CRM Manager

Position

MAIN OBJECTIVE OF THIS POSITION

The CRM Manager for Bulgari Parfums is responsible for developing and executing a strategic, data-driven customer relationship management (CRM) program that enhances consumer engagement, drives brand loyalty, and supports sustainable revenue growth across online and offline channels in the China region.

MAIN RESPONSIBILITIES OF THIS POSITION

1. CRM Strategy & Execution

• Develop and implement annual CRM strategies and tactical plans tailored to Bulgari Parfums’, aligned with global & APAC brand guidelines and regional business objectives.
• Own end-to-end CRM campaign planning, including audience segmentation, journey mapping, content coordination, and performance tracking across key touchpoints (WeChat, Tmall, JD.com, brand boutiques, department stores, etc.).
• Drive KPIs such as new customer acquisition, activation, retention, repeat purchase rate, and loyalty program engagement.

2. Loyalty Programs & Consumer Journey

• Define and roll out Bulgari parfums’ loyalty program, design client tier structure, architect a system that rewards engagement to enhance a long-term brand advocacy.
• Build brand consumer journey, build and optimize automated, multi-channel journeys, repeat & retention windows, birthday/ gifting occasion, and post-consultation follow ups in line with channel mix.

3. Data Insights & Consumer Understanding

• Analysis CRM databases, build brand data intelligence to generate actionable insights on consumer behavior, lifecycle stages, and purchasing patterns.
• Conduct regular analysis of campaign performance, customer lifetime value, and ROI; provide recommendations for optimization.
• Enhance data infrastructure, automation, and reporting capabilities.

4. Cross-Functional Collaboration

• Work closely across regional and local market cross functional teams to ensure CRM activities are fully integrated into seasonal campaigns, product launches, and client initiatives.
• Manage relationships with external CRM and agencies to ensure high-quality execution and measurable results.
• Consolidate best practices and share learnings across markets to foster implementation excellence.

5. Compliance & Brand Excellence

• Uphold Bulgari’s luxury standards in all CRM communications and customer interactions.
• Ensure compliance with local data privacy regulations (e.g., China’s PIPL) and global LVMH data governance policies.

PRINCIPAL COMPETENCIES, SKILLS AND BACKGROUND

• Education: Bachelor’s degree in Marketing, Business, Data Analytics, or related field.
• Experience:

*5–7 years of CRM, digital marketing, or customer engagement experience, preferably within luxury goods, prestige beauty, or fragrance industries.

• Technical Skills:

*Excellence with WeChat ecosystem (Mini Programs, Official Account), Tmall/JD CRM tools.

• Soft Skills:

*Strong communication and stakeholder management abilities.

*Strategic thinker with strong analytical mindset and attention to detail.

*Fluent in English and Mandarin (written and spoken).

*Passion for luxury, deep understanding of Chinese consumer behavior, and commitment to delivering elevated customer experiences.