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China CRM Manager

  • Shanghai, Shanghai Shi, China

Job description

The Role

As the China CRM Manager you will play a pivotal role in shaping and executing our customer relationship strategy. This position is central to enhancing customer satisfaction and loyalty, driving retention, and increasing lifetime value. By leveraging customer data and insights, you will develop and implement targeted marketing campaigns, personalized communication strategies, and loyalty programs that resonate with our diverse customer base. Your work will directly impact our business by fostering stronger connections with our customers, improving their overall experience, and supporting our sales and growth objectives. Through your innovative approaches and strategic thinking, you will help Brompton Bicycle in China continue to lead in the market with a passionate and engaged customer community.

Measures of success

  • A key aspect of this role will be leveraging WeChat as a central CRM hub, enhancing customer engagement and satisfaction.
  • Customer Retention Rate: Increase in returning customers.
  • Customer Lifetime Value (CLV): Growth in revenue per customer.
  • Customer Satisfaction and NPS Scores: Improved satisfaction and loyalty metrics.
  • Engagement Metrics: Higher engagement in CRM campaigns (open rates, click-through rates, conversions).
  • Campaign ROI: Positive return on investment from CRM efforts.
  • Loyalty & Referral Program Growth: Increase in membership and active participation.
  • Data Quality and Utilization: Enhanced use of customer data for personalized marketing.
  • Cross-Selling and Upselling Rates: Increased success in cross-selling and upselling.

Key Responsibilities

  • Lead the China customer marketing strategy, overseeing CRM, Insights and relevant CRM platforms/channels.
  • Create a centre of excellence and support for commercial team. Building effective working relationships with commercial leads and cross functional teams.
  • Lead the CRM strategy in the formulation of marketing & sales programmes/campaigns.
  • Analyse customer behaviour data to generate actionable insights and strategies to optimise customer journeys.
  • Establish meaningful segmentation and targeting, marketing automations, using testing and analytics to inform continuous optimization to drive revenue.
  • Work with commercial team to build out the loyalty & referral programme to engage and grow our fanbase, leveraging owner enthusiasm to drive business impact and activate our purpose of ‘We Create Urban Freedom for Happier Lives’
  • Oversee customer insights and ensure the voice of the customer is at the heart of all decision making within the business, working cross-functionally incl. ecommerce, customer service, retail, sales and marketing.

Additional Duties

  • Be an advocate for Brompton’s B Corp commitment.
  • Manage vendors and agencies.
  • Budget and procurement management.
  • Monthly reporting, track impact and ROI on monthly and yearly basis.

Job requirements

Personal Attributes and Skills

  • Communication & Collaboration: Clear and effective communication skills to convey ideas, collaborating with cross-functional team members, and engaging with audiences across various digital platforms.
  • Creativity: A creative mindset to craft compelling messages and visuals that resonate with target audiences to differentiate the Brompton brand. Creative thinker with a passion for innovation and continuous improvement.
  • Learning Mindset: Adaptable and open to learning new skills, tools, and strategies to stay ahead of industry changes and maintain effectiveness in this role.
  • Customer Focus: Constant drive to understand our target audience and their needs for developing effective digital marketing campaigns.
  • Analytical Skills: Comfortable working with analytics tools, identifying trends, and extracting insights to improve campaign effectiveness and ROI.
  • Attention to Detail and setting high standards: Ensuring accuracy in content creation, campaign setup, and data analysis to maintain the quality and consistency of marketing efforts.


  • Experience in CRM, with a combination of multi-site retailer marketing exposure and/or brand marketing experience within retail industry.
  • Knowledge of China retail landscape and trends.
  • Degree in Marketing, Business, or a related discipline.
  • Experience working within a global, multi-region premium brand or retailer.
  • Experience building and managing large-scale plans and budgets.
  • Line management experience.