Product & CRM Manager, North Asia

Purpose of the role:
This role executes the regional priorities and projects that enhance the Aesop product and CRM offering across North Asia channels and platforms that support markets on a continuous refinement of customer marketing strategies, including but not limited to CRM and direct-to-customers retail gestures, pricing, forecasting, reporting and campaign management in stores and online.

The Manager has a clear understanding of how to leverage customer behavioural, lifestyle, transactional, and demographic data with a vision of having a holistic customer view to acquire, retain, grow loyalty and increase their lifetime value to the business. The position demands extensive cross-functional collaboration, strong and influencing communication skills, excellent project management skills, analytical skills (from dashboards reporting on power BI, tableau) to provide bite-sized regional reporting with clear business impact.

Primary Accountabilities:
Management and Strategy:

• Manage the region's planning of customer marketing strategies and prepare regional reports on customer and post-campaign results and key learning.
• Provide CRM recommendation of segmentation and contact strategies with clear measurements/ KPIs across key campaigns and platforms.
• Along with senior CRM management, the Manager plays an active role in the formation of ongoing CRM strategies as well as the weekly/monthly/annual departmental calendars that enable the continuous and consistent testing, learning, and optimization to maximize consumers' lifetime value.
• The position also structures and proposes Measurement & Evaluation at Campaign and Category level with a view of maximizing customer marketing KPI improvement, ROI, and business impact.

CRM & Customer Segmentation:

• Provide CRM recommendation of segmentation and contact strategies with clear measurements/ KPIs across key campaigns and platforms, working in collaboration with global and local CRM teams.
• Manage the weekly/ monthly/ annual departmental calendars that enable the continuous and consistent testing, learning, and optimization to maximize consumers' lifetime value. The position also structures and proposes Measurement & Evaluation at Campaign and Category level with a view of maximizing customer marketing KPI improvement, ROI, and business impact.
• Support local Marketing/ CRM teams in performing segmentation and audience selection for specific campaigns and customer activations.
• Work with the Global CRM function and Data Analyst (Global) to help identify new regional segmentation needs and regional campaign opportunities.

Product Forecasting & Pricing:

• Support the new product development process by assisting on pricing validation efforts.
• Supporting launches of new products by helping validate sample and forecast behaviour
• Refining country behavioural models to help make the forecasts more accurate based on country and regional growth strategy

Product Experience & Campaign Management

• Support the Marketing, Retail and Product teams on regional campaign performance activities to better understand how marketing & retail efforts are affecting traffic, conversion and yield for the business in the region
• Work with Global & Regional & Local teams to help determine how products and campaigns are shaping marketing and market behaviour and understanding their effectiveness in the Region
• Work from the global product development roadmap, global guidelines and strategic documents, as well as local data and insights to plan for Asia category growth strategy, product pricing strategy, new products opportunities assessment and market research
• Work with Global Category teams to better understand product performance in the Region and interpret campaign objectives to drive business impact
• Work with key stakeholders to ensure the product information is communicated in an accurate and timely manner. This includes go-to-market information, products updates and product performance reporting
• Observe market trends for products and customer experience and share information to relevant stakeholders and teams

Key Experience, Knowledge & Skills Required:
The successful applicant will be someone who can quickly synthesize information from numerous data sources and can pull it together for others in an understandable way. You need to have a mix of technical ability for analysis along with communication skills to explain your work. The role requires exceptional attention to detail and comfort working with a cross disciplinary team to determine the appropriate solution for a particular set of requirements and then being able to work with that team to deliver it.

• Customer marketing experience (preferably in beauty, lifestyle and hospitality and a strong background in CRM, consumer research, statistical or analytical methods.
• Preferably with senior managerial position on product marketing, CRM, business analytics, e-Commerce/ digital business transformation with demonstrable experience working across a mix of channels.
• Demonstrable experience with data visualisation and analysis tools such as Tableau, PowerBI or Excel.
• Solid problem-solving capacity with a focus on outcomes.
• Articulate, composed and excellent communication skills.
• Expected to be able to work within a multi-disciplinary group.
• Expected to have familiarity with region specific digital and e-Commerce platforms (e.g. WeChat, Naver, Line etc in Asia, Facebook etc globally).

Aesop's Inclusive Hiring Principles :
Diversity, Equity and Inclusion is not a project. It is a way of being."
Aesop is committed to attracting, developing and retaining the very best people by offering a creative and inclusive workplace where talent is truly recognised and rewarded. We are committed to promoting inclusion for all with the belief that diversity, inclusion and belonging plays an important role in the success of our organisation. We actively encourage everyone to consider becoming a part of our journey.