Position Summary

Understand customers' behaviour and consumption patterns in order to plan and anticipate trends through statistical analysis of the customer base and commercial figures. Assist CRM Lead in development and implementation of CRM strategy. Work collaboratively with Regional Office and HQ to initiate CRM activities in order to increase customers’ consumption and build loyalty. Target, manage and optimize all direct marketing actions through database segmentation and perform return on investment analyses.

A day in the life of...

Analyses & Reporting

• Make recommendations based on pre- and post-campaign evaluations and regular analyses including: products sales reports, campaign performance reports, promotion redemption tracking on weekly/monthly basis to timely assess program results
• Identification of key trends and criteria that influence customer behaviour such as consumption and loyalty
• Spontaneous initiation of any analysis that can generate customer insight or operational projects to add value to the customer relationship
• Assessment of CRM programs, member communications and promotional activities according to their efficiency and profitability
• Provide insights and analytical support to different internal business stakeholders, including retail, trade and ecommerce to support effective business decision-making

Planning

• Prepare targeting lists based on campaign requirements defined by CRM Lead and support other functions on data analyses
• Optimization of CRM/marketing activities by defining market sectors and customer selections based on customer profiling and segmentation
• Conduct A/B testing for promotions and channel effectiveness to generate business insights and implications for future campaigns

Member Communication & Activities

• Manage all member Communication eDMs for all targets/tiers, together with post-reports to define optimizations
• Support the Nespresso & You programme, optimizing member experience across the various tiers whenever required.
• Localize member communications for Hong Kong and Macau markets with the guidance of headquarters.

Others

• Custodian of customer database with specific responsibility for maintenance, management and cleansing of customer data to ensure data integrity
• Support local, regional and international CRM projects
• Work closely with key stakeholders (marketing team in market, regional commercial and marketing team and international CRM)
• Work on translation and validation on HQ and RO research projects
• Work together with commercial team on customer voice survey to generate findings for service enhancement
• Ad hoc analyses and projects

What will make you successful

• University degree qualified, preferably in Marketing and/or Business
• 3 years’ experience in data analysis related to customer relationship building activities
• Very good knowledge of SAS or SPSS, SQL programming a must. Knowledge of SAP HANA and PowerBIis an asset
• Advanced knowledge of MS office
• Statistical competencies
• Analytical experience using software tools in a business oriented environment
• Understand the business environment, market intelligence, consumer behaviour and trends                          
• Understand customer flow in Omni/channel environment
• knowledge of customer relationship management
• Knowledge of CRM datamart and SQL programming
• Knowledge of windows IT environment
• Strong communication skills
• Fluent in English is essential