CRM Manager, E-Commerce & Digital

  • Company: Fresh Hong-Kong
  • Location: Hong Kong
  • Business group: Perfumes & Cosmetics
  • Contract type: Permanent Job
  • Function: Marketing
  • Experience required: Minimum 5 years
  • Reference No.: FRSH00106
  • Date of publication: 2018.08.21



The Regional CRM Manager will lead, develop and work with local markets to create a consumer-centric CRM programme across the APAC region. He/she will build a strong Fresh customer experience together with the Marketing team. He/she will support overall Business and Marketing programme with insights from the CRM database. He/she will work closely to support and educate local marketing teams in running the CRM and loyalty programme across the full consumer journey. He/she will train and ensure that local market teams are fully equipped with technical know-how in drawing insights from CRM databases and on implementation of CRM communications.



Increase Consumer Engagement

  • Build strong emotional connection between customers and the brand with recruit, retain and reactivate activities.
  • Develop a Fresh customer experience/journey which in-line with brand equity.
  • Improve customer experience online and offline and differentiate from competition.

Loyalty program management

  • Lead the design, development and optimization of the loyalty programme that drives loyalty, advocacy and traffic (online/offline) to increase customer lifetime value. Align CRM programme with Global HQ, regional management team and local marketing teams.
  • Support local markets in implementation & optimization of local loyalty programmes.

Customer Relationship Management (CRM) data & insights

  • Deep dive into customer, direct marketing campaign and other relevant data to identify opportunities to inform, design and optimize marketing and CRM strategies.
  • Share with local markets insights from CRM databases to help educate local markets on which data points to examine that drive business impact.
  • Develop Customer Journey Mapping to analyze consumer touch-points to maximize commercial opportunities. Track data on each step in Customer Journey to drive retention and link sales.
  • Set, monitor and educate on CRM KPI targets.
  • Oversee and monitor the effectiveness of local CRM programmes utilizing analytical tools; identify opportunities and make recommendations to local marketing teams.

Training & support for Customer Relationship Management (CRM) tools & platforms

  • Develop an in-depth knowledge of the CRM tools & platforms and ensure that local marketing teams are well-equipped to run local CRM programmes smoothly.
  • Identify required tools to support local markets in running CRM & loyalty programmes.
  • Discover new functionality of tools & platforms to innovate communication strategies.

Customer Relationship Management (CRM) Thought Leadership

  • Regularly keep track of competitive CRM programme to inform CRM programme, promotions and campaign design.
  • Learn and share latest CRM technology and best practices to elevate the CRM programme.


Key competencies:

  • Minimum of 5 years of experience in CRM programme planning and execution, ideally in Beauty, Fashion or other Retail sectors.
  • Well-versed with data; good understanding of business intelligence and marketing analytics.
  • Ability to implement customer profiling and predictive modelling to targeted consumer communications
  • Strong background in customer acquisition, re-engagement and retention strategies
  • Broad understanding of direct and digital marketing, including Email, Direct Mail, Social, PPC, etc.
  • Prior experience in loyalty programme management will be advantageous.

Technical skills:


  • Advanced use of CRM platforms and data querying software (eg. Adobe Campaign, Tableau, SQL)


  • Strong attention to detail, quality and accuracy imperative
  • Analytically minded with creative flair and interest in Beauty industry
  • Instinctive commercial drive; ability to take ownership of growing sales through CRM strategies
  • Keenness to learn and to innovate; self-motivated with a can-do attitude
  • Excellent communication skills; ability to present clear recommendations to multiple levels of management


Additional information


  • Internal:
    • Regional marketing and digital team
    • Market CRM, Marketing and Digital
    • Central CRM, Marketing and Digital
  • External: Third party vendors
  • Team:

Perfumes & Cosmetics

A major player in the perfumes, make-up and skincare markets, the Perfumes & Cosmetics division groups together major historic Houses as well as young brands with strong potential.

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