Lead APAC strategy to drive recruitment & retention
- Co-build with the market a strong CRM omnichannel strategy to drive repurchase and loyalty, and develop a year round CRM action plan aligning with our APAC priorities
- Work with markets to animate campaigns, support CRM activities and/or mechanics to target relevant customers groups (Club Clarins, VIPs, prospects, Make up vs Skincare…).
- Oversee and develop the Loyalty strategy (Club Clarins Program) together with Global and countries, support countries in the evolution and animation of their Club Clarins Program (Tiers, brand identity, Member’s day) & Loyalty Engine
- Drive cross-product segments/categories link-selling and penetration through best practice sharing focusing on key product campaigns and customer segments
- Propose operations & mechanisms to increase contractibility (mobile and email opt-in in markets) and improve main KPIs : decrease churn rate & Increase New Customer Repeat rate
- Develop and implement the CRM loyalty program, membership campaigns and marketing automation rules to achieve customer retention and loyalty KPIs
- Oversee the setup and implementation of triggers campaigns, including recommending the target audiences for campaigns based on briefs submitted by markets
Drive Analysis & insights related to the customer
- Utilize CRM & CX data to generate insights, track KPIs and drive actionable recommendations and strategy to improve customer interaction and retention.
- Support marketing teams to understand Customer behaviour (retention, cross sell, link sell…) for specific product launches or campaigns.
- Support other transversal teams (Retail, E-commerce) for deep dive into customer profiling (Mega campaign, new store…)
- Continuously track key performance metrics of customer database and measure the impact of CRM initiatives, to evaluate effectiveness as well as for reporting to key stakeholders.
- Analyze customer purchase patterns, migration of customers, and recruitment of new customers per channel and retention of existing customers to support APAC main CRM KPIs
- Advise and challenge markets to develop strong customer knowledge within CRM teams
- Generate insightful reports, post-campaign analysis to optimize the strategy and its implementation
- Performs Consumer Journey Mapping and analyzes business touch-points in order to increase the business’s commercial opportunities
Drive Clientelling strategy, approaches and manage customer development and acquisition initiatives in close collaboration with Retail & training teams
- Creation and execution of regional Clientelling strategy, plan and tools based on global strategy and local needs
- Champion in-market understanding, adaptation, and roll-out of new/existing tools, data, training, and programs across retail stores and remote selling
- Deliver the development and management of strategies for attracting new clients.
- Drive client development, lifecycle planning and new Clientelling tactics to grow business from existing clients
- Strong collaboration with Marketing, Retail & Training team to create synergies and workflows focused on customer centricity
- Provide data-driven insights into customer behavior to inform business strategies, including analysis by profile, segment, and product line
- Setting up of CRM benchmarks and then regular monitoring of loyalty and customer metrics.
- Support other teams (CX, EC, marketing) in leveraging the Clientelling tool
- Propose evolutions & recommendations to constantly improve the outreach and the features of the tool
Drive Customer Experience strategy
- Define in line with Global the APAC customer care guidelines & strategy
- Support the implementation of AI chatbot, Line, Kakao, and other global tools across APAC Customer Experience teams
- Analyse and share internally (local & global) Customer Care KPIs, NPS and SLAs
- Recommend APAC customer voice strategy & evolutions by listening to voice call records, customer verbatim/reviews from NPS/CSAT
- Analyse and recommend actions/evolution to enhance the consumer experience on Clarins.com based on customer care insights
Oversee APAC market’s CRM platforms & tools
- Support APAC project team and Global teams to implement CRM projects (Clientelling, customer care) that align with local market needs
- Be a key partner for the successful installation / roll-out of the new & best in class tools in APAC
- Ensure the relevancy and effectiveness of local CRM tools in managing customer data, segmentation and targeted campaigns taking into consideration local specificities
- Ensure compliance and security with data protection and safeguard customer data and will also stay with industry trends, emerging technologies and local channels and specificities
- Master all key CRM tools from a business user point of view (Loyalty, Clientelling, Campaign management…)
Lead and animate APAC’s local CRM & CX teams
- Be the regional center of excellence for CRM, data analytics and CX and the champion of consumer intimacy in the region
- Work closely with transversal teams (CRM, Marketing, Retail, EC) and stores to always ensure a deep understanding of the consumer
- Collaborate with Global teams (HQ in France) to represent APAC needs and local specificities and ensure global tools and strategies are always up to date
- Train and animate APAC markets, guide them on CRM practices and tools and techniques to maximize efficiency and productivity
Other responsibilities may be added to the above, which are consistent with the title Senior Manager - CRM, CX & Consumer Data, Asia Pacific
YOU HAVE:
- Preferably Business Degree, focus on CRM/Customer Experience/Business management/Marketing
- 10 years of experience in B-to-C CRM, analytics & Digital (both on and offline), preferably retail industry
- Strong presentation skills with excellent written and verbal communication skills
- Customer-focused, results-oriented and passionate about customer engagement
- Strong interest in understanding consumer insights and behaviour, with an eye for detail and a broad sense of perspective
- Expertise in CRM lifecycle planning, and experience in Loyalty program management
- Good proficiency in Marketing Automation (Adobe Campaign preferred)
- Knowledge of data visualisation tools (Qlik Sense or Tableau)
- Good with numbers, have strong analytical skills and problem-solving capabilities
- Digitally-minded with an awareness of online trends and innovations
- Ability to communicate clearly and create good relations with others
- Strong collaboration and influence skills, being open minded and adaptable, eager to embrace new challenges
WE HAVE:
- Close to 70 years of expertise in beauty and spa, with the Clarins and myBlend brands
- Unique products and innovative services
- A commitment to Social & Environmental Responsibility embedded in our raison d'être
- A caring and inclusive corporate culture
- Development and training opportunities
- Attractive compensation and benefits
- A flexible work environment, with up to 2 days of remote working per week
If you have a curious mind, a thirst to go further and the drive to boldly take on new challenges, join us.
At Clarins Group, we believe in making life more beautiful for our employees and our customers. Inclusion and diversity are firmly grounded in our core values, which are part of our DNA. We strive to achieve inclusiveness and we foster an equal-opportunity culture where everyone can reach their full potential and do their best work. We welcome applications from all backgrounds.
