Code de référence:  90179

CRM EMEA Project Coordinator

Genève, GE, CH


Fondée à Florence en 1860 en tant qu’atelier, boutique et école d’horlogerie, la maison Panerai fournit durant de nombreuses décennies des instruments de précision à la Marine italienne et, plus particulièrement, à ses commandos de plongeurs de combat. Les montres conçues par Panerai à cette époque, notamment la Luminor et la Radiomir, sont couvertes par le secret militaire durant plusieurs années – elles ne seront lancées sur le marché international qu’après l’acquisition de la marque par le Groupe Richemont en 1997.

À l’heure actuelle, Panerai développe et fabrique ses propres mouvements et montres au sein de sa manufacture de Neuchâtel. Ses créations associent harmonieusement l’histoire et le sens du design italien au savoir-faire horloger helvétique.

1) Summary of Position:


Reporting to the Global CRM Manager, the Candidate will support the local deployment of the Global CRM strategy in the EMEA region. The responsibilities of this role include establishing a tight collaboration with the market referents in order to: enrich the global CRM program by developing, planning and supporting in the implementation of local CRM campaigns, help understand customer’s needs, improve CRM performance and drive commercial value of internal boutiques and dealers. Work closely with the markets’ CRM referents, central marketing & retail, Clients Relation Centers and Group functions to contribute to the engagement and loyalty of our customer base in EMEA.


CRM Tools and Database Management

  • Monitor client data capture, partner with local CRM referents and retail team to ensure data targets are met

  • Be a key user for all CRM tools and provide support to market referents in their use, building guidelines and use cases to support local application

  • Own the EMEA newsletter and outbound communication calendar. Ensure Panerai is present locally across all EMEA markets in the most relevant way

  • Responsible for the continuous testing, learning, and optimization of the CRM communication in the regions

  • Explore local application of outbound campaigns through the most relevant channels locally 

  • Leverage segmentation to perform tailored targeting activations

  • Ensure high level of security for client data (process, rules, controls, training etc.) to ensure compliance with internal audit guideline


CRM Framework Application and Localization

  • Support the Global CRM Manager and local markets with the rollout of our CRM framework and strategy in internal boutiques and e-commerce

  • Suggest adaptations and actions to give a strong local imprint to the global CRM framework and make them happen

  • Liaise with market referents for the ongoing execution and monitoring of CRM actions and result

  • Support the extension and personalization of CRM activities to wholesale and external boutique partners, acting as a liaison also with the dedicated HQ referents


CRM Data Quality & Analysis

  • Become the driving force for database management and enrichment in EMEA, always working with local CRM referents to ensure data quality

  • Ensure data quality by sharing data-cleaning and de-duplication process guidelines

  • Update and prepare reports and charts (client segmentation, profiling, data capture…) for HQ and local team review

  • CRM data verification and database health activity and reporting

  • Perform ad hoc analysis, as needed, to support monitor DB and campaign performances



  • Bachelor degree or above

  • Minimum 3 years working experience in luxury retail / fashion / cosmetics industry, specialized in CRM / digital marketing. 

  • Salesforce expertise and experience

  • Good proficiency of SQL and its variation among popular databases it’s a plus

  • Understanding of retail/wholesale client experience

  • Strong entrepreneurial spirit

  • Adaptable to change and uncertainty with the flexibility to work in a fast-paced, start-up, and multicultural environment

  • Highly self-motivated, analytical, with sharp attention to detail

  • Strong project management and time management skills

  • Strong focus on execution & rigorous implementation

  • Agile methodology experience is a plus

  • Skilled in both written and spoken English, Italian and French are a plus


Relevant KPIs:

  • New tool adoption within markets/relevant departments

  • On-time rollout of new streams (as per Richemont roadmap)

  • Improvements to existing streams

  • Issue resolution