Group CRM Director at OnTheList

Hong Kong Island, Hong Kong, China -

Full Time

Start Date

Immediate

Expiry Date

12 Feb, 26

Salary

0.0

Posted On

14 Nov, 25

Experience

10 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

CRM Strategy Development, Data Governance, Loyalty Program Management, Customer Engagement, Data-Driven Segmentation, Cross-Functional Collaboration, Leadership, Analytical Skills, CRM Tools, Digital Platforms, Stakeholder Management, Team Management, Budget Management, Emerging Technologies, Personalization, Community Building

Industry

Retail

Description

Group CRM DIrector Report to the co-founder, the Group CRM Director will lead the strategic development and execution of OnTheList’s CRM initiatives to drive customer retention and engagement across all markets. With a primary focus on Mainland China and Hong Kong, and the remaining on other regions. This role requires frequent business travel and an initial period based in Shanghai to establish strong foundations in the Mainland market. This role is responsible for creating and implementing data-driven CRM strategies, ensuring robust data governance, and optimizing tools and processes to enhance the customer experience. The ideal candidate will possess strong leadership skills, technical CRM expertise, and the ability to collaborate cross-functionally with finance, marketing, IT, Managing Directors (MDs) and General Managers (GMs) in each market, and showroom teams to deliver measurable business results. What We Will Trust You With: CRM Strategy Development and Implementation Develop and manage the core customer lifecycle strategy (Onboarding, Engagement, Retention, Reactivation) based on a deep understanding of customer needs, pain points, and motivations. Act as the primary business owner for the CRM and Loyalty technology stack, defining the roadmap and requirements for all customer-facing tech (CRM, CDP, Marketing Automation). Evaluate and leverage emerging technologies (e.g., AI for predictive segmentation, next-best-action engines, advanced personalization) to continuously enhance the customer experience and program efficiency. Own the commercial outcomes of the customer base, directly contributing to key metrics like Customer Lifetime Value (CLV), retention rate, and base profitability. Forecast, manage, and optimize the CRM & Loyalty marketing budget to ensure efficient spend and maximum return. Collaborate with marketing, GMs in each market, and local teams to ensure campaigns and programs align with CRM goals and customer insights Data Governance and Quality Assurance Define and implement a data governance framework, ensuring a single source of truth for customer data (e.g., Member ID integration). Lead data cleansing initiatives to improve data quality and reduce errors (e.g., invalid numbers in outbound call lists). Ensure compliance with data privacy regulations across all markets. Build processes and systems to maintain data quality and accuracy across all CRM touchpoints. Loyalty Program Management Revamp OnTheList’s loyalty program, with Early Access as the hero benefit, and design tiered rewards to drive customer engagement and retention. Ensure the loyalty strategy strengthens the OnTheList brand by reinforcing its values of exclusivity, discovery, and community. Develop strategies to foster a sense of community and belonging among members, moving beyond transactional rewards to experiential and community-based benefits. Conduct ROI analysis of loyalty initiatives, including coupon and birthday voucher redemption rates. Pilot and roll out loyalty program updates, ensuring alignment with customer needs and business goals. Customer Engagement and Communication Optimize invitation journey mapping and RSVP processes to improve customer engagement and reduce cost-per-engagement. Develop strategies to improve SCRM adoption, binding rates, and engagement, supported by workshops, incentives, and targeted campaigns. Oversee digital client engagement strategies to ensure effective communication, balancing broad audience reach and high-value client engagement. Partner with the Customer Service (CS) team to align outbound calling strategies with key CRM goals. Data-Driven Segmentation and Personalization Enhance client segmentation using behavioral metrics (e.g., 12-month orders, visits, brand affinity) to enable more precise targeting and personalization. Lead the development of tagging taxonomies and segmentation frameworks for campaigns and loyalty programs. Leverage segmentation insights to shape marketing and client engagement strategies, focusing on high-value clients (top 1% revenue drivers). Cross-Functional Collaboration and Leadership Act as a central point of collaboration between Finance, Marketing, IT, operations, and Showroom teams to ensure CRM initiatives are effectively executed. Coordinate closely with Manging Directors (MDs) and General Managers (GMs) in each market to ensure CRM strategies are tailored to local needs and executed effectively. Partner with IT to ensure CRM system capabilities align with business needs, including API integrations with POS systems. Provide leadership and coaching to regional CRM teams, ensuring alignment with group objectives. Define and build the optimal CRM & Loyalty team structure to support global strategy and local execution across all markets. Mentor and develop a high-performing team with skills in data analysis, lifecycle marketing, and campaign execution. What It Takes Bachelor’s degree in Marketing, Business, Data Science, or a related field (Master’s degree preferred). 8+ years of experience in CRM, marketing, or related roles, with at least 3 years in a leadership position. Proven experience in CRM strategy development and execution, ideally in retail, luxury, or omnichannel environments. Strong analytical skills, with the ability to interpret data and translate insights into actionable strategies. Expertise in CRM tools, segmentation frameworks, and loyalty program design. Knowledge of data governance best practices and experience implementing data quality frameworks. Exceptional communication and stakeholder management skills, with the ability to collaborate across departments, regions, and markets. Leadership experience in managing and mentoring CRM or marketing teams. Familiarity with digital platforms such as WeCom, SMS/MMS/VMS, Email, and other omnichannel engagement strategies. Strong command of CRM tools (e.g., Salesforce, HubSpot) and data analytics platforms. Experience working in multi-market environments, particularly in APAC. Native or fluent English, with proficiency in Mandarin preferred.

Responsibilities

The Group CRM Director will lead the strategic development and execution of CRM initiatives to drive customer retention and engagement, focusing primarily on Mainland China and Hong Kong. This role includes creating data-driven CRM strategies, ensuring data governance, and optimizing tools to enhance customer experience.