CRM Manager - Trendy Sports

Location: Shanghai, China (Confidential Client)

We are partnering with a global leader in premium sports equipment and lifestyle apparel, recognized for its century-long heritage and commitment to performance innovation. We are looking for a data-driven and consumer-centric CRM Manager to lead the brand’s membership strategy and loyalty programs in China, driving long-term consumer value and business growth.

About the Company

Our client is an iconic international brand that sits at the intersection of elite sports performance and premium lifestyle. With a strong presence in professional sports and a growing footprint in high-end fashion, the brand is dedicated to building deep, lasting relationships with its community of athletes and enthusiasts. They offer a dynamic, international, and entrepreneurial work environment.

About the Job

As the CRM Manager, you will report to the Marketing Director and be responsible for the end-to-end design, implementation, and optimization of the brand's CRM and loyalty strategy in China. Your goal is to build a robust membership ecosystem that connects offline retail and online e-commerce channels (O2O).

Key Responsibilities:

1. CRM Strategy & Loyalty Program:
   • Develop and execute the annual CRM strategy, including membership recruitment, retention, and win-back programs across all touchpoints.
   • Manage and optimize the brand's membership tier system, benefit architecture, and points economy to enhance consumer stickiness and Lifetime Value (LTV).
2. Omnichannel Lifecycle Management:
   • Design and implement consumer journey maps for different personas, ensuring a seamless and personalized experience across WeChat Mini-programs, Tmall, JD, and physical retail stores.
   • Drive O2O (Online-to-Offline) initiatives to bridge digital engagement with in-store experiences.
3. Data Analytics & Insights:
   • Leverage the CDP (Customer Data Platform) and other analytics tools to monitor membership health, campaign performance, and consumer behavior.
   • Provide actionable insights to Marketing and E-commerce teams to optimize ROI and drive targeted marketing (segmentation and tagging).
4. Campaign & Content Execution:
   • Plan and execute CRM-specific campaigns (e.g., Member Days, Double 11, Private Traffic activations).
   • Collaborate with the Social/Digital team to create personalized content for private traffic channels (WeChat groups, Enterprise WeChat).
5. Cross-functional Collaboration:
   • Work closely with Retail Operations, E-commerce, and IT teams to ensure technical integration and operational alignment of CRM tools and processes.

Skills and Experience Required

1. Experience: Minimum of 6-8 years of experience in CRM, Loyalty Marketing, or Consumer Insights, preferably within the Sports, Fashion, Luxury, or Premium Retail sectors.
2. Platform Expertise: Deep knowledge of China's digital ecosystem, particularly WeChat CRM (Social CRM) and Tmall/JD membership operations.
3. Analytical Skills: Strong data literacy; experience with CDPs, CRM software (e.g., Salesforce, Adobe), and data visualization tools is highly valued.
4. Education: Bachelor’s degree or above.
5. Communication: Fluent in English and Mandarin (written and verbal) is mandatory for effective communication with both local and global stakeholders.
6. Key Traits: A strategic thinker with a "hands-on" execution mindset; passion for consumer behavior and sports culture is a significant plus.

Consultant Contact Information

WeChat ID: ginasun0109

Please find more information here.