department priorities, KPIs and resource allocation plans

• Own departmental performance across Digital Marketing, CRM, E-commerce & Product marketing — including sales, profit, traffic, acquisition, engagement and retention

• Identify growth opportunities and provide strategic recommendations to senior management on market trends, customer behaviour and digital opportunities

• Drive a performance and accountability culture, underpinned by regular business reviews and reporting to local senior management and regional headquarters.

2. Team Leadership & Capability Development

• Lead and develop a multidisciplinary team across Digital Marketing, E-commerce, CRM & Loyalty and Product Marketing (only selected DTC exclusive categories)

• Provide coaching, guidance and decision-making support to team members

• Establish clear roles, responsibilities and development pathways

• Foster collaboration, innovation and continuous improvement within the team

3. Stakeholder & Cross-Functional Management

• Serve as the primary lead between local business teams and regional headquarters on customer and digital initiatives

• Align priorities across Product Marketing, Sales, Sony Store, Customer Service and external partners

• Facilitate decision-making and resolve cross-functional challenges that impact business performance

• Ensure local market requirements are represented in regional and global discussions

4. Digital Transformation & Operational Excellence

• Act as the local business owner for customer marketing systems, platforms and transformation initiatives

• Lead the evaluation, implementation and adoption of new customer engagement, loyalty and marketing technology solutions

• Establish governance frameworks, operating procedures and performance standards across the department

• Champion process improvement, automation and data-driven decision making

• Oversee risk management, compliance, escalation management and operational issue resolution

5. Product Marketing — PlayStation, Reon & Xperia

• Provide oversight for go-to-market and in-store marketing execution for PlayStation, Reon and Xperia categories, sold exclusively through Sony Store

6. Success Measures

• Achievement of Digital, CRM, E-commerce & Product Marketing KPIs

• Customer acquisition and retention growth

• Revenue & profit contribution from e-commerce channels

• Successful implementation of transformation initiatives

• Team engagement and capability development

• Operational efficiency improvements

• Stakeholder satisfaction and cross-functional alignment

What you should have

• Bachelor's degree in Marketing, Business, Digital Commerce, Data Analytics, or related discipline.

• 10+ years of experience in commercial, business management, digital, customer, or transformation roles, with strong business acumen, analytical capabilities, and experience translating data and insights into actionable business strategies.

• At least 5 years in a people leadership role managing cross-functional teams.

• Experience leading teams across multiple disciplines rather than a single specialist area.

• Experience working in a matrix organisation with regional or global stakeholders.

• Consumer electronics, retail, FMCG, telecommunications, travel, banking or other customer-centric industries preferred.

What will help you succeed

Leadership

• Translates business objectives into clear digital and customer strategies

• Balances short-term commercial delivery with long-term capability building

• Influences and aligns stakeholders without direct authority — across HQ, local teams, and external partners

• Leads specialists confidently without needing to be the strongest practitioner in the room

• Delegates clearly, coaches effectively, and builds strong team accountability

Functional Knowledge

• Solid grasp of customer lifecycle, CRM, segmentation, retention, and loyalty — strategic understanding over hands-on execution

• Working knowledge of performance marketing, paid media, attribution, and digital analytics

• Familiarity with DTC, marketplace ecosystems, and omnichannel customer journeys

• Comfortable acting as the business owner on transformation projects (CRM, loyalty platforms, marketing automation, e-commerce) — setting requirements and driving adoption

• Interprets data to explain why performance moved, not just report that it did

Mindset

• Creates structure in ambiguous situations

• Takes ownership of problems without a clear home

• Builds solutions rather than waiting for direction