Head of Application (Salesforce, Non-SAP)

Role Overview

The Head of Application Systems is responsible for the strategy, delivery, and operational excellence of all Salesforce and Non‑SAP application platforms, covering CRM, eCommerce, web, and mobile solutions. This role leads large application teams and oversees complex, business‑critical systems that directly support customer engagement, revenue generation, and digital transformation.

A key aspect of the role is driving AI‑enabled application capabilities, ensuring the organisation leverages artificial intelligence, automation, and advanced analytics to improve customer experience, productivity, and decision‑making.

Key Responsibilities

Application Strategy & Leadership

• Define and own the enterprise application strategy for Salesforce and Non‑SAP platforms, aligned with business priorities and technology roadmap.
• Provide strategic leadership across CRM, digital commerce, web, and mobile ecosystems.
• Serve as the primary technology partner to Business, Product, Marketing, Sales, and Operations leaders.
• Ensure application platforms are scalable, secure, resilient, and fit for future growth.

Salesforce Platform Leadership

• Own end‑to‑end accountability for Salesforce CRM platforms, including Sales Cloud, Service Cloud, Experience Cloud, and related ecosystems.
• Drive best practices in Salesforce architecture, development, integration, release management, and governance.
• Oversee Salesforce enhancements, customisation, and integrations with enterprise and third‑party systems.
• Ensure optimal usage of Salesforce capabilities to support customer lifecycle, sales effectiveness, and service excellence.

Non‑SAP Applications & Digital Platforms

Lead all Non‑SAP enterprise applications, including:

• eCommerce platforms
• Customer‑facing websites and portals
• Mobile applications (iOS, Android)
• Marketing, content, and customer engagement systems
• Ensure seamless integration across digital channels and backend systems.
• Rationalise and modernise the application landscape to reduce complexity and technical debt.

AI‑Driven Applications & Innovation

• Champion the adoption of AI and intelligent automation across application platforms.
• Drive practical use of AI in areas such as:
  • CRM intelligence and personalisation
  • Customer insights and predictive analytics
  • AI‑assisted service, sales, and marketing workflows
  • Chatbots, virtual assistants, and intelligent self‑service
  • Partner with Data, Architecture, and Security teams to ensure ethical, secure, and compliant AI usage.
  • Translate emerging AI capabilities into real business value.

Delivery & Operational Excellence

• Own application delivery across multiple teams, vendors, and geographies.
• Establish strong SDLC, DevOps, and release management practices.
• Ensure high availability, performance, and support for Tier‑1 business systems.
• Manage application risks, incidents, and compliance requirements.

People & Vendor Management

• Lead, mentor, and develop application leaders, architects, and engineering managers.
• Build high‑performing teams with strong product, platform, and customer focus.
• Manage strategic vendors, system integrators, and SaaS partners.
• Drive talent development in Salesforce, digital platforms, and AI‑adjacent skills.

Required Skills & Experience

Experience & Background

• 12+ years of experience in enterprise application delivery and leadership.
• Proven experience leading Salesforce CRM platforms in large, complex organisations.
• Strong background in Non‑SAP application ecosystems, including eCommerce, web, and mobile platforms.
• Experience operating in large‑scale, customer‑centric digital environments.

Technical & Platform Expertise

• Deep understanding of Salesforce architecture, integrations, and governance models.
• Strong knowledge of digital platform architectures (CRM, eCommerce, CMS, mobile).
• Experience integrating SaaS platforms with enterprise systems via APIs and event‑based architectures.
• Solid understanding of cloud‑based application landscapes.

AI & Innovation

• Strong appreciation and practical understanding of AI‑enabled applications.
• Experience embedding AI and automation into CRM, digital channels, or customer platforms.
• Ability to assess AI use cases, risks, and ROI in an enterprise context.

Leadership & Stakeholder Management

• Proven people leader with experience managing senior application and platform teams.
• Strong ability to engage business leaders and translate strategy into delivery.
• Excellent communication skills, able to articulate complex technical concepts clearly.

Argyll Scott Singapore Pte Ltd
EA License No. 16S8105
Koh Ching Wen (Xu Jingwen)
EA Reg No: R1108631