Reference Code:  49989

Assistant Manager -CRM

New York, NY, US


Founded in Florence in 1860 as a workshop, shop and subsequently school of watch-making, for many decades Panerai supplied the Italian Navy and its specialist diving corps in particular with precision instruments.The designs developed by Panerai in that time, including the Luminor and Radiomir, were covered by the Military Secrets Act for many years and were launched on the international market only after the brand was acquired by the Richemont Group in 1997.

Today Panerai develops and crafts its movements and watches at its Neuchâtel manufacture. The latter are a seamless melding of Italian design flair and history with Swiss horological expertise. Panerai watches are sold across the world through an exclusive network of distributors and Panerai boutiques.

At Panerai North America, We are proud to employ talent from many different backgrounds, experiences, and identities. We believe that when diversity and inclusion are fully embraced and empowered, creativity and knowledge emerge to deliver excellence. We continue to work towards creating a workforce that represents the diversity of our clients and our communities.





In this role, the Candidate will report directly to the head of Marketing the US and partner with the global digital and CRM team in Milan. They will liaise with the Marketing, Retail and Technical Support to optimize client experience and identify new opportunities to enhance business and drive sales (on/offline) through the successful implementation of the Panerai global CRM strategy for North America.  The role is supporting Panerai’s growing Retail, External Boutique and Ecommerce Business.



Panerai Global CRM strategy execution and local action plans proposal: 

  • Responsible for the deploy of the global CRM plan on/offline on the market within the given timings and budgets;

  • Based on results and impact of current CRM plans propose local activation to transfer US specific needs within the Panerai Global CRM strategy to promote brand awareness and push sales on and offline;

  • Proactive benchmark competitors programs in the luxury goods sector (Best Practice Reporting). 

Client intelligence/Database management:

  • Responsible for establish/maintain a high quality of data within the CRM system and associated database;

  • Define and implement process and action plans in order to feed and develop the customer/prospect database, and to improve data quality through different channels including boutiques, events and social media;

  • Mange the creation of client journey and monitor the results of contact occasions, including segment growth, retention, and reactivations

  • Lead local tests of new technologies and releases and report and track bugs.

  • Coordinate with:

    • Marketing and PR teams on CRM events to maximise logistics and ROI;\

    • IT to solve any technical issue related to the CRM database.

Customer Database analysis:

Analyze Panerai client behavior, perform ad hoc analysis as needed by Marketing or Retail departments;

Debrief analysis with Panerai Retail Operations and Marketing teams, discussing with them action plans that could be implemented.

Reporting Create campaigns and analyze and track all activities results (ROI) for all events and activations  

Training: Train, support and motivate boutique managers and staff and Call Center staff on CRM platforms and KPIs




  • Bachelor’s Degree in marketing or a technical field

Required experience:


    CRM Experience. 2+

  • Luxury goods or Automotive experience preferred.

Technical skills / abilities:

  • Technically savvy – advance proficiency in MS Office, especially excel.

  • Knowledge of Salesforce required  

  • Experience testing technology and tracking issues.

Personal skills:

  • Attention to detail with exceptional organizational skills a must.

  • Ability to collaborate with a team as well as work independently with little supervision.

  • Willing to adapt to changing priorities and multi task.

  • Strong analytical and communication skills.

  • Ability to travel 5-10%.