Job Description

Mission:

• CRM leadership in consumer connection & brand building on EC channel and lifestyle category.
• Leverage logic data to magic performance

This role as key driver to drive the development and excellence in execution of eCRM programs and lifestyle CRM campaign in APAC to enrich customer engagement and improve overall customer online experience via achieving a more personalized consumer journey.

• Working as a major role and responsible for TNF eCRM strategy (including T-mall, wechat miniAPP, douyin, JD, etc) , road map, planning and control of budget.
• Work with EC team, Digital marketing team, DT (IT support) & external agency to develop & manage integrated eCRM execution plans in consumer online touch point that includes acquisition, retention, database marketing, data analysis to achieve yearly goals.
• Build solid collaboration with 3rd party EC platforms and grab new growth opportunities both in new channel and mechanisms.
• Based on marketing strategy, work with other marketing functional team, business team, to define the overall shared brand strategy and vision, especially on lifestyle category. To achieve seasonal strategies and tactics and deliver integrated communications and messaging
• Maximize data mining, customer behaviors and segmentation analysis to identify and implement right offers (based on outdoor culture & consumer digital insight) and programs to increase members' loyalty with maximized ROI.

Principal Accountabilities / 主要职责

Key Area of Responsibility:

eCRM strategy and planning:

• Refine omni channel consumer eCRM experience incl. rewards and redemption structure; enrollment experience; added benefits, etc. in accordance with CRM direction & framework
• Define multi-channel eCRM communication strategy with EC digital marketing teams
• Plan and deliver eCRM strategies and initiatives, incl. member events and activities
• Identify eCRM program and overall business KPIs and data sources; enable reporting; lead analysis
• Lead ongoing review of eCRM competitive landscape/trends in the market place

CRM program management on lifestyle category

• Work closely with brand marketing team to drive member acquisition via channels and campaigns, to ensure efficient program operations at all channels for achieving yearly targets.
• Delivery of acquisition, retention and data capture communications, incl. working with 3rd parties and partners on new opportunities.
• Set KPI, generate and compile CRM reports periodically and measure results of all initiatives to ensure effectiveness and drive continuous improvement
• Lead to enhance system functions and reports, update and refine SOP
• Manage vendors and work closely with internal functions to ensure effective CRM communications

Minimum Relevant Experience:

• ____3__ year(s)

Minimum Academic Requirement:

• Degree holder

Major Subject:

• Marketing, or Digital related preferred

External Communication Required:

Yes

Frequency: __85___ %

Required Written Language:

1: English Fluency:

• Fluent

2: Chinese Fluency:

• Local level

Required Oral Language:

1: English Fluency:

• Fluent

2: Mandarin Fluency:

• Fluent

Required Competencies:

• Strong communication with different parties and can build strategic work relationship.
• Strong data analytical skills and ability to translate data into actions against consumer insights
• Innovative
• Strong commercial acumen and a highly commercial outlook
• Consumer centric
• Planning & organizing
• Attention to details & Process oriented
• Energetic and enthusiasm to build a brand-new program from the ground up, drive its growth, and improve it. Must be self-motivated, proactive, flexible & result oriented

Team and interpersonal capabilities required:

• Teamwork spirit with leadership potential, individual development with clear goals, at the same time patiently coach & feedback, hands on on-job training and develop teammates.
• Team collaboration absolutely key within marketing team, business team and Product teams.
• Presence and presentation skills to senior management – both written and verbal English communication skill, able to produce impactful and succinct reports, content calendar, analysis, and recommendation on action
• Can work under high pressure and multi-task.

Experience

• Experience in eCRM, apparel/sports industry is a plus
• Proved successful cases based on the CRM program execution and campaign planning.
• Understanding of CRM Concepts with broad knowledge of database marketing principles/practices and customer/prospect data collection
• Expertise in CRM and E-Commerce incl. analyzing and interpreting consumer behavior data
• Budget management ability to prioritize and maximize investments as per expected results.

Declaration / 声明

Principal Accountabilities:
Under broad supervision:* Plan, develop, and execute marketing campaigns via email, direct mail, website and mobile that will influence buyer behavior and customer loyalty

Knowledge & Skill Requirements:
* Bachelor’s degree in Marketing or related field *Equivalent years of experience in a substantially similar industry may be considered in lieu of a degree to be determined by the nature of the specific job and the hiring manager’s criteria* Three to five years of related experience preferred* Strong written and oral communication skills* Proficient PC skills

Knowledge & Application:
* Understands and applies the principles and practices in a recognized professional field requiring extensive academic preparation* Likely to be newly professionally qualified in a specific field, or will have extensive experience in complex technical area* Determines a course of action based on guidelines and modifies processes and methods as required* Generally requires knowledge of company policies, practices, and procedures

Problem Solving:
* Resolves issues which are often varied and non-routine* Uses previous experience to identify most appropriate option or improve existing approaches* Problems likely to require clarification* Undertakes analysis and investigation to solve differing, but related, problems* Work is performed under general guidance and direction* May require the initiation of contacts to resolve and discuss mutual problems or collaboration on procedures or transactions

Interaction:
* Conveys information to occasionally divergent audiences that may require some persuasion* In some instances will need to convey information to audiences not knowledgeable of the subject matter* Requires objective review of difficult work problems, obtaining cooperation or approval* Understands and communicates fairly complex information within the specialization or recognized body of formal knowledge

Impact:
* Impact is generally limited to short-term team performance, occasionally on medium-term goals* Supports the achievement of goals through own personal effort* Responsible for planning own work, assessing own progress, and adjusting efforts to meet goals* Beginning to have more of a contributory impact on team performance

Accountability:
* Accountable for meeting own targets which impact the immediate work area* Accountable for own targets which will typically be definable but not always financially measurable* May help coordinate the work of junior members of the team* Accountable for managing own impact on cost and profitability of the business

R-20260511-0090