CRM Manager – Birkenstock Greater China

Key Responsibilities
1. CRM Strategy & Planning

• Evaluate and engage partners to build out CRM system tools to support omni-channel.
• Develop and implement annual CRM strategy aligned with brand, retail, and e-commerce objectives.
• Drive customer retention, reactivation, and loyalty initiatives tailored to the China fashion consumer.
• Manage the CRM calendar, including seasonal campaigns, loyalty events, and cross-channel activations

2. Customer Data & Insights

• Oversee customer database accuracy, growth, and segmentation.
• Work closely with Data/IT teams to ensure system integrity, data hygiene, and compliance with data protection regulations.
• Analyze customer behavior and buying patterns to identify opportunities for deeper engagement.
• Deliver monthly CRM dashboards and insights to senior leadership.

3. Campaign Management

• Plan, execute, and optimize omnichannel CRM campaigns ( WeChat, mini-program, Own and Partner retail, Marketplace, etc) with ability to convey clear KPIs like customer acquisition cost (CAC) and campaign ROI
• Develop personalized customer journeys using segmentation and automation tools.
• Collaborate with retail, e-commerce, and marketing teams to ensure consistent messaging and customer experience.
• Support partner retail in rolling out regional offline activations.

4. Loyalty Program Management

• Manage the brand’s loyalty program, including tier structure, benefits, and lifecycle communication.
• Monitor program performance and propose enhancements to improve customer satisfaction and retention.

5. Cross-functional Collaboration

• Partner with Own Retail, Partner retail , E-Commerce, Merchandising, and Branding teams to support key commercial activities and product launches.
• Coordinate with global/regional CRM teams to localize strategies for the China market.

6. Customer Experience Enhancement

• Support initiatives to elevate the end-to-end customer experience, both in-store and online for both owned and partner retail..
• Lead CRM training for store teams, ensuring understanding of clienteling tools and customer outreach standards.