[담당업무]

Purpose & Overall Relevance for the Organization:

MEMBERS FIRST is one of the key focus areas of our corporate strategy and the market Membership Team is central to embedding and executing this key strategic program. The strategic objective is to transform the successful membership initiative to market-wide global program at scale and to fuel the growth ambitions of the company. The role will drive engagement & loyalty through constant innovation and careful curated value proposition aimed at exciting, engaging & satisfying our key consumer groups.

The Manager CRM & Lifecycle Management is responsible for driving CRM & Lifecycle communications strategy planning and execution, member insight, advanced member engagement, audience selection for accelerating our member experience and value offering led member engagement strategy, implementation across the market.


Key Responsibilities


Strategy

- Develop the CRM and Lifecycle management strategy with the key objectives to increase member engagement, satisfaction, retention, and growth CRM database
- Lead and manage the operation model to drive CRM and Lifecycle communications in partnership with all cross-functional teams
- Create comprehensive, compelling CRM and Lifecycle contents that is segmented, personalized and can be delivered across all communication channels which include optimizing existing comms as well as creating new approaches
- Manage and collaborate with the global/local agency to strategically plan the implementation


Planning and Management

- Create and drive annual membership CRM and Lifecycle communications calendar
- Manage CRM and Lifecycle communication channels - eDM/Kakao/Push Notification/.com etc.
- Manage the creation of models against lifetime value, retention, churn, loyalty and adjust to CRM newsletter program
- Implementation of CRM campaign management tools ? drive frontend integration, coordinate CRM service provider and global CRM team
- Drive the strategic approaches on communications - right member, right time, right offer
- Establish and Implementing the CRM playbook for audience selection considering various scenarios
- Implement and curate best practices for membership communications across CRM & Lifecycle campaign communications
- Set up the regular cadence CRM and Lifecycle management reports for review to provide clear insights into progress of Membership engagement in the market
- Implement the plans for rolling out the strategy in close collaboration with Brand Comms and Sales channels
- Own all consumer data, data structure, segmentation as per BU, Key city, Key store, Age, Gender, etc.
- Input insight and opinion to set the rules of engagement for consumer contact/direct communications in partnership with all stakeholders
- Manage CRM Campaign KPI t to ensure the campaign effectiveness and further improvement
- Create, review and share CRM regular report (Weekly / Monthly / Quarterly) to ensure all the activities are met for required KPIs
- Closely cooperate with Brand Comms and Sales to implement CRM activities as according to the CRM calendar
- Facilitate collaboration with brand partners CRM database and campaign to maximize business opportunities


Financial

- Track and adhere to budget for relevant categories
- Support business cases with respect to membership projects with clear rationale as and when needed


Systems and Tools

- Understanding of Membership set up, CRM systems, CRM tools, Membership analysis tools, membership campaign tools, 3rd party platform integrations
- Awareness/Curiosity of best practice tools in the industry to make member engagement more efficient


Key Relationships:

Retail
eCommerce
WHS/Mono
Concept to Consumer
Brand Activation
Digital Brand Activation
Data and Analytics
Global Membership (Strategy, planning and product)
Global Digital
Global Digital Analytics
Tech and IT


Knowledge, Skills and Abilities:

- Fast learner, proactive working attitude, and growth mindset
- Ability to work in a fast-paced environment with different international cultures
- Well versed with loyalty program contents, personalization, and creatives
- Experience in cross-functional stakeholder management in global company
- Ability to handle ambiguity and untangle complex situations into actionable activities
- Solutions-oriented approach and entrepreneurial mindset
- Distinctive pragmatic mindset and ability to prioritize high numbers of tasks with varying workload and importance
- Project management, project monitoring and project delivery experience
- Strong interpersonal skills (communication, influencing, stakeholder management), especially when interacting with different levels of business
- Solid understanding of digital landscape and KPIs


Requisite Education and Experience / Minimum Qualifications:

- Bachelor’s in Communications/Advertising/Marketing/Arts/Business Administration or equivalent combination of education and experience
- 5+ years progressive experience within CRM, Communications, Contents Marketing, Advertising, Performance Marketing, Campaign Management
- Hands on experience of using CRM tools, Personalization Platforms and Web Analytics tools etc.
- Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
- Fluent Korean, English both verbally and written