Head of Customer Relationship Management

JOB OVERVIEW

Head of CRM is responsible for development, execution, and continuous refinement of CRM strategies (the whole customer’s life-cycle, incl. loyalty and retention) and CRM campaigns across different sales channels (like e-mails, SMS, direct mails, phone calls, etc.) that will lead to growth of customer’s lifetime value, loyalty and satisfaction and to growth of sales and revenue for the company.

KEY RESPONSIBILITIES

- Be responsible for strategic development, management and refinement of the company CRM strategies to leverage consumer’s behavioral, lifestyle, transactional, and demographic data in order to deliver relevant CRM roadmaps, campaigns, tools and activities that drive customer acquisition and lifetime value, business impact, revenue, loyalty, and retention using a variety of communication channels and tools (including e-mails, SMS, direct mails, phone calls, etc.) to achieve company over-all strategic, business and financial goals.
- Oversees the day-to-day management and operations of the CRM team, while maintaining focus on the business impact and strategic goals, and financial objectives (maximizing KPI improvement, ROI, etc.).
- Devises, develops, tests and regularly maintains CRM strategies, customer’s segmentation, short- and long-term CRM goals, CRM campaigns, tactics, methodologies, programs, tools and communication channels based on the business strategy, opportunities and plans, budget, potential of market, target customers, consumer needs, competitors, resources and abilities for driving sales growth across the business.
- Tracks and analyzes Customer Journey touch points with the company and maximizes business opportunities.
- Direct communications with customers - takes initiative in directly reaching out to consumers in an effort to gather feedback and ensure that the CRM strategies and campaigns are effective and that they are of high quality and standards and also that they facilitate the execution of successful marketing campaigns enabling consumer acquisition and loyalty.
- Identifies, set-ups and maintains relationship with key partners important for CRM function, like database providers, etc.
- Cooperates with Risk Department to find best criteria and approaches to deliver credit offers to potential and existing customers (necessary to deliver on both growth and customer experience).
- Oversees and coordinates the implementation of CRM campaign management tools inclusive of email service provider integration, frontend integration, and CRM integration with the internal IT department, third-party ecommerce providers, and email service providers. Plays a leading role in deciding on the CRM platforms, structures, and architecture in order to guarantee that consumer relations are carried out seamlessly across the business. Also works closely with the IT department in an effort to better understand all CRM feeds and data flowing in and out of CRM program management tools.
- Cooperates on set-up of sales plans, financial plans and budget, tracks and analyzes campaign performance and expenses versus budgets, applying insights to future campaigns.
- Oversees creation and adjustment of models against lifetime value, retention, churn, and loyalty strategies and programs.
- Defines, evaluates and manages campaign profitability.
- Defines, performs and provides complete reporting of CRM activities and performance.
- Works closely with various departments in the business (like Sales, Business Development, Product Management, Marketing & PR, Sales Training) in an effort to develop and launch effective and profitable campaigns.
- Sets performance goals/targets (KPI) for the whole CRM team, and monitors performance of each team member on a continual basis.
- Interviewing and hiring new members of the CRM team and firing not-performing, not-loyal or breaking the rules team members.
- Evolves and trains the CRM team to ensure their superior performance, and personal and career development for each team member.
- Participate in other relevant projects assigned by Line Manager.

REQUIRED QUALIFICATIONS

Qualification & Experience

- University Degree (Marketing, Business Administration, Economics or Finance)
- At least 3 years’ experience in senior CRM position in a Consumer Finance, FMCG foreign company or in Telco company
- Substantial knowledge in CRM segmentation, campaign management, direct marketing, lead/offer management, data mining, interactive marketing, database marketing and email/SMS marketing.

Knowledge & Skills

- Proven track record in set-up, development and evaluation of CRM strategies, programs and campaigns. Also in working with multiple communication channels in consumer interactions.
- Analytical skills - ability to use and simplify complex information/data and various metrics to set-up and develop CRM strategies and campaigns with an informed and factual business case
- Customer-value/service and problem-solving oriented
- Project management and planning skills
- Positive leadership style and motivator to be better positioned to drive, influence and inspire CRM team
- Ambitious and target focused with a drive to succeed
- Be willing to work in team environment
- Enable to work under the pressure
- Be responsible to organize and complete assigned tasks on time without compromising quality of result on multiple projects and activities
- Initiative/innovative/flexible/proactive, passion to growth, attention to detail oriented
- Open-minded, creative, result-oriented, hard-working, persistent, highly trustworthy, loyal
- Excellent cooperation, negotiation, presentation and decision making skills to acquire accurate information and convey this back to the business
- Empathy and ability to cooperate and give challenges and inputs not only to CRM team, but to all teams within the company
- Team development and management skills
- Excellent at communication skills in Vietnamese and English both written and verbal that will ensure all materials, reports and presentations are clear, concise, and convincing
- Computer literacy – highly proficient in MSOffice for the purpose of creating visually and verbally engaging materials, reports and presentations and in CRM and Analytical systems to set-up strategies and campaigns and monitor and evaluate their performance
- Willing to travel

- KPI, Lương tháng 13
- 18 ngày phép có lương trong năm
- Laptop

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