Customer Relationship Management Manager

The Customer Relationship Management (CRM) Manager leads the long-term CLTV (Customer Life-Time Value) vision for the customer and shoppers’ experiences. The role focuses on the planning and execution throughout the CRM product lifecycle. This will include partnering with business leaders in sales, operations, IT and marketing to identify and successfully design business processes, implement technologies, drive change management, and design business measurements and reporting to provide efficiencies and drive customer acquisition and loyalty. This role manages and owns our CRM platform, its relationships to other sales, marketing and operations platforms, and serves as the point of contact for all CRM-related matters and will be recognized as the CRM leader.


Leads the CRM Strategy & CRM Capability Roadmap Creation

  • Lead customer understanding and their journeys with a cross-functional team i.e. sales and store operations, merchandising, ecommerce and marketing
  • Develop an enterprise-wide strategy for Customer Relationship Management based on customer set and go-to-market strategy
  • Creation, business alignment and delivery of the Primer Group CRM roadmap
  • Ensure a customer-centered approach across Go-to-Market capabilities and execution
  • Provide CRM thought leadership, best practices and recommendations on applicable CRM capabilities, and capability improvements that create value for employees, shoppers and customers

CRM Program Development, Governance and Commercial Innovation

  • In partnership with IT, operations, sales and marketing execute the CRM roadmap as well as rollout new functionalities and capabilities; including recommendations to management for resources both internal and external
  • Program management and leadership with stakeholders, including SBU Heads, SBP leads, and company leaders to assure successful CRM delivery and operations
  • Manage the identification, prioritization, tracking and implementation of process and technology improvements to improve CRM and deliver business impact
  • Manage CRM vendor partnerships and budgets
  • Communicate and enforce the company CRM governance to coordinate, and drive digital capabilities for commercial excellence

CRM Service and Operations Management

  • Work with CRM technology provider to ensure we are finding new ways leverage the platform and maximize the value of our investment
  • As new CRM tools/add-ons become available, learn about these tools and, where relevant, bring to the attention of Retail Mancom for possible demos
  • Identify best-in-class ways to operate and evaluate CRM scope and completion of new capability requests
  • Oversee the communication and documentation between the user community and CRM team
  • Define CRM usage standards for consistent reporting
  • Assist in driving traffic, leads, and eCommerce sales for our company’s brand websites
  • Work cross-functionally to determine appropriate content, target audience, and success metrics for each CRM campaign across brands
  • Develop email/SMS strategies and shopping journey-based communications to deliver best in class engagement to prospective and current customers

CRM Competency Building (ie. CRM end-user training)

  • Conduct training for the CRM system to the Brand and Marketing team, both in formal training sessions and informal learning opportunities with end users
  • Train new and end users to become self-sufficient with data management and reporting, and grow the CRM skillset across the organization
  • Work with the management team to establish suitable processes to support CRM development and management activities

CRM Data Management to Reporting & Optimization

  • Be the steward of the CRM database, including making ongoing customer data updates and defining shopper data integrity and upkeep rules
  • Define and oversee database update processes and data lifecycle management, following the PII and GDPR data handling best practices
  • Complete regular internal system audits and prepare for upgrades
  • Manage CRM data feeds and other integration
  • Define and implement key CRM performance indicators (KPIs) tied to strategies for optimal decision-making
  • Determine the CRM approach and plan for user-based dashboards/reporting to improve visibility and business performance

Minimum Requirements/Qualifications

  • Bachelor’s degree, preferably within business, communications and Marketing
  • 5 years' marketing/ecommerce experience with 2-3 years of CRM campaign management & strategy, preferably in B2C environments
  • Proficient with a CRM system like Salesforce or Microsoft Marketing Dynamics 365
  • Experience working collaboratively in cross functional teams from planning, to analyzing and presenting CRM customer data trends to insights, that provides strategic direction for Business to Brand OGSM
  • Experience managing or integrating marketing automation, learning management system, sales content solutions and/or ERP system (Oracle) with a CRM
  • Experience using performance dash-boarding tools such as Power BI

Sales and Marketing

Malate, Manila


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