About this role
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