[Travel Retail] Consumer Experience Manager

As the Consumer Engagement lead for Travel Retail APAC, you will play a pivotal role in the CMO Omnichannel team to accelerate the O+O integration and the Travel Retail Ecosystem Partnership to recruit new consumers, drive sales conversion and stronger ROI through CRM & Data and New Partnerships.

You will be responsible to work with Head of Media to partner the Lead Digital Media Agency on media engagement strategies; TR Brands on accelerating the frontiers of CRM & Data initiatives; and be at forefront of establishing new partnerships for sustainable growth online & offline.

Key Job Accountabilities

Define the TR O+O Consumer Engagement strategy for in the mission of recruitment, conversion and sustainable growth for the future.

• O+O Data & CRM Initiatives
• Leverage the Retailer & Partner membership to segment, identify and customize messaging to drive recruitment and conversion
• Lead personalized Traveler journey strategies by identifying or creating key moments + touchpoints, tailoring personalized communication at scale, and managing performance (integrating promotional and marketing in the process).
• Build and improve CRM best practices by applying industry trends, technology and innovation for the future, with benchmarks to key performance indicators (KPIs) and metrics.
• Lead alignment with the established framework set for driving consumer engagement across online (via digital media/social, E-Commerce) and offline (via events, POS, OOH).
• Liaise with relevant departments (eg brands, legal, purchasing, zones) and ensure cross-functional collaboration.
• Customer Insights & Analysis
• Leverage data and insights to put customers at the heart of our strategy, and drive a data-led approach to business success
• Lead the design, execution and delivery of different disciplined testing approaches and strict campaign measurement methodology, including design and management of control groups
• Leverage insights to identify customer needs, trends, and opportunities for program enhancements ahead, and lead planning and strategy workshops with retailers and partners to incorporate them
• Lead and drive postmortem discipline to learn and continue to improve across our campaigns and other investments
• Media Partnership
• Lead alongside Head of Media to expand capability and integrate full funnel end-to-end tracking to drive business performance
• Through our Lead Digital Media Agency, unlock greater support and value, incorporate latest shopper insights into campaign planning and activation
• Travel Retail Ecosystem Partnership Development
• Identify potential partnerships with high impact partners for Travel Retail, and lead relationship management with partners.
• Lead Business units in collaborating with Partners on developing customized joint-ideas / pilots roll out
• Develop playbooks & guidelines to frame scaling & rollouts in APAC and beyond
  
  

Skills Requirements

This role requires a forward-thinking individual with a strong background in partnership development and change management, as well as expertise in CRM & agency management.

• Minimum of 8-10 years of solid experience in Consumer Engagement with CRM & Data (FMCG industry is an advantage).
• Experience in building from scratch a new CRM program / or have contributed to a fast growth to the members database
• Comfortable with numbers and familiar with all the Digital KPI and dashboards
• Capable to navigate through complexity and multi-cultural environment
• Strong entreneurship spirit and relationship skill
• Innovative, Open-minded and Problem-solving mindset
• Strong communication and interpersonal skills and able to work with people at all levels
• Understanding of the Chinese digital eco-system is a plus
• Detailed-oriented
• Strong in decision making independently
• Fluency in both written and spoken English is a must
• Fluency in Chinese language in both reading and writing is strong plus

As the Consumer Engagement lead for Travel Retail APAC, you will play a pivotal role in the CMO Omnichannel team to accelerate the O+O integration and the Travel Retail Ecosystem Partnership to recruit new consumers, drive sales conversion and stronger ROI through CRM & Data and New Partnerships.

You will be responsible to work with Head of Media to partner the Lead Digital Media Agency on media engagement strategies; TR Brands on accelerating the frontiers of CRM & Data initiatives; and be at forefront of establishing new partnerships for sustainable growth online & offline.

Key Job Accountabilities

Define the TR O+O Consumer Engagement strategy for in the mission of recruitment, conversion and sustainable growth for the future.

• O+O Data & CRM Initiatives
• Leverage the Retailer & Partner membership to segment, identify and customize messaging to drive recruitment and conversion
• Lead personalized Traveler journey strategies by identifying or creating key moments + touchpoints, tailoring personalized communication at scale, and managing performance (integrating promotional and marketing in the process).
• Build and improve CRM best practices by applying industry trends, technology and innovation for the future, with benchmarks to key performance indicators (KPIs) and metrics.
• Lead alignment with the established framework set for driving consumer engagement across online (via digital media/social, E-Commerce) and offline (via events, POS, OOH).
• Liaise with relevant departments (eg brands, legal, purchasing, zones) and ensure cross-functional collaboration.
• Customer Insights & Analysis
• Leverage data and insights to put customers at the heart of our strategy, and drive a data-led approach to business success
• Lead the design, execution and delivery of different disciplined testing approaches and strict campaign measurement methodology, including design and management of control groups
• Leverage insights to identify customer needs, trends, and opportunities for program enhancements ahead, and lead planning and strategy workshops with retailers and partners to incorporate them
• Lead and drive postmortem discipline to learn and continue to improve across our campaigns and other investments
• Media Partnership
• Lead alongside Head of Media to expand capability and integrate full funnel end-to-end tracking to drive business performance
• Through our Lead Digital Media Agency, unlock greater support and value, incorporate latest shopper insights into campaign planning and activation
• Travel Retail Ecosystem Partnership Development
• Identify potential partnerships with high impact partners for Travel Retail, and lead relationship management with partners.
• Lead Business units in collaborating with Partners on developing customized joint-ideas / pilots roll out
• Develop playbooks & guidelines to frame scaling & rollouts in APAC and beyond
  
  

Skills Requirements

This role requires a forward-thinking individual with a strong background in partnership development and change management, as well as expertise in CRM & agency management.

• Minimum of 8-10 years of solid experience in Consumer Engagement with CRM & Data (FMCG industry is an advantage).
• Experience in building from scratch a new CRM program / or have contributed to a fast growth to the members database
• Comfortable with numbers and familiar with all the Digital KPI and dashboards
• Capable to navigate through complexity and multi-cultural environment
• Strong entreneurship spirit and relationship skill
• Innovative, Open-minded and Problem-solving mindset
• Strong communication and interpersonal skills and able to work with people at all levels
• Understanding of the Chinese digital eco-system is a plus
• Detailed-oriented
• Strong in decision making independently
• Fluency in both written and spoken English is a must
• Fluency in Chinese language in both reading and writing is strong plus