Reference Code:  12944

CRM Manager

Shanghai, 31, CN


Panerai is a high-end status sports watch brand that operates in a niche segment, fully exploiting its values of belonging that allow Panerai owners to feel part of an exclusive club.
The fundamental values of Panerai are based on history and the sea world, authenticity, exclusivity and rarity, product identity, Italian design and Swiss technology.

1) Summary of Position:

Reporting to local Marketing Director the Candidate will execute the local deploy of the Global CRM strategy. The responsibilities of this role include enriching the CRM Maison program by developing, planning and implementation of local CRM campaigns to deliver high levels of engagement, help understand customer’s needs, improve CRM performance and drive commercial value on internal boutiques, dealer CRM program and Chinese traveler CRM action. Work closely with the headquarters’ CRM team, local marketing & retail, clients relation center and Group local functions to contribute significantly to the establishment of a premium customer base & CRM plan in China.

2) Area of Responsibilities:


CRM Action Plan & Management
o Rollout of the Global CRM program on  Internal boutique & online CRM database
o Suggest new clients CRM strategies  corresponding to the local needs to support dealer CRM program and Chinese traveler CRM engagement/loyalty in the context of the global strategic plan
o On-going execution and monitor of CRM programs and results.
o Coordinate with Project team to develop China SAP CRM platform switch
o Work with Group IT and Legal functions  to solve any technical/legal issue related to CRM


CRM Tools and Database Management
o Ensure the operational implementation and execution of CRM campaigns with the internal boutique network
o Master local tools, database and their evolutions towards the global Panerai framework (NSI, SAP)
o Be a key user for the CRM tools
o Monitor locally client data capture, partner with retail team to ensure data capture targets are met
o Ensure data quality by sharing data-cleaning and  de-duplication process guidelines
o Update and prepare reports and charts (client segmentation, profiling, data capture…) for HQ and local team review
o Release monthly KPIs and analysis of retail and contact center activities for management and HQ
o Ensure high level of security for client data (process, rules, controls, training etc.) to ensure compliance with internal audit guideline and China legal environment
o Perform and coordinate CRM tool training and provide regular updates in boutique
o Attend Richemont key user meetings, technical roll-outs and system tests


Omni-channel Experience Program
o Develop short / mid-term strategy and action plan to build seamless and consistent client experience throughout all touch points, Boutiques, Client Relation Centre, WeChat and Website.
o Work with Digital Team to develop/support digital-client innovation


Affinity Partnership Development
o Develop affinity partnership, detect cooperation opportunities, and define the action plan for client prospection
o Monitor ROI
o Lead the seasonal treatment for main holiday occasions: New Year, Valentine’s Day(s), Xmas, etc
o Compile and share regular best practices of competitors


Client collateral co-ordination
o Co-ordinate operationally the shipment of loyalty development tools to clients living in Mainland China (publication mailing, digital tools emailing, cards, gifts, invitations to events)
o Support all direct marketing campaigns by coordinating with CRM HQ and Richemont Client Relation Centre


3) Profile:

o Bachelor degree or above
o Minimum 5 years working experience in luxury retail / fashion / cosmetics industry, specialized in CRM / digital marketing.  Wechat expertise and experience is preferred
o Positive attitude and a good team player, at ease with transversal and multi-sites organization
o Entrepreneurial spirit
o Applied analytics sensibility with proven ability to make profitable decisions based on data
o Excellent communication skills and relationship management skills
o Adaptable to change and uncertainty with the flexibility to work in a fast-paced, start-up, and multicultural environment
o Hands on experience and proficiency in CRM and business intelligence tools
o Statistical and familiar with data-mining models and tools
o Highly self-motivated, analytical, with sharp attention to detail
o Strong project management and time management skills
o Strong focus on execution & rigorous implementation
o Skilled in both written and spoken English and Mandarin