Manager CRM, eCommerce

Job description

Country

[[Japan]]

Job Function

[[Marketing]]

State / Province

[[Tokyo]]

Position Type

Full time

City / Location

[[Roppoing]]

HR Contact

Sally Yamada

Referral Bonus Eligible

No Selection

Brand

[[adidas, Reebok]]

Relocation

No Selection

Job Grade

M4

Purpose & Overall Relevance for the Organization:

Report directly to Sr. Manager of Customer Acquisition, ensure customer acquisition and engagement, and make proposal for the future.

· He/she manages e-Commerce partnership development.
· He/she manage and execute CRM on e-commerce site and partner with BM CRM.

As a member of the eCom team, the CRM Manager drives the development, implementation, evaluation and enhancement of Direct to Consumer and eCom CRM marketing capabilities, operating processes, programs and campaigns to increase customer engagement and lifetime value.

Key Responsibilities

CRM/Loyalty

· Acquire, retain and grow LTV of adidas global group database across all sales generating consumer touch points
· Deliver innovative, personal-relevant CRM dialog enhancing our “real time”, segmenting and selection capabilities for differentiated atomized story telling – presenting product and brand benefits to the consumer in an interactive journey. Delivering the right message at the right time to right consumer and their expressed or derived needs.
· Optimize DTC and eCRM marketing domain, ranging from capability, program & tool innovation to campaign management related business processes
· Foster a test and learn culture with colleagues to ensure we learn fast and adjust processes and systems quickly to adapt to our consumers’ needs and responses
· Champion data-driven (fact-based) decision making – collaborate with Conversion and DTC and CRM brand teams to develop a thorough understanding of our consumers in order to drive personally relevant relationships with them
· Drive quality data capture & enrichment activities and collaborate with internal IT teams to ensure effective and compliant implementation
· Establish links with potential partners, including BM and Marketing to develop personally relevant, inspiring content and consumer experiences
· Keep abreast of latest developments in CRM marketing including data-driven marketing, social media, mobile and new channels, platforms, methods and tactics by attending relevant user groups, webinars and conferences and disseminating this knowledge throughout the adidas Group CRM community and translating this into relevant initiatives, programs and campaigns
· On-going CRM campaign development, management and optimization of reward, direct mail, email, and ecom marketing strategies to drive customer retention and loyalty.
· Oversee all ecom aspects including, pre campaign analysis, on-going campaign management, creative development, and production, segmentation, testing for increased performance, post campaign analytics, learnings and recommendations for future campaigns.
· Responsible for customer analytics and behavioral reporting in cooperation with BM CRM team. Analyze customer data to make marketing decisions. Track, evaluate, and disseminate CRM program learnings / performance; apply learnings to advance and optimize programs.
· Proactively introduce new approaches to leveraging customer data to drive and influence personalized communications.
· Partner with vendor and CRM to prioritize key analytical projects. Work closely to ensure customer data meets the quality and standards that allows for execution of successful, effective and efficient direct mail and email marketing campaigns, including data cleansing, feed management and troubleshooting as well as channel governance.
· Develop a/b testing strategies for all aspects of the CRM to ensure the most effective approach for Adidas and its products (ROI, cost management, incremental margin).
· Work on Customer Journey Mapping, analyzing all touch points.
· Partner with CRM, marketing, retail and email to develop a multi-channel customer marketing and communication calendar for all points of distribution. Collaborate with CRM and retail on weekly email communication strategy for broadcast emails and manage overall customer contact strategy to ensure consistency of brand message across channels.
· Manage the execution of all CRM components of eCom. Partner with relevant IT, Operations, and CRM team to develop process and optimization plans.
· Partner with CRM to coordinate loyalty program and create new loyalty driving initiatives

Partnership Development

· Develops and presents pitch decks for major partnerships by teaming with cross-functional stakeholders
· Negotiate lead/customer acquisition through online/offline partnership
· Manage the planning, the execution and the analysis of all partnership campaigns

Consultancy & Business planning

· Build business cases and management reports on CRM programs results, provide benchmarks across markets, define and monitor KPI’s.
· Identify opportunities for optimization and advise markets accordingly on a structural basis, both pro-actively and reactively, in order to maximize the results (as measured by high quality database growth and activation, and incremental sales, ROI, LTV, engagement) of CRM across adidas brands.
· Act as sparring partner for CRM colleagues in creating best practice in both consumer acquisition and retention.
· Propose development request for Customer Acquisition and eCom activities.
· Work with Customer Acquisition Sr Manager to create weekly/monthly/quarterly/yearly plans that meet goals for eCom contribution to sales pipeline.
· Analyze sales and create best customer engagement plan on e-commerce site
· Align and collaborate with Conversion plan to achieve sales goal

Others 　　　

· Check the invoice from outsourcing 3rd Parties and make payment request.
· Keep Marketing Budget by checking balance among sales, discounts, profit and expenses.
· Execute trend check of all over the ecom market, create improvement plan to propose.
· Support various marketing projects and policy establishment for sales improvement.

Knowledge, Skills and Experience:

Experience 　

· Expert-level broad and deep knowledge and functional expertise on all aspects of eCRM: marketing, platforms, database management, campaign management
· Understanding of Direct to Consumer environment (eCom/Retail), Direct Marketing and CRM industry best practices

Skill 　

· Leadership, problem-solving and practical decision-making abilities
· Strong project management skills
· Passionate about CRM with strong communications skills, written and verbal
· Results-driven and fact based communication style
· Able to draw marketing budget plan and each ROI based on spending
· Able to analyze ROI, find the reasons, and make proposal for improvement.

Requisite Education and Minimum Qualifications:

· Reasonable Education Background
· +3 years of digital marketing and eCRM experience
· Fluency in English (verbal)
· Strong Microsoft Office skills