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.
Job Purpose
The E-commerce Business Development Director is responsible for driving business growth, acquiring new clients, expanding revenue opportunities, and developing strategic partnerships across e-commerce, social commerce, and digital commerce services.
The role leads the end-to-end business development process, from opportunity identification, solution development, proposal preparation, commercial negotiation, and contract closure through to business handover.
Key Responsibilities
• Develop and execute business development strategies aligned with revenue and profitability
targets.
• Identify and acquire new clients across e-commerce, social commerce, digital marketing, live commerce, and related services.
• Build relationships with senior decision-makers and strategic business partners.
• Lead client meetings, business pitches, proposal development, pricing, and contract
negotiations.
• Translate client requirements into integrated commercial solutions.
• Work closely with Account Management, E-commerce Operations, Marketing, Content,
Creative, Live Commerce, Influencer, Finance, and other relevant teams.
• Manage sales pipeline, revenue forecast, conversion rate, deal value, and closing plans.
• Ensure proposed solutions are commercially competitive, operationally feasible, and
profitable.
• Identify cross-selling, up-selling, contract renewal, and account expansion opportunities.
• Develop partnerships with platforms, technology providers, agencies, logistics providers, and other ecosystem partners.
• Ensure effective handover of new clients to Account Management and operational teams.
• Monitor market trends, competitors, platform developments, and new business
opportunities.
• Lead, coach, and develop the Business Development team.
• Establish business development processes, reporting standards, and commercial governance.
Qualifications
• Bachelor’s or Master’s degree in Business Administration, Marketing, E-commerce, Digital Business, or a related field.
• At least 10 years of experience in Business Development, Commercial, Sales, E-commerce, Digital Marketing, or related fields.
• At least 5 years of experience in a senior management or leadership role.
• Proven track record in acquiring clients and achieving revenue targets.
• Strong understanding of e-commerce, social commerce, marketplace operations, and digital services.
• Experience in strategic pitching, solution development, pricing, and contract negotiation.
• Strong commercial, financial, presentation, and stakeholder-management skills.
• Good command of written and spoken English.
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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About The Role
As Business Solution Lead, you're the senior operator who turns complex brand problems into Ripples solutions — and then closes them. Reporting directly to the CCO with no team beneath you, you're deliberately a solo seat: we rebuild the bundle for every client we win, and the scoping, pricing, and pitch are senior work that doesn't scale by adding juniors.
You'll work the CCO's named account list and the deals that come in through senior channels — brands that need to buy an
end-to-end solution across our seven service lines (Commercial Live, Fulfillment, Affiliate, Shop Management, KOL, Video
Production, and — selectively — Marketing), not a point service. You'll partner with delivery leads to build the right mix (not
the biggest one), price it, prove we can staff it at margin, pitch it to brand leadership, and hand delivery to the cluster manager
at signature. The commercial relationship stays with you — for the next deal, and the next.
Your five-step mandate:
1. Target — Work the CCO's named account list and meet existing clients to find the next service line.
2. Solution — Build the bundle with delivery leads across our seven service lines. Right mix, not biggest mix.
3. Feasibility — Price the package. Prove we can staff it and deliver at margin.
4. Pitch — Present to brand leadership and close the commercial terms.
5. Hand over — Cluster manager takes delivery at signature. The commercial relationship stays here, for the next
deal.
Key Responsibilities
1. Win new clients — solutioning, then the pitch
• Turn a brand's problem into a Ripples bundle — scoped across seven service lines and made real by pulling in the
right delivery leads early.
• Work the accounts the CCO names — the deals we decide to go after, not only the ones that come in.
• Present to the brand's senior leadership and close the commercial terms.
• You own new-business PC1.
2. Grow the clients we have — upsell and cross-sell
• Sit with existing clients and their cluster manager to find the next service line, then scope and close it.
• Keep the commercial relationship after the cluster takes delivery, so there is always someone whose job is the next
deal.
• You own the client relationship.
3. Prove we can deliver it — package feasibility
• Price the package, confirm we can staff it, and model the margin before anything is promised.
• Say no — to a bad-fit brief, an unbuildable scope, or a price that only works on paper.
• You own what we promise.
Qualifications
Must-have — no offer without these
• Consulting mind: 5+ years with a management consulting skillsets — or the same structured problem-solving
muscle built elsewhere.
• Commerce fluency: Background in commercial, retail, or e-commerce. People from the sector pick up seven
service lines far faster.
• Client-facing: You've sold and presented to senior client stakeholders, and can hold the room without being carried.
• Numbers: You build and defend a feasibility model. You read a P&L. You aren't talked out of the maths.
• Agile: Small team, no support layer. You go the extra mile because the job needs it — not because someone asked.
Strongly wanted — the tie-breakers
• AI fluency is a baseline expectation, not a bonus. You actively use AI tools (ChatGPT, Claude, image/video generators, analytics co-pilots, automation tools) in daily work —research, modelling, deck-building — as your
default, not a claim.
• Language: Fluent English is required. Chinese or Korean is a real plus for the brands we're chasing.
• Range: You move between a founder conversation, a delivery lead's staffing plan, and a pricing model in the same
day.
• Judgement: Willing to say no to a bad-fit brief — including one that came from the top.
How We'll Assess You
Four steps. We test the work, not the CV.
1. Scoping case — We give you a real brand brief. You build the bundle and defend why those service lines and not
the others.
2. Feasibility — You price it, staff it, and show the margin. We push on the assumptions.
3. Pitch — You present the solution to a panel, as you would to the client.
4. AI demonstration — You show how you used AI to get there — the tools and the thinking, not a claim.
Red flag: A relationship-only seller who needs someone else to build the scope. This isn't that seat.
What You'll Get
• Direct report to the CCO — one of seven at that layer — with a mandate to build a brand-new function that shapes
how Ripples wins the next tier of business.
• End-to-end ownership of the deals that matter most: from scoping to signature to onboarding, across seven service
lines and some of Thailand's most complex brand engagements — global sportswear, consumer electronics,
dermatology beauty, and FMCG.
• New-business PC1 target set at appointment— a clear number, a direct line of sight to impact.
• Work at the leading edge of AI-powered commerce — building ways of working that most agencies haven't
figured out yet.
• Fast-track your career in a hyper-growth commerce company (20 → 200+ in two years).
Who This Role Is For
We're hiring across two levels in this track. Apply once — we'll calibrate during the interview.
- Account Manager (3–5 yrs) — You own a client brand portfolio end-to-end as an individual contributor. You think like a brand strategist and execute like a commerce operator.
- Senior Account Manager (5–8 yrs) — You own larger or more strategic brand portfolios, manage 1–2 indirect reports, and sit shoulder-to-shoulder with the Account Director on planning, growth, and client leadership.
About The Role
As Account Manager / Senior Account Manager, you'll own the brand, marketing, and
commercial growth of an assigned client portfolio — translating brand strategy into executable plans across TikTok Shop, Shopee, Lazada, and beyond. You'll partner closely with client brand teams, internal Ripples functions (IMC, media, livestream production, creative, operations, fulfillment), and the Account Director.
This is a hybrid role: part senior client partner, part brand strategist, part commercial operator.
At the SAM level, you'll also start growing the next generation of the team.
Key Responsibilities
• End-to-End Brand Ownership: Own the brand strategy, GTM, and commercial performance
of an assigned client portfolio. Translate client objectives into integrated plans that drive
sales, share, and brand health.
• Client Partnership: Serve as the primary day-to-day partner for the client — lead business
reviews, planning sessions, and performance discussions. Build trust as a strategic advisor,
not just an executor.
• Marketing Campaigns & GTM: Plan and execute integrated 360 campaigns across product launches, hero SKU activations, and seasonal moments. Lead go-to-market from concept through post-launch review.
• Social Commerce Strategy & Execution: Direct the livestream, affiliate, short-video, and
creator playbooks for the brand. You're accountable for the calendars, the outcomes, and the next experiment to try.
• E-commerce & Retail Activation: Drive growth across TikTok Shop, Shopee, Lazada, and DTC; build the playbook for entry into modern trade and premium retail when the brand is ready. Own merchandising, promo calendars, and channel-level performance.
• Performance & Insights: Monitor sales, campaign performance, traffic, conversion, and platform KPIs. Translate insights into clear next plays — landed in decision-ready reports for the Account Director and client.
• Commercial Growth: Drive account growth through upselling, cross-selling, and identifying new opportunities. Support commercial negotiations, budgeting, and forecasting alongside the Account Director.
• Cross-Functional Orchestration: Quarterback Ripples' delivery engine for your portfolio — IMC, media, livestream production, creative, operations, fulfillment — to execute campaigns on-brand, on-time, and on-target.
• (SAM only) Team Leadership & Talent Development: Lead, coach, and grow 1–2 indirect reports. Set clear KPIs and expectations, give feedback that compounds, and build a culture of ownership and learning.
Qualifications
• Account Manager: 3–5 years of experience in account management, brand management,
marketing, e-commerce, or trade marketing.
• Senior Account Manager: 5–8 years of experience, including hands-on people leadership or substantive mentoring of juniors.
• Proven track record growing brands on TikTok Shop, Shopee, and Lazada, with hands-on experience across livestream, affiliates, short video, and creator/KOL programs — you understand how the social commerce flywheel actually spins.
• Strong commercial mindset — you can read a P&L, drive negotiations, and find the next
pocket of growth.
• Excellent client communication, presentation, and stakeholder management — you can hold the room with senior client partners.
• Data-focused with strong analytical and problem-solving skills; advanced Excel / Google Sheets and confidence with platform analytics.
• AI fluency is a baseline expectation, not a bonus. You actively use AI tools (ChatGPT,
Claude, image/video generators, analytics co-pilots, automation tools) to scale output,
sharpen decisions, and unlock leverage across your work and team.
• Working-level English to partner with global brand clients and regional stakeholders.
• Bachelor's degree in Marketing, Business Administration, Communication Arts, or related fields.
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