Background:

Pernod Ricard China is a fast-growing business that values the power of digitalization. We aim to accelerate the recruitment of imported spirit drinkers in China and cultivate a high-value consumer experience through our transversal loyalty program. In 2018, Pernod Ricard kicked off DRINKS&CO, a comprehensive transversal loyalty program focused on multi-touchpoint recruitment of new potential consumers that retains and rewards loyal members – maximize member value via increasing engagement, and conversion.

The next key milestone for DRINKS&CO is the monetization of PRC’s database; PRC own database analysis and strategically mapping and optimizing across the organization with big 3rd party data to create a seamless consumer life cycle communication plan that maximizes consumer values and drive higher member sales contribution.

Key Responsibilities and Job-Related Characteristics:

This position is based in Pernod Ricard China’s Shanghai office, reporting to the CRM manager while collaborating closely with the organization key stakeholders, such as Brand, Consumer Connections, E-Commerce, and Finance teams.

Key responsibility 1 – MEMBER LIFE CYCLE

Design, execute & optimize with personalized consumer life cycle plan for re-activation to drive higher member engagements and sales conversions.

1. STRATEGIC LIFE CYCLE DESIGN & DEVELOPMENT

• Design a comprehensive CRM life cycle strategy based on consumer behavior data insights with integration of brand plans & assets
• Develop life cycle framework, KPI & roadmap with brand team, EC team and finance team to gain cross team alignment and understanding on the plan
• Build framework of consumer segmentation based on analysis and understanding of different categories, consumer engagement and purchase behaviors
• Drive engagement and conversion through EC platforms (Tmall, JD and DRINKS&CO direct to consumer EC site)

2. LIFE CYCLE COMMUNICATION EXECUTION

• Familiar with the mainstream LIFE CYCLE solution and platform to set personalized communication auto-tasks via social CRM platform
• Collect & align member communication content and commercial offers of each consumer life cycle with cross function teams (E-Commerce, brand, trade/activation, etc.)
• Day-to-day communication and management of performance agency to ensure seamless execution
• Day-to-day communication with creative & content teams for LIFE CYCLE visuals and content delivery and optimization

3. LIFE CYCLE PERFORMANCE TRACKING & OPTIMIZATION

• Monitoring and tracking of LIFE CYCLE implementation, ensuring performance results are delivered with implications for optimization
• Separately study the heavy user of DRINKS&CO (including PRC staff) as specific pattern group
• Keeping good track on ROI of member communication to member sales contribution
• Agile to real-time optimization of segmentation, offer and content
• Project owner and communication bridge amongst key stakeholders for updates and optimization

Key responsibility 2 – VIP PROGRAM

• Define & design VIP membership in transversal loyalty program to reward and build long-term loyalty for high value consumers
• Define VIP member tier via data and consumer insights
• Design VIP benefits and offering that appeal to VIP members, such as VIP member exclusive content, events, offers, etc.
• Drive VIP only commercial offers to maximize the VIP member sales contribution
• Collaborate with key stakeholders (E-Commerce, brand, trade/activation, etc.) to gain cross team alignments on the VIP contents & offers
• Explore co-branding opportunities for holistic VIP member benefits not only for wine spirits, but also for luxury and lifestyle

Requirements:

• Bachelor’s degree or of higher education
• Min. 5 years working experience in CRM or digital marketing, EC experience is a plus
• Work experience within luxury, wine spirits, FMCG and cosmetics is preferred
• Strong in data management, analysis, and formulation
• Ability to show strategic thinking that is result-oriented
• Independently manage and work in challenging situations within short timelines
• Great inter-personal communication skills

上班地址：上海市湖滨路168号企业天地商业中心3号楼15楼