Senior Manager, Customer Relations Management (CRM)--North America

  • Company: Fresh
  • Location: United States
  • Business group: Perfumes & Cosmetics
  • Contract type: Permanent Job
  • Function: Marketing
  • Experience required: Minimum 5 years
  • Reference No.: FRSH00129
  • Date of publication: 2018.11.28



The Senior Manager, Customer Relations Management (CRM)--North America (NA), will oversee the ideation, development and implementation of NA CRM strategies and programs to maximize customer engagement & satisfaction, retention and revenue for Fresh Brand in North America. This position will manage the loyalty program and use consumer insight to help drive customer acquisition and build a deeper relationship with the Fresh consumer.



Strategic Scope:

  • Formulate NA CRM strategies (based on customer lifecycle, brand pillars, launch activity) geared towards increasing 2X Customer Rate, Retention & Spend and optimizing ROI
  • Develop and implement programs for customer on-boarding, lifecycle management, and lapsed initiatives
  • Develop strategies to optimize Fresh's Loyalty Program within the lifecycle management of customers to drive retention, increased purchase frequency, cross category purchases, IPT and ROI
  • Partner with NA Online and Digital to drive a multi-channel approach with Fresh Shops
  • Implement a NA consumer calendar to orchestrate CRM programs using direct mail, email etc. including ideal number of touches for each
  • Guide multi-channel email strategy, segmentation and testing to improve CRM metrics & sales targets
  • Innovate by launching new CRM initiatives that leverage customer insight and new technology
  • Create competitive case study reports, sharing CRM best practices and learnings from outside the industry
  • Monitor and issue CRM KPI Reports for NA and set overall capture rate, email, birthday and other targets to achieve YOY growth in key metrics
  • Complete analysis/consolidation of CRM campaigns using control techniques and corporate reporting tools to measure success/ROI
  • Lead database analytics to track customer behavior and lifecycle with the brand; use learnings to develop communication strategies to maximize loyalty
  • Use campaign history and consumer insight to create segments for targeting/analysis
  • Develop measurement and analysis guidelines based on customer metrics and brand strategy

Data Mining, Reporting and Analytics:

  • Perform ongoing customer analysis via CRM database and run ongoing reporting to track performance
  • Assist with interpreting KPIs and recommendations based on trends

Direct Marketing

  • Manage execution of direct mail campaigns
  • Define targets, write briefs and partner with creative on concepts for initiatives
  • Measure and report campaign results

Clienteling and Loyalty

  • Provide information to educate stores on data capture best practices/monitor results to establish clienteling strategy and plan that aligns with key business objectives
  • Manage and update clienteling tools and develop strategy, guidelines, reporting to increase effectiveness
  • Research loyalty programs across industries and provide recommendations
  • Manage gifting programs for Loyalty members as well as collateral, reporting/analytics to track performance
  • Provide feedback to global on loyalty/VIP initiatives post-event

Customer Events

  • Extract customer invite lists for event and partner cross-functionally to organize the event
  • Measure and capture attendance and sales in customer database
  • Provide stores with recommendations on customer follow-up


Candidates must have 5+ years of related experience with proven success driving CRM strategy and implementing effective direct communication. Should be well-grounded in direct marketing metrics, segmentation, data analysis and response measurement. 

  • Strong experience in CRM and Consumer Analytics with a proven track record of driving CRM strategy and implementing effective Omni-channel communications
  • Experienced in CRM technology management, with an understanding of marketing and operational databases, segmentation, and campaign management.
  • Database applications knowledge is preferred
  • Ability to work with customer database application to run query process logic
  • Collaborative management style with internal and external partners
  • Resourcefulness to successfully operate with limited budgets and resources
  • Analytical and strategic planning to make quick, fact-based decisions
  • Strong relationship management and interpersonal skills
  • Complex problem-solving skills
  • Innovative and creative thinking and proven ability to persuade others towards an idea or goal
  • Comfortable presenting to all levels of management and effectively communicate analyses and findings
  • Ability to handle & prioritize multiple tasks simultaneously
  • Excellent attention to detail, superior communication, customer service and follow-up skills
  • Established strong Project Management abilities
  • Advanced Microsoft Office knowledge and Excel skills required.
  • Neolane or any other CRM Database tool and knowledge preferred.
  • BS/BA degree required

Additional information

Based in the New York City Office


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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