Digital Services Manager, Thailand and Vietnam

About The Role

In the ever-evolving luxury retail environment, clients expect a seamless integration of traditional elegance with innovative digital engagement. Digital and data capabilities are essential for unlocking growth potential across Thailand and Vietnam—two high-growth, high-potential, yet profoundly distinct markets for CHANEL in the SEAA region. Our Digital Solutions are designed to support the brand’s growth and business ambitions. 

Success in this function requires fostering partnership, transparency, and alignment across markets and divisions, ensuring digital initiatives meet the diverse needs of our clients. The Digital Services Manager acts as a strategic advisor to business teams in Thailand and Vietnam, championing best-in-class client activation tactics, supporting the design of sophisticated client journeys, and steering a culture of innovation and test-and-learn. This role is a critical enabler for future-proofing the business and seizing growth opportunities through both client acquisition and loyalty across Fashion, Fragrance & Beauty, and Watches & Jewellery divisions. 

Key Responsibilities:

1. Strategic Leadership in Client Activation 

• Act as the local reference and technical expert for all client touchpoints (EDM, SMS, MMS, 1:1 clienteling, local platforms) powered by Salesforce Marketing Cloud. 
• Serve as a strategic advisor and proactive partner to business teams, translating business needs into holistic client activation strategies. 
• Champion a performance-driven culture by establishing robust briefing structures, KPI frameworks, and post-activation feedback loops. 
• Spearhead a structured roadmap of local pilots and proof-of-concepts to drive innovation and elevate client engagement. 

2. Journey Design & Campaign Optimization 

• Ideate and design complex, client-centric journeys across all stages (pre-, during, and post-boutique visit) to drive traffic and engagement, embedded in local CRM ecosystems and landscape (Thailand and Vietnam) 
• Collaborate with internal SFMC experts to bring business needs to life through tailored journeys. 
• Provide elevated targeting and segmentation strategies to maximize campaign performance and efficiency. 
• Design end-to-end RSVP flows for events, including cloud pages, RSVP management, on-site check-in, and post-event journeys. 
• Define and deliver differentiated client journeys on local platforms (e.g., Line BC, Zalo exploration) across sampling, events, marketing, and services. 
• Champion the solutioning of hyper-personalized journeys and online experiences 

3. Infrastructure & Process Excellence 

• Optimize campaign management processes and ensure continuous improvement through insights and feedback. 
• Collaborate closely with the Data Analytics Manager to activate client data and generate actionable insights. 
• Join cross-functional taskforces for large-scale initiatives, delivering scalable end-to-end solutions. 
• Reflect on existing processes and propose enhancements to elevate operational efficiency and effectiveness. 
• Ensure accuracy and relevance of CRM reporting and post-activation learnings. 

4. Collaboration, Capability Building & Regional Integration 

• Bridge CRM and media strategies to enhance media investments through first-party data enablement. 
• Animate a community of marketing users, fostering knowledge transfer and upskilling to build organizational capabilities. 
• Stay abreast of industry innovations and best practices, cultivating a local network of partners and agencies. 
• Embrace a regional mindset by sharing best practices and learning from other SEAA markets. 
• Contribute to the ideation of One House client paths and activations, and circulate generated intelligence internally. 

You are Energized by  

• Collaborating with a large and diverse stakeholder landscape (internal and external), managing multiple projects and priorities in parallel. 
• Translating complex and diverse business objectives into tangible client activation strategies with clear outcomes and KPIs. 
• Sharing your knowledge with the business user community, fostering organizational capability elevation. 
• Striving for simplicity and managing ambiguity, making autonomous decisions using sound judgment. 
• Building connections and relationships, working on critical topics, and facilitating meaningful conversations in a non-hierarchical environment. 
• Engaging with the wider community throughout SEAA and North Asia, leveraging best practices from other markets and regions. 

What You Will Bring  

• Degree in management, digital marketing, communications or equivalent 
• A strategic perspective and deep industry knowledge in client journey design and CRM solutions. 
• A successful track record in digital marketing funnel strategy and CRM (8-year experience in the field) and SQL proficiency
• Expertise in Salesforce, especially Marketing Cloud (SFMC certification—email specialist as a minimum requirement). 
• Knowledge of and interest in local platforms such as LINE and Zalo. 

• Proficiency In English

• Excellent communication and presentation skills, with the ability to articulate digital concepts and strategic recommendations to stakeholders. 
• A pioneering spirit, balanced with a profound respect for the traditions that define CHANEL. 

What Chanel Can Offer You  

• Brand Legacy: In-depth exposure into the rich brand and cultural evolution of the House of Chanel. 
• Leadership: Collaborate closely with Market, Regional and Global leadership to develop strategic goals.  
• Talent Development: Chanel is committed to developing and empowering our people.   
• Collaborative Culture: Be part of a collaborative and inclusive culture, where diverse perspectives are valued, and partnerships are fostered across functions and regions.   
• Support and Resources: As a leader at Chanel, you will have access to the resources, support and infrastructure needed to continue to grow successfully.  

At Chanel, we are focused on creating an inclusive culture that nurtures personal growth, contributing to collective progress. We believe the uniqueness of each individual increases the diversity, complementarity, and effectiveness of our teams. We strongly encourage your application, as we value the perspective, experience, and potential you could bring to Chanel.