Mission:
- CRM leadership in consumer connection & brand building on EC channel and lifestyle category.
- Leverage logic data to magic performance
This role as key driver to drive the development and excellence in execution of eCRM programs and lifestyle CRM campaign in APAC to enrich customer engagement and improve overall customer online experience via achieving a more personalized consumer journey.
- Working as a major role and responsible for TNF eCRM strategy (including T-mall, wechat miniAPP, douyin, JD, etc) , road map, planning and control of budget.
- Work with EC team, Digital marketing team, DT (IT support) & external agency to develop & manage integrated eCRM execution plans in consumer online touch point that includes acquisition, retention, database marketing, data analysis to achieve yearly goals.
- Build solid collaboration with 3rd party EC platforms and grab new growth opportunities both in new channel and mechanisms.
- Based on marketing strategy, work with other marketing functional team, business team, to define the overall shared brand strategy and vision, especially on lifestyle category. To achieve seasonal strategies and tactics and deliver integrated communications and messaging.
- Maximize data mining, customer behaviors and segmentation analysis to identify and implement right offers (based on outdoor culture & consumer digital insight) and programs to increase members' loyalty with maximized ROI.
Principal Accountabilities / 主要职责
Key Area of Responsibility:
eCRM strategy and planning:
- Refine omni channel consumer eCRM experience incl. rewards and redemption structure; enrollment experience; added benefits, etc. in accordance with CRM direction & framework
- Define multi-channel eCRM communication strategy with EC digital marketing teams
- Plan and deliver eCRM strategies and initiatives, incl. member events and activities
- Identify eCRM program and overall business KPIs and data sources; enable reporting; lead analysis
- Lead ongoing review of eCRM competitive landscape/trends in the market place
CRM program management on lifestyle category
- Work closely with brand marketing team to drive member acquisition via channels and campaigns, to ensure efficient program operations at all channels for achieving yearly targets.
- Delivery of acquisition, retention and data capture communications, incl. working with 3rd parties and partners on new opportunities.
- Set KPI, generate and compile CRM reports periodically and measure results of all initiatives to ensure effectiveness and drive continuous improvement
- Lead to enhance system functions and reports, update and refine SOP
- Manage vendors and work closely with internal functions to ensure effective CRM communications
Required Competencies:
- Strong communication with different parties and can build strategic work relationship.
- Strong data analytical skills and ability to translate data into actions against consumer insights
- Innovative
- Strong commercial acumen and a highly commercial outlook
- Consumer centric
- Planning & organizing
- Attention to details & Process oriented
- Energetic and enthusiasm to build a brand-new program from the ground up, drive its growth, and improve it. Must be self-motivated, proactive, flexible & result oriented
Team and interpersonal capabilities required:
- Teamwork spirit with leadership potential, individual development with clear goals, at the same time patiently coach & feedback, hands on on-job training and develop teammates.
- Team collaboration absolutely key within marketing team, business team and Product teams.
- Presence and presentation skills to senior management – both written and verbal English communication skill, able to produce impactful and succinct reports, content calendar, analysis, and recommendation on action
- Can work under high pressure and multi-task.
Experience:
- Experience in eCRM, apparel/sports industry is a plus
- Proved successful cases based on the CRM program execution and campaign planning.
- Understanding of CRM Concepts with broad knowledge of database marketing principles/practices and customer/prospect data collection
- Expertise in CRM and E-Commerce incl. analyzing and interpreting consumer behavior data
- Budget management ability to prioritize and maximize investments as per expected results.