The Assistant Manager, CRM role will be responsible for developing and implementing regional (SAPAC) customer-centric and omnichannel CRM and loyalty marketing activations and engagements that drive acquisition, engagement, and retention. The Assistant Manager will manage the direct-to-consumer touchpoints (including mobile application, email and SMS); strategize and execute customer lifecycle and ad-hoc campaigns. The individual will manage regional CRM KPIs and campaign performance data and identify opportunities with a data-driven approach to optimise customers’ engagement and grow lifetime value.
Essential Duties & Responsibilities
Support and execute regional loyalty programme activation and marketing plan to drive business ROI.
Manage loyalty programme day-to-day operations including upkeep of programme rewards catalogue and programme benefit fulfilment.
Establish CRM performance dashboard and manage the distribution of CRM ROI and KPI reporting to relevant regional stakeholders.
Manage and own CRM activities, events, and direct-to-consumer communication calendar (including email, SMS and mobile application), aligning with brand marketing, retail and eCommerce calendar.
Develop and oversee customer lifecycle journeys with marketing automation to drive customer engagement and lifetime value.
Coordinate execution of campaigns from end-to-end including campaign strategy, segmentation, creative briefs, content development and reporting, to support strategic brand objectives including brand key moments and product launches.
Collaborate with internal creative and marketing partners for CRM content development and deployment.
Ensure campaigns are delivered leveraging hyper segmentation and personalization for relevant communications at the right moment of the lifecycle.
Track campaign KPIs and provide insights to optimise future engagements.
Collaborate with multiple stakeholders (including brand marketing leads, channel management leads, brand activation leads, IT leads and external vendors) on CRM project implementation and enhancement.
Manage external agency and multiple vendor relationships as related to CRM, loyalty, consumer marketing and database management.
Pilot new technologies/vendors to enhance channel performance, working with internal teams to develop business cases, gain legal/security approval and bring pilots to life.
Qualifications (Knowledge, Skills & Abilities)
Strong/collaborative communication (verbal & written) and project management skills.
Excellent organizational skills and attention to detail.
Self-motivated, curious to understand/solve fundamental problems.
Comfortable in thinking and operating with a customer-centric focus.
Ability to digest data and translate it into clear, meaningful, and actionable insights.
Knowledge of industry best practices for DTC communication creative and templates, segmentation, dynamic content and testing methodologies.
Ability to think creatively and manage multiple stakeholders and working partners in developing and implementing campaigns.
Working knowledge of email marketing and marketing automated solutions. Experience in Salesforce Marketing Cloud will be a plus.
Demonstrated experience in working with databases, data analysis, segmentation and email marketing platforms.
Understanding of CRM mar-tech/marketing/analytic tools - Marketing Campaign Automation, Customer Data Platform, Google Analytics
Good to have project management with membership program renovation
A sincere and contagious passion for sports and building Under Armour
Education And / Or Experience
Minimum 3 years of experience in direct-to-consumer business (including sport, apparel, retail, or consumer goods) with an exceptional track record in CRM, marketing, and loyalty programme
Bachelor’s Degree in Marketing, Business Admin, or a related field
Relocation
No relocation provided
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