Sr. Mgr. Membership Insights & Analytics

JD Senior Manager CRM Insights & Analytics

Purpose & Overall Relevance for the Organization:

• Collaborate with Marketing and cross-functional teams to develop and execute the company’s CRM strategy, driving member acquisition, engagement, repeat purchase and lifetime value growth.
• Establish annual CRM planning, member lifecycle strategies, and data-driven marketing capabilities across all consumer touchpoints.
• Drive business impact through advanced analytics, consumer insights, AI-driven modeling.
• Enable data-informed decision making by providing actionable consumer insights to senior leadership and cross-functional stakeholders.
• Lead and develop a high-performing CRM insights & analytics team while collaborating closely with Marketing, Retail, Digital, BU, and Technology teams.

Key Responsibilities: 

CRM Strategy & Annual Planning

• Develop and drive annual CRM strategy, roadmap, and KPI framework aligned with business objectives.
• Support the development and execution of the CRM annual operating plan, campaign calendar, member lifecycle strategy, and engagement programs across key product categories.
• Lead the implementation of Data & AI initiatives to enhance membership operational efficiency.

Marketing Campaign & Channel Support

• Develop audience targeting strategies and member engagement approaches for marketing campaigns and key business initiatives.
• Support the CRM Operations team in campaign measurement, performance tracking, post-campaign analysis, and optimization recommendations.
• Partner with channel teams to provide membership operational reporting, store-level targeting strategies, and product-to-consumer matching initiatives.
• Promote data-driven decision-making across retail and digital channels.

Membership Engagement & Loyalty Operations

• Support the planning and execution of membership mini-program and loyalty program initiatives, including content and asset management, campaign operations, gift assortment, inventory management, and performance evaluation.
• Continuously optimize member engagement, participation, and redemption experience through data-driven insights and recommendations.

Consumer Insights & Business Analytics

• Deliver strategic membership insights and business analysis to senior management.
• Conduct multi-dimensional analysis across brand, channel, category, product, and consumer behavior.
• Identify growth opportunities and business risks through advanced consumer analytics.
• Translate complex data into actionable recommendations for business stakeholders.

Data Products & Advanced Analytics

• Drive the development and deployment of data products and advanced analytics solutions, including customer tagging, AI-powered segmentation, dashboards, and predictive models.
• Collaborate with Technology and Data teams to enhance data quality, scalability, automation, and the adoption of analytics capabilities across the business.

People Leadership

• Lead and develop a team of 2 direct reports.
• Provide coaching, performance management, and career development support.
• Foster a culture of analytical excellence, innovation, and cross-functional collaboration.

Key Relationships: 

Internal: Marketing, Retail, Digital, BU, Consumer Insights, Finance, Technology, Data & Analytics

External: Agencies, System partners

Knowledge, Skills and Abilities: 

• Strong expertise in CRM, loyalty programs, member lifecycle management, and consumer engagement strategy.
• Extensive experience in marketing analytics, consumer insights, and performance measurement.
• Solid understanding of predictive analytics, segmentation, machine learning, and AI applications in CRM.
• Advanced knowledge of SQL, Power BI, Python, Databricks, CDP, or similar analytics platforms.
• Excellent project management and stakeholder management skills.
• Proven ability to transform complex data into actionable business insights and recommendations.
• Strong leadership skills with experience managing and developing teams.
• Strategic mindset with strong commercial acumen.
• Excellent communication and presentation skills.
• Fluent in English and Mandarin Chinese. 

Requisite Education and Experience / Minimum Qualifications: 

• Bachelor's degree or above in Statistics, Economics, Mathematics, Business Analytics, Data Science, Marketing, or related fields.
• Minimum 8–10 years of experience in CRM, Consumer Analytics, Marketing Analytics, or related functions.
• Minimum 3 years of people management experience.
• Experience in retail, sports, fashion, FMCG, beauty, or consumer-focused industries preferred.
• Proven track record in CRM transformation, loyalty program management, and data-driven marketing initiatives.
• Experience leading AI, predictive modeling, or data product implementation projects is highly preferred.