Manager – CRM & Audience

Manager, CRM & Audience

Purpose & Overall Relevance for the Organization:

Drives and owns CRM planning & operation under the DCX function. Supports any relevant topic required for successful CRM campaign launch. Operationalize ONE eCom Calendar connected to all CRM products: Email Newsletters, Push Notification, In-app Messaging; work with Membership & Consumer Engagement on various programs and offers to support comms for brand/product launches & general audience engagement on these channels. The scope of countries is Thailand, Indonesia, Philippines, Singapore, Malaysia, Vietnam.

Key Responsibilities: Support operational pipeline of Own eCommerce CRM – all operational support including Consumer Engagement, Membership Programs

OE E2E CRM Campaign Calendar & Execution – EDM, PN, IAM, (40%)

• Operationalize the CRM calendar based on plan and inputs aggregated by the Campaign Manager.
• Plan, set-up, launch select CRM campaigns and provide category coverage as designated by the Campaign Manager. Coverage will include membership activation and relevant CE programs.
• Collect and vet all assets & copies, including translations and other relevant materials required in a campaign set up via cross-coordination required among Global, EM, SEA, country teams wherever necessary.
• Support securing audience genes and cohorts for each campaigns including analytics request on specific EUCI data.
• Validate mock-ups to be as per brief. Perform needed pre- and post-launch across Digital Operations teams.

Systems & Admin Operation – JIRA (20%)

• Manage E2E JIRA Project Board and SLAs: JIRA APAC-OPS—Campaign Ops; JIRA EMDAS-Consumer Engagament Analytics; adidas admin ACS

Consumer Engagement (20%)

• Co-create and work closely with consumer engagement teams on initiatives that and execute on owned platforms and channels
• Work with CE team in reviewing  performance of cohorts and genes; constantly enhancing audience base mapped to campaigns and categories
• Collaborate with brand teams to build and execute relevant content plans & formats to maximize CRM channel revenue. This includes but not limited to reactive tactics to capture trends and consumer moments.

CRM Budget Management (10%)

• Track & manage the budget. Ensure the budget is spent with maximum effectiveness (ROI) and also within thresholds (OOH impact)
• Monthly monitoring of costs and ensure proper accounting/recharging to respective cost centres.
• Marketing Working Budget tracking and review with key stakeholders.
• Perform administrative work for relevant suppliers/agencies

Key Relationships: 

Internal

• SEA Brand team (Country/DA/BA/MA)
• SEA eCom Buying
• EM Digital Ops
• EM CRM
• EM CX
• EM Analytics

External

• eCommerce service providers

Knowledge, Skills, Experience and Abilities:

• Deep understanding of online consumer behavior and shopping experience.
• Proven experience of planning campaigns and execution on digital products frontend with hands-on involvement on execution.
• Exposure on UI/UX-related functions, loyalty marketing, social, digital marketing would be highly appreciated

Requisite Education and Experience / Minimum Qualifications:

• Minimum 7 years of professional experience and at least 3 years in managing eCommerce/Social/CRM/Email Marketing or any relevant campaign management in a brand, e-marketplace, or advertising agency/digital enabler environment
• Substantial and proven experience in marketing budget management.
• Strong Operational Digital Marketing profile capable of building detailed activity plans.
• Good analytical skills, understanding eCommerce landscape, building consumer journey and audience engagement
• Great attention to detail
• Fluent in English. Any local SEA language will be a plus
• Ability to challenge status quo and drive continuous improvement.
• Exposure in managing multiple markets will be a plus