D2C & CRM Manager
Date: Jul 4, 2024
Location: Jakarta
Company: Shiseido
MAIN PURPOSE
The D2C and CRM Manager will be responsible for developing, strategizing and implementing Direct to Customer (D2C) channels and CRM to support Shiseidos Group ambition to recruit, retain and to drive best in class omni customer experience. For this role, the person will have full responsibility on D2C channels which is brand.com (e-commerce), Social Commerce (i.e. WhatsApp commerce) and any new online business developments (whitespace).The person will also be responsible for developing and implementing customer relationship management strategies to drive customer engagement, retention, and loyalty for Shiseido Group portfolio of brands. This role will involve leveraging data analytics and marketing automation tools to deliver personalized experiences and enhance the overall customer journey.
KEY RESPONSIBILITIES
D2C - Brand.com & Social Commerce
Responsible for growing Brand.com GMV ahead of market and win e-commerce market share.
Reponsible for developing clear traffic strategy for brand.com to drive the right GMV and quality traffic
Responsible for reviewing and strategizing brand.com e-trade calendar (bottoms up activities and resource plans) by collaborating with brand/marketing stakeholder. Drive discussion with Brand/Marketing team to ensure sufficient budget is in place which are aligned to brand.com objectives and target.
Develop and advise brand/marketing team on clear product strategies i.e. hero SKU focus, GWP, campaign stories, bundling strategies, social media plan, digital media , CRM, cross selling for brand.com and social commerce
Leveraging GA4 to tracks performance in real time and makes daily improvements to the plan and UI/UX i.e. CR, UV, UV/PV, traffic source, ROAS
Leverage yellow.ai tool to analyze performance of WhatsApp commerce, and make daily improvements to the plan, AI logic, UI/UX and traffic management
Customer Relationship Management (CRM)
Develop CRM Strategy: Design and execute a comprehensive CRM strategy aligned with business objectives to drive customer acquisition, retention, loyalty and increase Customer Lifetime Value (CLTV)
Cross functional collaboration: Drives engagement and planning with internal stake holders (brand/marketing team), external CRM agency and regional CRM counterpart
Bridging Digital and CRM in strengthening consumer loyalty
Leverage CPRV LMS CRM data analytics to drive insights and build strategy for business planning
Customer Segmentation: Utilize data analysis techniques to segment customers based on demographics, purchasing behaviour, and preferences to tailor marketing campaigns and communications effectively and incorporating AI automation through WhatsApp selling to drive better relevancy in communications and conversion purposes
Implement Marketing Automation: Oversee the implementation and optimization of marketing automation platforms (e.g., Yellow.ai) to automate customer communications, email marketing, and loyalty programs
Personalization: Drive personalized marketing initiatives by leveraging customer data insights to deliver relevant content, product recommendations, and promotions across various channels (e.g., email, social media, website)
Campaign Management: Plan, execute, and analyse CRM campaigns, including email marketing campaigns, loyalty programs, and customer surveys, to optimize engagement and conversion rates
Performance Analytics: Monitor and analyse key CRM metrics, such as customer lifetime value, retention rate, and conversion rate, to evaluate campaign effectiveness and identify areas for improvement
Customer Insights: Gather and synthesize customer feedback, market trends, and competitive intelligence to inform CRM strategies and identify opportunities for innovation and differentiation in the beauty industry
Responsible for the development and implementation of new tools/ digital Go to Market (GTM) for Shiseido Indonesia as the Project Lead
Partner internal (local, regional) and external stakeholder in implementing the project
REQUIREMENTS
Bachelors degree in Marketing, Business Administration, or a related field
Proven experience in CRM management, preferably in the retail or beauty industry.
Preference with exposure to Brand.com or ecommerce experience
Strong analytical skills with the ability to interpret data, draw insights, and make data-driven decisions.
Proficiency in GA and CRM software and marketing automation platforms (e.g., LMS, Salesforce, HubSpot, Mailchimp).
Excellent communication skills with the ability to develop engaging content and campaigns targeted at diverse customer segments.
Creative thinker with a passion for innovation and staying abreast of industry trends.
Ability to work collaboratively in a fast-paced environment and manage multiple projects simultaneously
Salary (Min-Max):
Job Segment: Marketing Manager, Relationship Manager, Data Analyst, Manager, Marketing, Customer Service, Data, Management
