KEY RESPONSIBILITIES
1. Customer Lifecycle Management
- Design and execute customer journeys across acquisition, onboarding, first-to-second purchase, engagement, retention and win-back.
- Build programmes for birthday, gifting, product launches, abandoned cart, post-purchase follow-up, VIP engagement and lapsed-customer reactivation.
- Adapt lifecycle strategies to the different customer behaviours and purchase cycles of Pandora and August Berg.
- Ensure every journey has a clear commercial objective, customer segment and success measure.
2. CRM Campaign Execution
- Plan, build, test and deploy campaigns across email, SMS, Zalo, push notifications, e-commerce and retail triggers.
- Maintain an integrated CRM calendar aligned with brand campaigns, product launches, retail priorities and gifting occasions.
- Execute campaigns accurately, on time and in line with brand and data-protection requirements.
- Apply structured testing across content, timing, audience, offer and creative execution.
3. Segmentation and Personalisation
- Build actionable segments based on recency, frequency, value, category preference, channel behaviour, location, membership status and lifecycle stage.
- Progress CRM from broad campaign distribution toward behavioural triggers, automation and meaningful personalisation.
- Identify opportunities to improve repeat purchase, purchase frequency, ATV, UPT and customer lifetime value.
4. Loyalty and Membership
- Support growth and activation of Pandora Club and other approved loyalty or membership programmes.
- Work with Retail Operations to improve customer capture, consent, data completeness and frontline adoption.
- Activate new, inactive, high-value and lapsed customer segments through targeted journeys.
- Ensure membership recruitment translates into engagement, repeat purchase and commercial value.
5. Customer Data and Analytics
- Monitor and report on CRM-attributed revenue, identifiable customer sales, active members, repeat purchase, retention, reactivation, lifetime value and campaign performance.
- Translate data into clear recommendations for Marketing, Retail, E-commerce and Management.
- Maintain concise weekly and monthly dashboards focused on performance, commercial impact, actions, owners and deadlines.
- Improve customer data quality, profile completeness, deduplication and measurement reliability.
6. Marketing Automation and Systems
- Build and maintain automated lifecycle journeys within approved CRM and marketing automation platforms.
- Work with IT and external partners to improve integrations across POS, e-commerce, customer service and CRM systems.
- Support development of a reliable single customer view across online and offline touchpoints.
- Document campaign logic, audience rules, triggers, exclusions and measurement methodology.
7. Omnichannel Customer Experience
- Ensure CRM campaigns are operationally executable across stores, e-commerce and customer service.
- Align customer communication with inventory availability, product launches, promotions and retail execution.
- Work with Retail and E-commerce to demonstrate how CRM contributes to traffic, conversion, ATV, UPT and repeat purchase.
- Protect customer trust, brand experience and responsible data use at all times.
EXPERIENCE AND QUALIFICATIONS
Required
- Bachelor's degree in Marketing, Business, E-commerce, Data Analytics, Communications or a related field.
- 3–5 years of hands-on experience in CRM, lifecycle marketing, loyalty, retention or marketing automation.
- Proven experience building campaigns, segments and automated customer journeys.
- Strong analytical capability and confidence working with customer and campaign data.
- Experience with CRM or marketing automation platforms.
- Advanced Excel or Google Sheets capability.
- Professional fluency in Vietnamese and English.
- Strong project management, execution discipline and attention to detail.
Preferred
- Experience in premium retail, jewellery, fashion, beauty, lifestyle or e-commerce.
- Experience connecting CRM across physical stores and digital channels.
- Familiarity with platforms such as Salesforce Marketing Cloud, Microsoft Dynamics, HubSpot, Klaviyo, Braze, Insider or MoEngage.
- Experience with Power BI, Tableau, Looker Studio or similar tools.
- Knowledge of Zalo, SMS and Vietnamese customer engagement channels.
- Experience within an international or multi-brand environment.
