CRM Manager

The CRM Manager (hereafter “the role”) will own the end-to-end design, build-up and operation of CooperVision China’s first cross-platform consumer data platform (CDP) and CRM capability, covering Tmall, JD, Douyin, and offline store / optical retailer scan-to-join. The role will establish a brand-owned, sustainable communication asset, shift consumer engagement from a platform-dependent “traffic-buying” model to a data-driven “new + retained customer” model, and improve the efficiency of acquisition investment across the full product lifecycle - from myopia control (starting in hospitals) to adult lenses (offline optical stores and EC) - ultimately lifting brand new-customer ratio, repurchase / upgrade rate and member penetration.

• CDP / CRM Strategy & Roadmap:

• Translate the CDP & CRM project into a phased executive roadmap and define measurable success metrics, including brand new-customer ratio, new/returning customer contribution, loyalty and member penetration by channel.

• Diagnose current acquisition and retention pain points (rising new-customer and re-purchase communication costs, shortage of owned media, dormant customers reachable only within a single platform) and quantify the upside of a brand-owned data asset.

• Input business requirements to ISV / CDP vendor partners and agency partners, and benchmark industry and competitor practice (EC environment, platform data interfaces) to keep the solution fit for purpose.

• CRM System Build-up & One-ID Data Infrastructure:

• Lead the CDP build programme end to end: data deployment architecture, data onboarding for offline scan-to-join, Tmall / JD / Douyin flagship consumers, historical data migration (parallel run, reconciliation and cut-over plan), and One-ID plus tag-system framework.

• Ensure first-party data ownership by the brand (private deployment, dedicated resources during mega campaigns) and business continuity through migration, working closely with IT, legal / compliance and platform partners.

• Define and maintain consumer tag taxonomy and segmentation standards (category, lifecycle stage, channel, SKU-level purchase behaviour) so that data stays usable across markets, brands and campaigns.

• Cross-Channel Consumer Insight & Behaviour Analysis:

• Build a single-view, cross-channel, SKU-level consumer behaviour picture - including what a consumer bought on Tmall vs. JD vs. offline - to support brand strategy, assortment and channel strategy.

• Monitor inflow / outflow between channels, identify true brand-new vs. channel-new customers, and prevent incentive abuse (e.g. trial-lens acquisition programmes that can currently be repeated once per platform).

• Turn insight into actionable audience strategies: profiling, cohort and lifecycle analysis (awareness → interest → purchase → repurchase), and post-campaign evaluation / learning loop.

• CRM Programme & Lifecycle Marketing Operations:

• Design and run CRM programmes across channels: content and product / activity push by lifecycle stage, new-product launches, points & tiering, member benefits and upgrade incentives, and timely consumer feedback handling.

• Reduce dependence on increasingly expensive on-platform touchpoints by growing owned (private-domain) reach - WeChat, SMS / in-app, brand membership - and improving retention economics.

• Performance Tracking, Budget & Cross-functional Leadership:

• Own the CRM KPI dashboard and regular review cadence (M+1 plan / M-1 review): acquisition cost, new-customer CPM, repurchase rate, member penetration, CRM contribution to EC GMV.

• Manage CRM / CDP programme budget, vendor and agency performance, and prioritise the initiative pipeline by expected return.

• Act as the bridge between Brand, EC / trade marketing, Medical & Professional Affairs, IT, Legal / compliance and external vendors; secure stakeholder alignment from design through scale-up.

Knowledge, Skills and Abilities:

• Strong accountability, self-motivated with a sense of ownership, and a result-oriented mindset, with strong problem-solving skills.

• Solid understanding of mobile Internet, EC ecosystems (Tmall / JD / Douyin), and social commerce trends; familiar with CDP / CRM solutions, One-ID and tag systems.

• Able to plan business based on data analysis and insight; comfortable with consumer data, funnels and cohort metrics; basic knowledge of finance.

• Strong project management and cross-functional influencing skills in a matrix organisation; hands-on, able to move from strategy to execution.

• English as working language.

Work Environment:

• Office-based

Experience:

• At least 8 years’ experience in health, beauty or 3C industry, with at least 2-3 years hands-on experience in CRM, consumer data / CDP, membership or private-domain operations; experience leading a cross-platform (Tmall / JD / Douyin) .

Education:

• Bachelor’s degree or above in Marketing, Business, Statistics, Data Science or a related field.