CRM & Consumer Experience Manager

Found in: Appcast CA C2 Glassdoor - 2 weeks ago

Markham, Canada Shiseido Full time

Job title: Manager, CRM & Consumer Experience

Reports to: Director, Digital Shared Services


Company overview

Shiseido was founded in 1872 as Japan’s first Western-style pharmacy in the upscale Ginza district of Tokyo and is one of the oldest cosmetic companies in the world. With over 140 years of dedicated service, superior products and unparalleled technology, Shiseido’s mission is to identify new, richer sources of value and use them to create beauty in the lives and cultures of those it serves.


At Shiseido, we hold a traditional Japanese value of “Omotenashi”, the spirit of welcoming and care that cannot be translated in words. Through this spirit, we practice thoughtfulness, dedication to the needs of others and meticulous attention to every aspect of our products and service.


Job purpose

The role of Manager, CRM & Consumer Experience is responsible for developing and managing customer-centric marketing programs across all channels including physical stores, eCommerce, customer care, eRetail and paid media. This role will focus on delivering profitable, long-term customer relationships that increase our customer lifetime value and provide incremental sales across the Shiseido brand portfolio.


This position is responsible for generating consumer data insights and creating actionable and strategic plans that drive business results. Reporting to the Director, Digital Shared Services, this person will be the expert for Shiseido Canada customer data taxonomy.


Duties and responsibilities

CRM:

  • Lead CRM campaign strategy including developing, testing and optimizing omnichannel marketing communications to deliver customer retention and brand loyalty.
  • Leverage CDP to develop consumer insights and to formulate testing strategies against database (Email / SMS)
  • Establish and manage to CRM KPIs for Shiseido Canada brand portfolio
  • Manage digitization of fragrance loyalty program and drive customer opt-in.
  • Deliver on name collection and customer acquisition targets for the Shiseido brands across retail, eCommerce and mobile PR events
  • Responsible for CRM analytics reporting to influence and drive marketing decisions, in partnership with an agency and ADX analytics team
  • Track, evaluate, and share program learnings / performance across the organization
  • Be the local expert in customer data taxonomy and availability of customer insights for analytics
  • Responsible for the quality of customer data collected including data cleansing and feed management to help inform targeting strategies


Consumer Experience:

  • Manage customer care team (internal & Goldline) to ensure delivery of best-in-class customer service, overseeing maintenance of customer care scripts, Shiseido policies and procedures, and usage of software applications such as Salesforce Service Cloud, Sterling, Application console, Relate and Touchpoint
  • Application of Virtual Consultation strategies to provide excellent customer experience and in turn, further development as sales channels
  • Maximize the PowerReviews platform to ensure information gathered informs the Voice of the Consumer report; oversee the response to Canadian specific inquiries / comments within the channel


Upholding the Shiseido Corporate and Brand Values

  • Representing the brand image and upholding the brand values and standards in corporate and public settings
  • Communicating the Shiseido story and corporate culture
  • Positive and cooperative attitude to be proactive, reactive and creative problem-solving abilities to evolve with market conditions


Qualifications

  • Minimum 5 years of CRM and/or Direct Marketing experience ideally within the CPG industry
  • Proven experience leading customer acquisition programs via direct response, brand marketing experiences and loyalty programs.
  • Demonstrated skills for translating consumer behavior data to actionable marketing insights.
  • Genuine passion for technology and openness to new ideas
  • Self-starter with solid analytical, negotiating and organizational skills
  • An active networker who is ambitious and values collaboration
  • Must be detail-oriented with the ability to easily multi-task as needed
  • Strong communication and organizational skills
  • Computer skills: Microsoft Office and/or iOS, but excel a must
  • Knowledge of Sales Force Marketing Could platform
  • University Degree or College Diploma
  • Some travel required

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