CRM Senior Manager

¥41k - ¥60k 月薪
22 Oct 2021

CRM Senior Manager

Purpose & Overall Relevance For The Organization

  • Planning and delivering Friso & Dutch Lady CRM strategies across the company.
  • Focus on customer insights collection and analysis to drive customer centric growth strategies and programs
  • Create the CRM engagement & communications calendar by capitalizing on online & offline channels with lifecycle management
  • CRM project management, including planning, execution, measurement, reporting and roll-out activities


Membership Acquisition & Retention

  • Lead membership acquisition program in omni-channels (e-coms, social, offline retail stores, etc)
  • Manage and execute membership benefit program on cross channels
  • Manage the membership access route

Social Private Traffic

  • Develop Friso Private Traffic which support a brand sustainable growth strategies
  • Maintain and execution for annual member engagement / conversion programs on corporate wechat platform

Engagement Calendar & Mum Club

  • Continuously build Friso Mum Club as membership engagement hub on wechat
  • Member affinity building through interactive campaign by wechat, e-coms and joint-KA client

Life Cycle Communications

  • Own consumer engagement from 1st purchase to their continuous journey
  • Interlace brand, product and key moments to give an engaging experience
  • Articulate offers for increasing repeat purchase

Systems and Processes

  • Exposure to CRM transactional and reporting tools preferred
  • Awareness of best practice tools in the industry to make engagement more efficient


  • Manage budget
  • Support business cases with clear rationale as and when needed

Key Relationships:


  • Brand Marketing
  • Sales Team (Shopper Marketing, Consumer education,Key-account, e-Commerce)
  • IT
  • Consumer insight
  • Regional (Singapore) & Netherland project team


  • CRM Agencies / Venders
  • Social & vertical sites
  • Retailers


  • Proven track record of creative thinking and awareness of the ongoing digital trends when it comes to engaging &consumers.
  • Solid CRM experience according to brand communications and standard calendar
  • Past experience of handling omni – channel(social, online, offline) communications
  • Demonstrated ability of taking initiative and influencing people
  • Good in written and oral English Skills
  • Progressive experience in Mum & Baby business are preferred
  • Fast learner, proactive working attitude and strong project management experience
  • Proven ability of working with CRM agencies and generating excellent work from them
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