CRM Manager (Wine Jobs: Management & Administration)

  Morgan McKinley

  Shanghai, Shanghai

We are looking for a CRM manager for our client-a leading wine and spirit company. This role will be based in Shanghai.

Responsibilities:

Member Life Cycle: Design, execute & optimize with personalized consumer life cycle plan for re-activation to drive higher member engagements and sales conversions.

• Strategic Life Cycle Design & Development: Design a comprehensive CRM life cycle strategy based on consumer behavior data insights with integration of brand plans & assets; Develop life cycle framework, KPI & roadmap with brand team, EC team and finance team to gain cross team alignment and understanding on the plan; Build framework of consumer segmentation based on analysis and understanding of different categories, consumer engagement and purchase behaviors; Drive engagement and conversion through EC platforms (Tmall, JD and DRINKS&CO direct to consumer EC site)
• Life Cycle Communication Execution: Familiar with the mainstream LIFE CYCLE solution and platform to set personalized communication auto-tasks via social CRM platform; Collect & align member communication content and commercial offers of each consumer life cycle with cross function teams (E-Commerce, brand, trade/activation, etc.); Day-to-day communication and management of performance agency to ensure seamless execution; Day-to-day communication with creative & content teams for LIFE CYCLE visuals and content delivery and optimization
• Life Cycle Performance Tracking & Optimization: Monitoring and tracking of LIFE CYCLE implementation, ensuring performance results are delivered with implications for optimization; Separately study the heavy user of DRINKS&CO (including PRC staff) as specific pattern group; Keeping good track on ROI of member communication to member sales contribution; Agile to real-time optimization of segmentation, offer and content; Project owner and communication bridge amongst key stakeholders for updates and optimization

VIP Program

• Define & design VIP membership in transversal loyalty program to reward and build long-term loyalty for high value consumers
• Define VIP member tier via data and consumer insights
• Design VIP benefits and offering that appeal to VIP members, such as VIP member exclusive content, events, offers, etc.
• Drive VIP only commercial offers to maximize the VIP member sales contribution
• Collaborate with key stakeholders (E-Commerce, brand, trade/activation, etc.) to gain cross team alignments on the VIP contents & offers
• Explore co-branding opportunities for holistic VIP member benefits not only for wine spirits, but also for luxury and lifestyle

Requirements:

• Bachelor's degree or of higher education
• Min. 5 years working experience in CRM or digital marketing, EC experience is a plus
• Work experience within luxury, wine spirits, FMCG and cosmetics is preferred
• Strong in data management, analysis, and formulation
• Ability to show strategic thinking that is result-oriented
• Independently manage and work in challenging situations within short timelines
• Great inter-personal communication skills