Director, Global CRM & Loyalty Marketing - DFS9112564 in Hong Kong at DFS

Date Posted: 7/2/2019

Job Snapshot

Job Description

DFS (LVMH group) is the world's leading luxury retailer catering to the traveling public. We are currently seeking a Director, Global CRM and Loyalty to join our team. This position is responsible for developing and executing the global strategic vision for CRM, customer lifecycle marketing programs and loyalty strategy. The candidate will manage DFS’ customer acquisition, retention and customer journey mapping initiatives. He/she will be the Sales Force & Matrix (loyalty system) group product owner and will lead the product roadmap, partnering with IT to develop the platform. This position will also work with the analytics team to lead all test-and-learn efforts to drive ROI and to increase customer lifetime value. This leader will oversee all personalized communications to our customers and will work closely with all internal teams (marketing, merchandising, creative, finance, operations, learning and development), as well as external vendors, to develop the appropriate multichannel strategies and programs to drive revenue via actionable customer insights. A successful candidate will have strong retail, e-commerce or travel industry experience, with a deep understanding of the customer experience and CRM/ social-CRM. He/she will also have a penchant for digital creative and analytics.

Key Responsibilities:
Strategy & product roadmap:
• Develop and gain approval of the strategic plan for customer relationship marketing, database marketing and customer research. Ensure integration into corporate strategy and objectives.
• Be a CRM subject-matter expert on customer data, data architecture and new ways of executing CRM programs to achieve a 360 customer view.
• Define, develop, and oversee CRM strategy and large scale programs within the context of DFS’ online and offline sales and marketing objectives to build profitable, long-term customer relationships that drive customer retention and incremental sales to the brand.
• Ownership & management of program budgets and achievement of customer revenue targets.
• Partner with IT to develop and implement a CRM product road map suited to support the needs of the business regarding data/address hygiene, campaign management, database analytics, business intelligence and other appropriate applications. Lifecycle Marketing:
• Develop and implement programs for customer on-boarding, lifecycle management, referral and win back initiatives.
• Work with creative team to manage CRM program creative, including copy, production and campaign implementation, within agreed budgets and timing
• Manage execution of all 360 customer communications (emails, direct mail, SMS, WeChat, etc.) for all markets.
• Establish industry-leading customer relationship marketing programs utilizing a test and learn methodology to implement traditional and non-traditional methods of engaging and retaining customers.
• Own and manage customer communications calendar.
• Maximize engagement and ROI on all CRM initiatives by identifying key audience segments, look-alike models, message frequency, personalization tactics, etc. and lead reporting to inform the development of the lifecycle programs.
• Work across regions to identify and share best practices resulting in global roadmaps for acquisition, retention, and Loyalty. Loyalty:
• Lead Loyalty program development, performance and operations.
• Define, launch and evolve loyalty programs that enhance customer engagement and profitability.
• Manage loyalty activation goals and develop local tactics and plans to drive effective enlistment of new, high-value members.
• Increase customer loyalty through elevated and strategic VIP programs for all regions.
• Grow customer base exponentially and accelerate development of top VIP customers, by developing and executing strategies for customer loyalty.
• Expand the penetration of the loyalty program in all markets.
• Develop & execute the member engagement strategy to drive member experience, retention & loyalty.
• Drive innovation to enrich DFS' loyalty program.
• Identify key drivers of engagement (recruitment & repeat) and socialize use cases of marketing initiatives that successfully capitalize on these drivers
• Ensure successful adoption of CRM tools across all regions. CRM Analytics:
• Analyze customer data, create behavioral reporting, establish and measure global customer retention & loyalty goals, manage program performance, and create actionable and strategic plans to support marketing decisions.
• Identify customer lifecycles, calculate LTV and develop key customer segments.
• Partner closely with analytics and data science teams, providing direction to customer analytics team inclusive of establishing analytics roadmap, writing analytics briefs, and aligning on methodology and approach to measurement of customer lifetime value.
• Continuously review and recommend opportunities to enhance the quality and accuracy of the customer database. Lead the development of database marketing analytics, such as statistical modeling, customer profiling, segmentation analysis, and other analytical techniques to improve customer insights, retention and loyalty.

Key Requirements:

• At least 10 years direct experience in CRM/Loyalty/Client Services. Minimum of 2 years at a Director level. Solid understanding of retail a big plus.
• Experience must include a combination of CRM/Database, Marketing, and Market Analysis, and a blend of proven strategic and tactical capabilities.
• Passionate about Client Satisfaction and able to motivate and face challenging situations.
• Digital minded, curious about new habits and client behaviours.
• Strong experience and familiarity with Salesforce systems a plus.
• High degree of professionalism in communication, attitude and teamwork with customers, peers, and management team.
• Excellent presentation and facilitation skills.
• Strong leadership and coaching skills to build and develop a high-performing team.
• Proven ability to manage external suppliers and partners and ensure top value and performance for organization.
• Creative, analytical and thoughtful thinker – open to testing new ideas and work towards validating results.