Role Mission:

Senior Manager Consumer Engagement and Service will be responsible for leading and building Crocs China CRM program and Customer Service operation. This role, with a consumer centric focus, will be liaison with global team to localize loyalty program into China market, lead and build capabilities across all platforms and channels, apply best practices to serve our consumer, manage vendors and work as the center of operational excellence for consumer engagement.

Key Activities:

1. CRM

  • Develop, build and lead China CRM strategy, program and foundational capabilities across different channels and various platforms
  • Execute timelines, process steps, cross functional partnerships, and communication plans necessary to drive Strategic Plan forward
  • Develop and lead key initiatives and campaigns to drive fans/members acquisition, consumer interaction and engagement and hence member lifelong value and sales
  • Develop and maintain loyalty calendar and testing roadmap to keep track of all upcoming initiatives geared toward driving repeat purchase
  • Work as product owner of consumer platform and relevant systems and tools
  • Be responsible for consumer data analysis and insight to improve acquisition/interaction efficiency and convert the right consumers
  • Partner with the analytics team to develop dashboards where necessary
  • Partner with global and regional team to execute strategies, optimize programs, and implement global customer reporting frameworks

2. Consumer Service

  • Lead and oversee customer service operation to achieve KPI, improve consumer satisfaction and drive service to sales conversion.
  • Design proper consumer surveys to identify and understand key customer pain points and search for the most efficient actionable solution
  • Develop and lead projects and initiatives to enhance consumer experience and improve consumer satisfaction
  • Supervise critical consumer complaints and work as escalation point
  • Collect, filter, analyze and share voice of customers (VOC) with internal audience
  • Develop and continuously improve a measurable quality evaluation program to ensure service level
  • Drive operation excellence and process optimization

3. Team, leadership and vendor management

  • Be able to work collaboratively with cross-functional teams to reach consensus and common goals
  • Oversea allocated budget and draft business case when never is necessary
  • Build, lead and coach a team with high ability and performance
  • Be able to report and present insights and industry new trend and best practices to senior management team
  • Lead vendor sourcing, pitch and performance management to be in line with business growth strategy

Deliverables and Indicators (KPIs):

  1. Member acquisition and subscription target
  2. Member engagement and commercial value (i.e. first buy, repeat purchase)
  3. Consumer service level KPIs
  4. Consumer satisfaction and dissatisfaction
  5. Budget utilization rate and efficiency
  6. Ecommerce revenue and growth
  7. Ecommerce profitability
  8. Online user experience.

Job Requirements:

1. Education: Bachelor’s degree or above

2. Experience:

  • Minimum 8 years’ E-Commerce experience and team management 3+ years
  • Experience developing and improving Omnichannel customer loyalty program in China market
  • Experience to manage vendors and agencies to deliver brand’s KPIs
  • Self-starter with an innate curiosity and the dedication to test, learn, adapt and be agile in a consistently evolving environment

3. Knowledge:

  • Deep understanding of the eCommerce landscape and Omnichannel environment and evolving tools and platforms used to improve acquisition outcomes
  • Experience analyzing and developing recommendations based on customer data including cross-selling
  • Familiarity with leading CRM and CS technologies (e.g., CRM system, Customer Data Platforms, Chatbot, AI QA, predictive modeling applications)

4. Interpersonal Skill:

  • Highly organized, consumer-centric, business-driven; ability to work under pressure, responsive, meet deadlines and be flexible; curiosity, passion for Internet and strong team spirit
  • Ability to interact with across levels of the organization; strength in articulating opportunities and best practices, and execute and project manage supporting action plans

Key Role Dimensions:

1. Key Relationship:

Internal:

  • eCommerce Marketing
  • eCommerce Operation
  • Brand Marketing
  • DTC
  • Wholesale
  • Finance
  • Legal

External:

  • Service solution provider
  • System solution provider
  • TP

2. Geographical Area: Mainland China

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