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Manager, CRM

3 weeks ago

Singapore Sephora Full time

Organisation

Sephora, a division of LVMH - Moët Hennessy Louis Vuitton global luxury leader, is a global leader in beauty retailing. It successfully operates more than two thousand points of sale across Americas, Europe, Middle East and Asia. Its aim is to animate the most loved beauty community in the world.

The Sephora SEA Retail activity spans over 6 countries (Singapore, Malaysia, Indonesia, Thailand, India and Australia) with 50+ stores and boasts some global flagships as Ion in Singapore or Pitt Street in Sydney. The business unit has experienced rapid growth in the region with many more stores and countries to come.

Today, Sephora SEA retail has close to 1300 employees across the 4 direct markets (Singapore, Malaysia, Thailand and Australia) including the Regional HQ in Singapore and the local HQs in all 4 countries.

**Responsibilities**:

- Build the 360° CRM action plan (offers, sequence of communications, targeting, channels of contact) to achieve customer retention and loyalty KPIs. Use data analytics and Test & Learn methodology (A/B testing) to optimize targeting and campaign performance (offers, sequence of communications, segmentation targeting, and channels of contact).
- Analyze and understand customers’ behavior and partner with other functions such as Ecommerce, PR & Social Media, Animation & Brand Planning, and Brick & Mortar teams to develop and execute integrated CRM action plans
- Manage all CRM programs, campaigns and the budget of CRM and loyalty activities.
- Ideate and manage member acquisition and retention campaigns including campaign design, communication and

measurement of objectives, costs, external vendors management. tools & technology, data and process initiatives to improve our ability to understand and engage the customer.
- Define customer loyalty strategies on an ongoing basis to consistently increase engagement and

maximize customer lifetime value (multi
- channels, personalization, Gold member’s exclusive offers, loyalty events)
- Ensure that there is a steady supply of attractive rewards for the Sephora Beauty Pass Program, gifts and product samples in the pipeline through coordination with the supporting functions.
- Execute post-mortem analysis on commercial campaigns, member campaigns, and rewards traction in order to determine success of campaigns and initiatives.
- Collaborate with partners in order to drive recruitment and retainment goals for country, including bank partners and Buy Now Pay Later payment partners.
- Train & motivate stores in partnership with the store team, to meet goals and maintain a high level of

quality in terms of customer’s relationship including retention, reactivation and new customer recruitment.
- Be accountable to deliver insights and CRM KPIs for the country to the country team and regional teams.

**Required Skills**:

- SQL and relational database proficiency
- Strong commercial acumen, preferably with retail and e-commerce experience
- Ability to communicate complex ideas with clarity for stakeholders at all levels
- Strong presentation and consulting skills
- Working knowledge of digital marketing technologies
- Salesforce Marketing Cloud experience an advantage

Personal Attributes:

- Enthusiastic, keen to learn, with a passion for self-development
- Problem solving skills + creativity
- Enjoys working with others and getting stuck in across a range of projects & challenges
- Good sense of humor and ability to stay calm in a storm