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Sr. Manager, CRM


Shanghai, SH, CN

Coach was founded in 1941 as a family-run workshop, and today is a leading New York design house of modern luxury accessories and lifestyle collections. We attribute the prominence of the Coach brand to the unique combination of our original American attitude and design, our heritage of fine leather goods and custom fabrics, our superior product quality, and our commitment to the customer experience. 


At Coach, we bring together strong, collaborative people in a culture of mutual respect, support, accountability, and passion for the brand and product. Our goal is to offer an inspirational and modern workplace that allows exceptional talent to thrive.

Coach Greater China Customer Relationship Manager Department is a core competency that is instrumental in driving the Coach CRM strategy and developing customer recruitment & retention campaigns across China, Hong Kong and Taiwan. This role will be the leader of GC CRM team, reporting directly to the Greater China Senior Director of CRM & Retail Marketing.




  • Leverage Social CRM and ECRM to motivate customers’ brand engagement and increase their brand affiliation
  • Offer unified customer experience across all platforms, and try drive online traffic to offline store
  • Cultivate customer habits and brand awareness through encouraging frequent brand interactions, to establishing long-term commitment
  • Gain customer insight from CDP analysis tools as well as consumer panel, to support segmented customer communication strategy development
    Strategy Development
  • Develop Omni-channel CRM strategy and translate it into execution plans. 
  • Initiate, develop, communicate and monitor the execution and evaluation of CRM programs both online & offline, in line with the brand positioning as well as to reach the desired performance level.
  • Integrate the knowledge and expertise of customer insight in practicable CRM programs and activities in order to recruit, retain and reactivate consumers.
    CRM/ECRM/Social CRM Management:
  • Develop and oversee the implementation of a cohesive Omni-channel CRM program, to improve customer recruitment, retention and conversion across all platforms and channels.
  • Offer unified customer experience across all platforms to enhance customer loyalty and repeat purchase
  • Partner with Digital, IT and other related cross functional teams as well as 3rd party vendor, in charge of CRM/ECRM/Social CRM mechanism design, program development and implementation, track customer online behaviour and adapt mechanism from time to time
    Consumer Insights 
  • Empower data insights via CDP Customer Tagging through Bytedance / Alibaba/ Tencent to provide unique experiences
  • Business analysis and reporting, including but not limited to analysis of Omni-channel customer performance Sales performance, Marketing/CRM campaigns performance, store metrics, offline big event recap. Provide key insights based on analytical result
  • Collect competitive intelligence, consumer insights, overall market/economic trend and perform in-depth analysis on the implications of these insights, then prepare regular GC customer deep dive report accordingly
  • Proactively monitor best practice of competitor and the industry as well as breakthrough digital-enabled new retail trends; Understand the application of these trends on Coach CRM strategy
    Team & Financial management:
  • Management and achievement of key KPIs- recruitment, retention, reactivation
  • Manage efficiently and effectively the budgeted fixed costs on CRM
  • Analyse, explain deviations, and take corrective actions.
    The accomplished individual will possess...
  • At least five years of client-facing experience in retail industry or top CRM/digital agency or top Ecommerce company
  • Proven strategic vision, the ability to see the big picture and think strategically.
  • Problem solving skills: identify problems, decompose problems and structure solutions to solve problems 
  • Strong analytical skills: understand and summarize business implications of numbers, industry reports and customer insights
  • Have knowledge on Business Intelligence, Database Modeling, Data Mining, Statistics area
  • Strong PPT and Excel skill is a must for business reporting
  • Native fluency in both English and Mandarin
  • Strong interest on China luxury market trends, industry landscape and consumers
  • Pragmatic and result-oriented in nature
    An outstanding professional will have...
  • Strong entrepreneurial spirit, and self-motivation to take real ownership   
  • Curiosity, and a passion to learn and to make an impact
  • A digital mindset: understands the digital trends and knows how to best leverage them
  • Agility and flexibility to be highly result-oriented
  • A vested interest in fashion and apparel

Coach is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant’s or employee’s qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law. Visit Coach at

Req ID:  92328

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