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We are looking for a data-driven and strategic Senior CRM Specialist to join our Growth Marketing team. In this role, you will take ownership of member performance analysis by collaborating with our Hongkong Data team, lifecycle marketing strategies, campaign planning, and CRM performance optimization. Your primary focus will be analyzing member behavior and providing actionable insights to help the team achieve growth objectives. You will also execute lifecycle journeys and CRM campaigns --- including email and LINE push messages --- to drive retention, engagement, and revenue growth. This role requires high collaboration with cross-functional teams including membership, content, performance marketing, e-commerce, digital and data. It also involves building strong networks with our APAC and United teams. ｜YOUR RESPONSIBILITIES｜ 1. Lifecycle Marketing - Develop and execute lifecycle strategies for onboarding new users and enhancing membership value (e.g., through programs such as the United Membership Program). - Manage automated, behavior-based marketing journeys across email, LINE OA push notifications, and other CRM channels. - Monitor performance and identify opportunities for optimization. - Identify opportunities for improving customer journeys and touchpoints. - Collaborate with cross-functional teams (Digital, Data, E-commerce) to deliver seamless user experiences. 2. Campaign Management - Plan and execute multi-channel CRM campaigns, including email and LINE OA messages. - Conduct A/B testing and analyze results to optimize campaign effectiveness. - Work closely with creative and content teams to ensure consistent and on-brand messaging. - Conduct post-campaign analysis to measure impact and refine future campaign strategies. - Monitor campaign costs and ensure projects stay within budget. 3. Customer Lifetime Value (CLV) Management - Develop and implement strategies to increase Customer Lifetime Value (CLV). - Monitor and analyze CLV metrics and make data-driven decisions to enhance customer retention and profitability. 4. Data Analysis and Reporting - Collaborate with the Hongkong Data team for pre-campaign post-campaign member performance reporting. - Collaborate with the Hongkong Data team to analyze member behaviors including purchase frequency, churn risk, retention trends, and engagement metrics to gain insights into behavior, preferences, and trends. - Develop and maintain dashboards and reports to track CRM performance metrics. - Deliver actionable insights and strategic recommendations based on data to achieve growth targets. 5. CRM Systems Management - Oversee the implementation and optimization of CRM systems and tools. - Collaborate with IT and manage external vendors to customize and integrate CRM solutions. Ensure system integrity, data accuracy, and cost-effective maintenance. - Monitor maintenance costs and ensure projects stay within budget. ｜QUALIFICATIONS｜ - Bachelor's in Marketing, Business, or related field; Master's preferred. - 5+ years in CRM with proven success in strategy execution; FMCG or sports industry experience a plus. - Proficient in CRM tools (e.g., Salesforce, OmniSegment) and data analysis. - Strong analytical, communication, and interpersonal skills. - Collaborative team player with cross-functional and external partner experience. - Fluent in English and Chinese (spoken and written). - Thrives in fast-paced, dynamic environments. - Familiar with growth marketing principles; hands-on experience preferred. ｜COMPENTENCIES｜ - Strategic Thinking - Data-Driven Decision Making - Project Management - Customer Focus - Technical Proficiency in CRM Tools ｜WHO ARE YOU｜ - You love to do sports. - You are agile thinking, always adapting to change. - You are proactive, willing to share your opinion. - You are empathetic, creative and have the ability to make proposals. - You are autonomous, extremely rigorous and organized.