Associate, CRM

We believe that difference sparks brilliance, so we welcome people and ideas from everywhere to join us in stretching what’s possible.

At Tapestry, being true to yourself is core to who we are. When each of us brings our individuality to our collective ambition, our creativity is unleashed. This global house of brands - Coach, Kate Spade New York, Stuart Weitzman - was built by unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen. We’re always on a journey to becoming our best, but you can count on this: Here, your voice is valued, your ambitions are supported, and your work is recognized.

A member of the Tapestry family, we are part of a global house of brands that has unwavering optimism and is committed to being innovative and wholly inclusive. Visit **Our People **page to learn more about Tapestry's commitment to equity, inclusion, and diversity.

**Primary Purpose**:
**This role reports to the Senior Manager, Brand Marketing, E-commerce & CRM and supports the Coach SEA team in providing CRM data insights.**:
The purpose of this role is to leverage on CRM data to provide insights and challenges to the business growth. Deep dive on the analysis of CRM data performance to enhance loyalty programmes by recommending and determining of action plans.

**The successful individual will leverage their proficiency to...**
- Managing reports & dashboards that measure overall customer acquisition & retention:

- Consumer Analytics (New Customer Report, Y1 Retention)
- Customer Pipeline Model
- Understanding the overall business performance & challenges and leveraging on CRM data to provide insights and recommendations
- Leverage loyalty programme analysis to provide insights & recommendations to determine action plan
- Consumer Insights & Brand Health Research
- Providing a roadmap to drive customer acquisition to exceed targets
- Ecomm Support
- Customer Queries
- Medallia
- Implementation of new loyalty programme (FY26)
- Build strong relationships with cross-functional teams to gather qualitative & on-ground feedback on the customer and translate these to actionable insights
- Monitoring performance of CRM promotions
- Manage customer comms: SMS, eDM
- Overall Database management
- Sleekflow - work with RM to segment customers for WhatApp blasts
- Providing call lists for store teams re anniversary voucher, birthday, store events
- Providing CRM system administration support to stores re loyalty programme
- CRM Projects Lead:

- Name capture revamp (FY25)

**The accomplished individual will possess...**
- At least 2 years of relevant experience in CRM in FMCG or Retail industries.
- Superior proficiency in Excel
- Comfortable with data crunching and reporting
- Drive and be proactive to problem-solve or initiate improvements
- Organized and highly collaborative within departments
- A team player attitude and be people oriented
- A pleasant and mature personality
- Comfort in managing multiple projects and deadlines in a fast-paced environment
- Flexibility and independence
- Fluency in both verbal and written English

**Our Competencies for All Employees**
- **Courage**: Doesn’t hold back anything that needs to be said; provides current, direct, complete, and “actionable” positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.
- **Creativity**: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
- **Customer Focus**: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
- **Dealing with Ambiguity**: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.
- **Drive for Results**: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.****:

- **Interpersonal Savvy**: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
- **Learning on the Fly**: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes