Job Description

Position Summary:

Responsible for developing and driving the Acquisition CRM & Ecommerce agenda through media targeting and retargeting.

This position will analyze and resolve CRM program issues in a timely and accurate manner as well as hold responsibility for monitoring data quality.

Also responsible for both B2C e-commerce marketing for KC brands and ensure that these capabilities are designed, deployed and continuously evolved & optimized to drive maximum results for ongoing commercial programs & platforms.

The role is also accountable for delivering this vision in strong partnership and collaboration with the ITS teams, Brand & eCommerce team.  The ideal person for this role (i) has a deep understanding of and has worked with various interactive & marketing technologies especially CRM technologies, is well connected with ongoing digital innovation, tools, platforms and agencies while at the same time being able to (ii) demonstrate to marketing teams the advantage that these capabilities will be able to bring to them in connecting with their consumers more meaningfully.

Main Responsibilities:

1. Develop, drive and execute Acquisition / CRM agenda

• Plan and deliver CRM strategies at corporate/business level

• Customer journey mapping : analyzing consumer touch points with the company and maximizing commercial opportunities

• Working closely with all businesses to ensure the CRM works effectively for all aspects of the company

• Overseeing direct communications with customers through the CRM

• Monitor and maximize consumer lifetime value, ensuring maximum profitability.

• Continuously monitoring and optimizing performance of CRM initiatives, and help local markets to execute corrective actions

• Working with data scientist to develop data management strategy from CRM system to DMP (Data Management platform), Audience Management of Facebook, Google, Zalo and ecommerce locals to develop CRM dashboard and to apply various analytics tactics (e.g. customer segmentation, predictive analytics) to produce Key analytics  for monitoring CRM initiatives.

• Continuously absorb emerging trends in CRM externally, and share these best practices with local markets, and help local markets execute where appropriate

1. E-commerce Marketing:

• Working with eCommerce and brand team to drive ecommerce business objectives using suitable ecommerce marketing tactics such as rolling out  subscription models/ loyalty programs, content targeting, digital shelf optimization, and linking digital CRM programs with ecommerce marketing programs

• Continuously working with other digital team members on interlinking the above capabilities with other digital capabilities in the digital ecosystem to enable seamless data-driven agile marketing e.g. programmatic buying, social listening, and analytics

Key Stakeholders:

• Reporting to Head of Media & Digital Marketing

• Key working peer relationships:  Brand, Ecommerce and Digital teams, IT, Procurement, Legal.

• Key External stakeholders relationship: digital agencies, Technology vendors, Ecommerce partners