About Novela
Novela is Singapores first international multi-brand beauty retail store. Keeping up with the latest trends, Novela aims to capture the hearts of beauty shoppers with a wide range of luxury beauty products including skin & body care, fragrances and makeup.
Novelas logo is a black quill pen, which is symbolic of a womans beauty, elegance and knowledge. Indeed, we believe that you can exude beauty from the inside out with the right beauty regime. By curating the best beauty brands from across the globe and offering them at affordable prices, we aim to simplify and elevate your shopping experience with premium products handpicked by us.
About this role:
We are seeking a data-driven and customer-centric CRM Manager to lead our customer relationship management strategies at Novela. The ideal candidate will have a strong understanding of retail consumer behaviour, especially within the beauty industry, and will be responsible for developing, implementing, and optimizing CRM initiatives that drive customer engagement, loyalty, and revenue growth.
Key Responsibilities:
CRM Strategy & Implementation:
- Develop and execute CRM strategies to enhance customer engagement, retention, and loyalty.
- Build segmented customer journeys and campaigns tailored to various customer groups based on behavioural data, demographics, and purchasing habits.
- Lead CRM automation efforts and implement new tools or systems to enhance the customer experience.
Data Analytics & Insights:
- Analyse customer data to identify trends, behaviours, and preferences that drive engagement and optimize campaign effectiveness.
- Leverage customer data to create personalized offers, recommendations, and communications to increase purchase frequency and average order value (AOV).
- Monitor and report on the performance of CRM campaigns (open rates, conversion rates, retention rates) and identify areas of improvement.
Customer Segmentation & Personalization:
- Develop and refine customer segmentation models to create highly targeted marketing strategies.
- Implement personalized communication across multiple channels (email, SMS, social media, etc.) to enhance the customer experience and increase retention.
- Utilize predictive modelling and advanced data analytics to anticipate customer needs and behaviours, driving proactive engagement strategies.
Loyalty Program Management:
- Oversee the development and management of the customer loyalty program, ensuring it delivers value to both the business and the customer.
- Continuously optimize the loyalty program through data insights to increase customer retention, lifetime value (CLV), and program participation.
Cross-Functional Collaboration:
- Work closely with marketing, e-commerce, and sales teams to align CRM strategies with broader business goals and promotional efforts.
- Partner with product teams to gather insights on consumer behaviour and influence product offerings that align with customer preferences.
- Collaborate with IT and data teams to ensure CRM systems and databases are optimized for performance and data accuracy.
Market & Consumer Trends Analysis:
- Stay up to date on industry trends, competitor CRM strategies, and evolving consumer behaviour, especially within the beauty and retail sectors.
- Apply learnings from market trends to innovate CRM programs and enhance customer touchpoints across all channels.
Requirements:
- Bachelors degree in Marketing, Business, Data Science, or related field.
- 5+ years of experience in CRM, customer engagement, or loyalty marketing, preferably within the retail or beauty industry.
- Strong knowledge of retail consumer behaviours, with a focus on the beauty sector.
- Hands-on experience with CRM tools and platforms (e.g., Salesforce, HubSpot, or similar).
- Proven track record of managing successful CRM campaigns and loyalty programs in major retailers or online marketplaces is a must.
- Strong analytical skills with the ability to interpret complex data and translate it into actionable strategies.
- Excellent communication and project management skills.
- Ability to lead cross-functional teams and manage multiple projects in a fast-paced environment.
- Proficiency in segmentation, predictive analytics, and CRM automation tools.
