CRM Manager

Le poste

To support the business growth in China, TAG Heuer is looking for a strong professional to join China team as CRM Manager.  Based in China (Shanghai), the appointed will report to Head of Omnichannel China to develop and implement a comprehensive CRM strategy in line with global guideline to recruit new customers and deliver high level of customer engagement and improve CRM performance to drive commercial results. Candidate is a team player who will work hand in hand with sales team to drive business and implement result driven practices.

Les missions

• Develop, implement, and continuously refine Greater China omni-CRM strategy and CRM program in line with business target and brand strategy.
  • Propose CRM KPIs and set annual targets for retail at different levels
  • Define and operate markets initiatives on data collection, data exploitation, client animation etc.
  • Deliver regular KPI performance review with HQ and follow up action plans for better performance
  • Systematize deep analytics approach to assess local action plans performance and adaptations requests

• Daily CRM operation across all the channels to enhance customer engagement throughout the customer lifecycle and maximize member lifetime value, e.g. new member acquisition, conversion and retention, including but not limited to CRM projects, competitor analysis and etc..
  • Design, plan and national rollout of CRM projects: Internal boutique client loyalty program, social CRM actions, WeCom CRM platform operation and etc.
  • Track and measure the impact of CRM programs and marketing campaigns results. Identify customer segmentation and suggest action plan for business opportunities
  • Conduct ongoing research on competitors, perform data analysis and benchmarking.
  • Implement global CRM tools, provide feedback to HQ to improve relevance when necessary and record best practices to help enhancing TAG Heuer’s global efficiency in CRM

• Customer Database accuracy, growth, maintenance and analysis management
  
  • Oversee and manage the database quality analysis; define and implement process and action plans in order to feed and develop the database, and to improve data quality.
  • Train, support and motivate boutique that data continues to be fed into the CRM database. Perform and coordinate CRM tool training and provide regular updates in boutique.
  • Analyze client behavior, perform ad hoc analysis as needed by Marketing or Retail departments; debrief analysis with Retail Operations and Marketing teams, discussing with them action plans that could be implemented.

Votre profil

• University graduate in business related subjects with good exposure to client analysis and understanding and relational marketing campaigns
• Minimum 7 years working experience in luxury retail / fashion / cosmetics industry, specialized in CRM / digital marketing
• Applied analytics sensibility with proven ability to make profitable decisions based on data
• Experience of working with external resource (e.g. third-party data base, private club) to bring in potential customers for in-store activities
• Strong demonstration of strategic & analytical thinking
• Strong project management and time management skills
• Adaptable to change and uncertainty with the flexibility to work in a fast-paced, start-up, and multicultural environment
• Excellent presentation skills whatever the attendees (internal partners, boutique and market staffs, Group stakeholders)
• Excellent communication skills and relationship management skills
• Highly self-motivated, analytical, with sharp attention to detail
• Positive attitude and a good team player, at ease with transversal and multi-sites organization