Global Digital Content And Social CoE Lead

Purpose of the Role

The Global Digital Content and Social CoE Lead is responsible for shaping and driving the global customer engagement strategy across CRM, social media, and digital content within the Digital and Loyalty function. The role focuses on delivering a consistent, data-driven, and high-impact customer experience across Web, App, CRM, and Social, supporting growth, retention, loyalty, and measurable business outcomes.

Key Responsibilities

Global Strategy & Leadership

• Define and execute a unified global strategy across CRM, social media and digital
• content
• Lead and develop a high-performing, cross-functional team spanning CRM, social,
• and content disciplines
• Ensure alignment between global strategy and regional execution, with scalable
• frameworks and governance

CRM Strategy & Lifecycle Management

• Own the global CRM strategy across email, push notifications, SMS, and App
• Design and optimize end-to-end customer journeys to drive acquisition, engagement,
• retention, lifetime value and data enrichment
• Leverage segmentation, personalization, and A/B testing to continuously improve
• performance

Social Media & Community Engagement

• Define and lead the global social media strategy for customer engagement
• Build and scale community engagement initiatives
• Ensure consistent brand voice, tone, and interaction standards across all social
• platforms

Digital Content Strategy, Planning & Enablement

• Own the global digital content strategy supporting digital touchpoints
• Lead content planning, editorial direction, and campaign alignment across all
• touchpoints: Web, Social, CRM, and App
• Apply A/B testing and content experimentation to refine messaging, formats, and
• channel effectiveness

Enablement & Operational Excellence

• Build scalable enablement models (playbooks, toolkits, templates, training) for CRM,
• social, and content teams globally
• Embed a culture of test-and-learn, ensuring teams adopt A/B testing and continuous
• optimization practices
• Drive adoption of best practices, tools, and processes across regions

Technology & Platforms

• Lead the use and optimization of Salesforce (Marketing Cloud, or related tools) for
• CRM execution
• Drive automation and use of AI with meaningful business outcomes

Performance & Analytics

• Define KPIs across CRM, social, and content to measure engagement, retention, and
• effectiveness
• Analyse results from A/B tests and experiments to generate actionable insights
• Use data to continuously optimize strategies and campaigns

Cross-Functional Collaboration

• Collaborate with Marketing, Data, Loyalty, Ecommerce, and Regional teams
• Ensure alignment of content and tone of voice across channels
• Support global campaigns, launches, and key business initiatives

What We Are Looking For

• 10+ years of experience driving CRM, social media, and digital content strategies in a global environment
• Strong experience in B2C industries such as retail, travel, or hospitality
• Proven expertise in CRM lifecycle management, personalization, and data-driven optimization
• Experience in community engagement and loyalty programs at a global scale
• Hands-on experience with Salesforce (Marketing Cloud) and familiarity with CDPs, marketing automation, and content management systems
• Strong capability managing content ecosystems across Web, Social, CRM, and/or App environments
• Collaborative leadership style with excellent communication, storytelling, and stakeholder management skills