Location: Shanghai, China (Confidential Client)
We are partnering with a global leader in premium sports equipment and lifestyle apparel, recognized for its century-long heritage and commitment to performance innovation. We are looking for a data-driven and consumer-centric CRM Manager to lead the brand’s membership strategy and loyalty programs in China, driving long-term consumer value and business growth.
About the Company
Our client is an iconic international brand that sits at the intersection of elite sports performance and premium lifestyle. With a strong presence in professional sports and a growing footprint in high-end fashion, the brand is dedicated to building deep, lasting relationships with its community of athletes and enthusiasts. They offer a dynamic, international, and entrepreneurial work environment.
About the Job
As the CRM Manager, you will report to the Marketing Director and be responsible for the end-to-end design, implementation, and optimization of the brand's CRM and loyalty strategy in China. Your goal is to build a robust membership ecosystem that connects offline retail and online e-commerce channels (O2O).
Key Responsibilities:
- CRM Strategy & Loyalty Program:
- Develop and execute the annual CRM strategy, including membership recruitment, retention, and win-back programs across all touchpoints.
- Manage and optimize the brand's membership tier system, benefit architecture, and points economy to enhance consumer stickiness and Lifetime Value (LTV).
- Omnichannel Lifecycle Management:
- Design and implement consumer journey maps for different personas, ensuring a seamless and personalized experience across WeChat Mini-programs, Tmall, JD, and physical retail stores.
- Drive O2O (Online-to-Offline) initiatives to bridge digital engagement with in-store experiences.
- Data Analytics & Insights:
- Leverage the CDP (Customer Data Platform) and other analytics tools to monitor membership health, campaign performance, and consumer behavior.
- Provide actionable insights to Marketing and E-commerce teams to optimize ROI and drive targeted marketing (segmentation and tagging).
- Campaign & Content Execution:
- Plan and execute CRM-specific campaigns (e.g., Member Days, Double 11, Private Traffic activations).
- Collaborate with the Social/Digital team to create personalized content for private traffic channels (WeChat groups, Enterprise WeChat).
- Cross-functional Collaboration:
- Work closely with Retail Operations, E-commerce, and IT teams to ensure technical integration and operational alignment of CRM tools and processes.
Skills and Experience Required
- Experience: Minimum of 6-8 years of experience in CRM, Loyalty Marketing, or Consumer Insights, preferably within the Sports, Fashion, Luxury, or Premium Retail sectors.
- Platform Expertise: Deep knowledge of China's digital ecosystem, particularly WeChat CRM (Social CRM) and Tmall/JD membership operations.
- Analytical Skills: Strong data literacy; experience with CDPs, CRM software (e.g., Salesforce, Adobe), and data visualization tools is highly valued.
- Education: Bachelor’s degree or above.
- Communication: Fluent in English and Mandarin (written and verbal) is mandatory for effective communication with both local and global stakeholders.
- Key Traits: A strategic thinker with a "hands-on" execution mindset; passion for consumer behavior and sports culture is a significant plus.
Consultant Contact Information
WeChat ID: ginasun0109
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