Assistant Manager, CRM, Asia Pacific
Hong Kong

Assistant Manager, CRM, Asia Pacific


Overview of the role :

CRM enhances our customers’ experience and engagement through data driven and customer centric strategies and Lifecycle / Direct-to-Customer Communication.

Understanding our customers’ purchase behavior, needs and desires, we work closely with various business units to optimize customer experience and strengthening brand loyalty.

This regional role of Assistant CRM manager plays an important role in implementing and managing the CRM platform, programs and communication to drive customer retention & acquisition, enhancing customer experience and engagement across our markets in Asia.

Key Accountability :

  • Develop a customer centric and omni-channel driven regional CRM approach for customer acquisition, re-engagement and retention
  • Manage and oversee workstreams and activities in key projects to support timely and high-quality delivery of the overall CRM roadmap
  • Support key initiatives and marketing programs that engage existing and potential consumers to build awareness of and loyalty to the brands
  • CRM Strategy and Management

  • Assist Director to develop, implement and continuously refine the regional omni-channel CRM strategy for customer lifecycle, loyalty program, onboarding, growth and retention programs
  • Support initiatives that engage existing and potential consumers to build awareness of and loyalty to the brand
  • Develop and create marketing programs and campaigns driven by analytics and customer insights in collaboration with both internal marketing teams and external partners
  • CRM Platform and systems :

  • Support the pan Asia implementation of the CRM database and other tools (e.g. Campaign Management, Analytics) across the project lifecycle
  • Working closely with business stakeholders across the organization to capture key requirements and required data collections at key touchpoints in the customer life cycle
  • Manage implementation and training of end-users including back office and store staff
  • Collaborate with IT, CRM agency and other key stakeholders to continuously enhance the regional CRM platform and systems
  • Data Analytics

  • Work closely with Regional CRM agency and local teams to aggregate customer profiles, preferences, behavior and purchases across all available database to improve targeting and segmentation of customer base and drive desired customer behavior with CRM / Marketing campaigns
  • Analyze response and behavioral data, deliver systematic reporting, campaign post-mortem on CRM activities
  • Utilize ROI analytics to understand CRM economies and identify trends to optimize campaign performance
  • Conduct periodic quality control checks, ensuring that messaging / creative conform to industry best practices for deliverability and customer engagement.

  • Minimum 5 years of experience in CRM or related field, preferably in retail or fashion industry within a brand or consultancy
  • Project management experience is considered a plus
  • Regional / International exposure will be an advantage
  • Education : Bachelor’s Degree in Business, Marketing or related field preferred

    Skills :

  • Strong organizing skills and the ability to work on multiple projects and tasks in parallel with attention to details and deadlines
  • Data and numerically savvy with ability to read and interpret customer analysis report
  • Excellent analytical, and problem solving skills
  • Ability to analyze customer journeys and processes in order to come up with new methods and tools to drive business improvements
  • Team player that can build strong working relationships across internal and external teams
  • Knowledgeable about social media, digital marketing, and other forms of communicating with customers
  • Excellent communication and interpersonal skills with the ability to effectively present ideas and proposals
  • Good command of written and spoken English, Cantonese, and Mandarin
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