Purpose & Overall Relevance for the Organization:

• Develop and execute CRM strategies to acquire, retain, engage and recall consumers and enable online business.
• Lead and manage the day-to-day online CRM operations
• Manage budget for CRM online channels with a clear rationale of allocation
• Track and evaluate the effectiveness of online CRM activities, provide feedback and recommendations, and optimize for future strategies

Key Responsibilities:

CRM Strategy & Planning

• Create online CRM strategy for Tmall, JD, Douyin & PDD
• Collaborate with online Channels team and Brand Marketing team and work independently to create personalized and targeted CRM campaigns and communications
• Stay current on industry trends and best practises in CRM, recommending and implementing new technologies and strategies as needed

CRM Operations

• Lead and manage the day-to-day online CRM operations
• Cross-functionally coordinate with internal / external, local / global teams to ensure the high quality and timely CRM project delivery
• Outline and track KPI’s for each campaign

Financial Management

• Track and adhere to budget for online CRM projects
• Monitor and analyze CRM performance metrics to identify areas for improvement and drive data-driven decision making.
• Support business cases with clear rationale

People Management

• Manage online CRM team member to ensure seamless execution.
• Lead cross-functional communication and driving project implementation

Key Relationships:

• Channels (Tmall, JD, Douyin & PDD)
• Brand Marketing Team
• Global CRM
• Membership Analytics
• External Agency partners

Knowledge, Skills and Abilities:

• Proven ability to plan & execute CRM activities in online channels
• Good communication and stakeholder management skills
• Conflict resolution and problem-solving skills
• Adaptable to change and uncertainty with the flexibility to work in a fast-paced environment
• Fast learner, proactive working attitude and strong project management experience
• PowerPoint & Excel Savvy

Requisite Education and Experience / Minimum Qualifications:

• University degree or above
• Work experience in operating Tmall CRM is required, familiar with using Data Bank
• CRM agency experience is preferred
• Fluent in English