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MAIN PURPOSE
The Regional Client Experience Manager will manage the client relation and drive service excellence across all channels (retail and partners retail), with the objective of delivering a highly qualitative & consistent Omni-channel Client Experience aligned with our Maison guidelines. Together with the management, She or He will define and implement the client relations strategy across the region, in line with our Maison global strategy.
She or He will drive new client acquisition through organising qualitative events for the Maison’s existing client database, prospects, and with third-party collaborations. She or He will work closely with the local marketing and commercial teams, as well as the HQ CRM team, to contribute significantly to the establishment of a premium clientele base, and to ensure CRM works effectively for all aspects of the Maison.
To be successful in this role, the candidate must have excellent data analytical skills, a good eye for detail and possess a ‘can-do’ attitude. Our Regional Client Experience Manager will be the effective bridge between marketing and retail, ensuring business continuity and success. She or He must be willing to work with passion and grow with the Maison. This role is based in Singapore and will report directly to the Regional Marketing & Communications Director.
KEY RESPONSIBILITIES
- Project management for Retail CRM & Customer Experience (CX)
Define & develop, with the Regional Marketing & Communication Director and sales managers / country management, the CRM strategies and action plans for all boutiques in the SEAO region, as well as their implementation and follow up to ensure delivering a high level of client experience.
- Define and elaborate regional and local CRM action plans to achieve customers’ recruitment and retention objectives: Identify local partners and opportunities in line with brand’s identity, define relevant initiatives to acquire new data and activate current customers, execute their implementation, measure the ROI of each action.
- Oversee all direct communications with customers through the CRM and implementation of direct marketing activities according to Headquarters’ guidelines (physical mailing, e-DM campaign, etc.) with local specificities (local celebrations and product launches): propose targeting recommendations, measure results and suggest corrective actions in collaboration with Headquarters.
- Coordinate boutique events and activities: suggest and develop formats replying on the brand’s DNA and product launches, define client targeting and ensure their implementation in close collaboration with key stakeholders.
- International events coordination for the region (Manufacture visits, international events…); Analysis & follow up post event ROI
- Animate regional CRM community, including regular Regional CRM meetings with boutique CRM in charge and local marketing team to share best practices and brainstorming for client event activations; Ensure the CRM and client experience strategy are deployed in each boutique.
- Work closely with boutique teams to plan, execute, and manage unique and memorable customer experiences, including CX gifting strategies (i.e., birthdays, anniversaries, seasonal gifting) at boutique level, with alignment to brand guidelines and budget.
- Coordinate the annual gift ordering from HQ with local markets / boutique managers
- Benchmark the competition in terms of client experience
- Engage in ad-hoc responsibilities and/or projects as needed to assist in the continuous growth of the Maison.
2. Database Management
Coordinate and ensure the local implementation of various database related projects across South-East Asia & Oceania, such as “The View”.
- Be responsible for the local implementation and maintenance of CRM system
- Analyze client data: monitor all clients related KPI’s as per Headquarters’ guidelines. Manage & ensure the efficiency of the digital CRM platform (the View): strategy, implementation, follow up, support to the boutique teams. Analysis and reporting to local management and Headquarters.
- Manage the local client database: ensure the accuracy and quality of customer data in current database, set objectives on quantitative and qualitative data collection. Ensure the database is segmented effectively for targeted marketing activities.
- Monitor and maximize customer lifetime value strategies ensuring maximum ROI.
- Achieve CRM KPIs such as acquisition rate, retention rate, conversion rate and data accuracy.
- Act as a local expert on the privacy policy law: ensure all materials and action plans are meeting local laws and Richemont policies, liaise effectively with Headquarters and local legal departments when needed.
REQUIREMENTS:
- Bachelor degree or equivalent: preferably in Marketing or other fields of Business
- Minimum 3-5 years CRM management experience in luxury goods / retail industry
- At ease with figures, result driven with good analytical mindset
- Excellent communication and presentation skills: able to communicate effectively with internal & external parties
- Excellent proficiency with MS Office. Knowledge of CRM softwares is a plus
- Highly flexible and able to work both independently and in team with a positive can-do attitude and be self-motivated
- Strong project management with a focus on execution and rigorous implementation.
- Macro and detail oriented, with strong problem-solving skills
- Able to multi-task, effectively prioritize and work under pressure in a fast peace environment
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