Manager, Digital & CRM Operations

About the Job

We’re seeking a strategic and hands-on Digital & CRM Operations Manager to oversee the daily operations of our e-commerce platform and CRM ecosystem, with a strong focus on delivering exceptional digital experiences that drive customer engagement. This role is pivotal in optimizing customer-facing digital touchpoints, managing personalized customer lifecycle communications, and supporting marketing segmentation to enhance user satisfaction and business growth. You’ll collaborate with marketing, IT, Loyalty, and content teams to ensure seamless digital operations and a customer-centric online experience, demonstrating a keen sense for running an e-commerce business.

Key Responsibilities

Digital Experience & E-Commerce Operations

• Oversee daily operations of eCommerce platform to ensure a seamless, engaging, and user-friendly digital shopping experience, including product listings, promotions, and checkout processes.
• Manage and execute updates to website content and digital campaigns, ensuring alignment with brand standards and a consistent, high-quality user experience across all digital touchpoints.
• Monitor digital performance metrics (e.g., conversion rates, bounce rates, time on site, cart abandonment) to optimize user engagement and drive e-commerce sales.
• Collaborate with marketing and product teams to execute promotional campaigns, ensure pricing and inventory accuracy, and enhance the online customer journey.
• Address customer support escalations related to digital experience (e.g., navigation issues, checkout errors), coordinating with relevant teams for resolution.

CRM & Personalized Customer Communications

• Execute personalized customer lifecycle communication plans (email, SMS/MMS, WhatsApp) in collaboration with Loyalty and marketing teams to drive engagement, re-purchase, and customer loyalty.
• Manage the setup, testing, and delivery of digital communication campaigns using MA tools, ensuring high deliverability, personalization, and performance tracking in Hong Kong and North America markets.
• Maintain customer and prospect data, ensuring list hygiene and accurate segmentation to support targeted digital and offline marketing campaigns, in line with Group Loyalty.
• Coordinate the coupon system to support integrated online and offline promotions, aligning with digital experience strategies.

Customer Insights & Digital Reporting

• Prepare regular reports on digital customer behavior and engagement (e.g., website interactions, campaign performance) to identify opportunities for improving the digital experience.
• Collaborate with Loyalty and BI teams to maintain CRM dashboards that track customer purchase behavior and digital touchpoints, supporting data-driven decisions to enhance user satisfaction.

Digital Project & Process Management

• Lead projects to enhance digital experiences (e.g., website optimizations, new e-commerce features, CRM campaign rollouts), ensuring timely execution and alignment with business goals.
• Coordinate with internal stakeholders (e.g., marketing, IT, product team) and external vendors to deliver projects that improve customer-facing digital touchpoints.
• Develop Standard Operating Procedures (SOPs) and training materials to support efficient deployment of digital initiatives and ensure consistent user experiences.

Digital Operations Support

• Act as the primary point of contact for operational issues related to e-commerce and CRM platforms, focusing on digital experience challenges (e.g., website usability, campaign delivery) and escalating technical issues to IT teams.
• Implement quality assurance processes to ensure e-commerce and CRM platforms deliver reliable, engaging digital experiences across devices and channels.
• Monitor digital system performance and recommend operational improvements to enhance user engagement and streamline workflows.

Requirements

•    Bachelor’s degree in Business, Marketing, Digital Media, or a related field.
•    At least 8 years of experience in digital operations, e-commerce, or CRM, preferably in retail or luxury brands/industries, with a focus on delivering exceptional digital experiences.
•    Proven experience managing e-commerce operations, e.g. Shopify, Magento, or Salesforce Commerce Cloud (SFCC), emphasizing customer-facing digital touchpoints, user experience, and sales performance.
•    Strong understanding of CRM campaign execution, customer segmentation, and digital performance reporting.
•    Excellent organizational, communication, and problem-solving skills, with a strong sense for running e-commerce operations and enhancing digital experiences.
•    Ability to manage multiple digital projects and operational tasks in a fast-paced environment.
•    Familiarity with analytics tools (e.g., Google Analytics, BI dashboards) to monitor digital engagement and e-commerce performance.
•    Experience with marketing automation platforms, e.g., Adobe Journey Optimizer, Salesforce, Hubspot.
•    Solid understanding of UX/UI principles to ensure a customer-centric digital experience.
•    Experience with Figma and/or Miro preferred.
•    Strong command of written and spoken English and Chinese.