About this role
- Job Location:
- The Parq Building
- Overview
- Minor Hotels is an international hotel owner, operator and investor, currently with a diverse portfolio of over 530 properties designed intelligently to appeal to a variety of travellers, serving new passions as well as personal needs. Through our Anantara, Avani, Elewana, Oaks, NH Hotels, NH Collection, nhow and TIVOLI properties, Minor Hotels operates in 50+ countries across Asia Pacific, the Middle East, Africa, the Indian Ocean, Europe and South America.
- The Assistant Director of CRM Platform & Data Governance supports the needs of the business by working with the Senior Director of Campaigns, CRM Marketing & Digital Engagement and the Global Head of CRM to govern and advance the CRM platform ecosystem — ensuring it is strategically aligned, commercially optimised, and operationally sound to support campaign execution and personalisation at scale across all regions.
- The Assistant Director of CRM Platform & Data Governance leads the platform governance function, coordinating internal teams and specialist resources to maintain and continuously improve the CRM marketing stack. The role requires direct working knowledge of Salesforce Marketing Cloud and Data Cloud, with broader familiarity across related platforms and disciplines sufficient to direct specialist resources effectively.
- This is a role that combines technical literacy with strong organisational and communication skills — translating platform requirements into clear workstreams, coordinating partners and vendors to deliver outcomes, and ensuring the wider CRM team can execute with confidence on a stable, well-governed platform foundation.
- The ideal candidate is as comfortable in a stakeholder meeting as they are reviewing a platform configuration — someone who can build alignment, manage complexity, and get things done through others.
- Platform Governance & Configuration
- Own the governance framework and standards for the enterprise CRM marketing stack — defining how platforms should be configured and maintained across regions, with execution supported by specialist resources
- Define and oversee the CRM function's consent configuration requirements — working with Legal, Compliance, and specialist resources to ensure guest consent preferences are correctly captured and audience reachability rules reflect regulatory obligations
- Own the CRM onboarding process for properties and outlets — defining the standards for correct configuration, governance compliance, and commercially optimal segmentation and contact rules, and coordinating delivery with specialist resources
- Manage platform user access, roles, and permissions across global and regional teams
- Own CRM enhancement QA and release governance — establishing the standards and sign-off process for journey builds, automations, and platform deployments, with testing execution supported by specialist resources
- Data Operations & Integrity
- Define the requirements for customer data operations supporting marketing use cases — including audience management, identity resolution standards, and data quality thresholds — and oversee delivery by specialist internal and external resources
- Act as the organisation's customer profile champion — setting standards for data accuracy, deduplication, and the anonymous-to-known profile merge, and overseeing the refinement of complex merge logic over time
- Partner with the Business Intelligence team on data architecture alignment — defining data residency, upstream requirements, and ensuring data models support segmentation and personalisation at scale
- Vendor & Partner Management
- Lead vendor and partner relationships across the CRM platform ecosystem — managing technology vendors for roadmap and contract alignment, coordinating implementation and consulting partners on platform workstreams, and aligning with IT on infrastructure and security requirements; this role is the primary point of accountability for partner delivery
- Serve as the internal point of contact on CRM platform capabilities — translating technical feasibility questions from marketing teams into clear direction for specialist resources, and ensuring platform decisions are commercially grounded
- Platform Evolution & Compliance
- Monitor emerging CRM platform and marketing technology trends, providing proactive recommendations on platform enhancements
- Stay current on data privacy regulations and proactively adapt platform governance standards in response
- Continuously improve platform operations, workflow efficiencies, and governance processes across the function
- Qualifications
- Proven hands-on experience with Salesforce Marketing Cloud, Salesforce Data Cloud, and Salesforce Personalisation — including configuring, enhancing, and optimising platform setups, with the technical depth to evaluate decisions, challenge specialist resources, and ensure quality outcomes
- Strong working knowledge of customer data platform concepts — including identity resolution, audience segmentation, consent integration, and data quality principles — with the ability to translate these into clear requirements for technical teams and external partners
- Familiarity with consent management principles and regulatory requirements including GDPR — able to define CRM-side requirements and oversee implementation by specialist partners
- Understanding of data governance frameworks — data residency, upstream/downstream data flows, and data quality standards for marketing use cases
- Proven project management skills — able to manage multiple concurrent platform workstreams, coordinate internal and external resources, and deliver against milestones
- Strong vendor and partner management experience — directing implementation and consulting partners, holding them accountable to delivery standards, and managing escalations effectively
- Experience working with Business Intelligence or data engineering teams and comfort navigating cloud data platform concepts
- Experience with omnichannel CRM execution across email, mobile push, in-app messaging, and messaging channels
- Proactive and self-directed — identifies platform risks and governance gaps before they surface, and takes initiative in proposing improvements
- Exceptional communicator and influencer — able to translate technical workstreams into clear updates for non-technical stakeholders, and to persuade and align teams across regions without direct authority
- Strong organisational skills with data-led prioritisation — comfortable managing competing demands across platform, governance, and partner workstreams simultaneously
- Ability to communicate platform progress and wins in business value terms, influencing stakeholder decisions on governance and platform investment
- Qualifications
- Bachelor's degree in Information Technology, Computer Science, Marketing Technology, or a related field required. Masters a plus.
- Experience
- Minimum of 7 years in CRM platform management, marketing technology operations, or a related technical marketing or project management role
- Demonstrated experience coordinating technology implementation or consulting partners, ideally in a platform governance or martech context
- Direct working experience with Salesforce Marketing Cloud and Salesforce Data Cloud is required
- Demonstrated experience in a governance, platform ownership, or programme management capacity within a regional or global organisation
- Experience in the hospitality, travel, or retail industry would be an added benefit
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