CRM Specialist

ROLE PURPOSE
The CRM Specialist is responsible for turning customer data into measurable commercial growth across Pandora Vietnam and August Berg.
The role will execute and optimise customer lifecycle programmes across acquisition, onboarding, conversion, retention, repeat purchase and reactivation. It will connect customer insights with timely, relevant and personalised communication across retail and digital channels.
This is a hands-on commercial role. Success will be measured by CRM-attributed revenue, customer lifetime value, repeat purchase, membership activation, data quality and execution excellence.
The role builds on the original commercial CRM mandate while incorporating the stronger technical, analytical and automation requirements from the revised draft.
KEY RESPONSIBILITIES
1. Customer Lifecycle Management
Design and execute customer journeys across acquisition, onboarding, first-to-second purchase, engagement, retention and win-back.
Build programmes for birthday, gifting, product launches, abandoned cart, post-purchase follow-up, VIP engagement and lapsed-customer reactivation.
Adapt lifecycle strategies to the different customer behaviours and purchase cycles of Pandora and August Berg.
Ensure every journey has a clear commercial objective, customer segment and success measure.
2. CRM Campaign Execution
Plan, build, test and deploy campaigns across email, SMS, Zalo, push notifications, e-commerce and retail triggers.
Maintain an integrated CRM calendar aligned with brand campaigns, product launches, retail priorities and gifting occasions.
Execute campaigns accurately, on time and in line with brand and data-protection requirements.
Apply structured testing across content, timing, audience, offer and creative execution.
3. Segmentation and Personalisation
Build actionable segments based on recency, frequency, value, category preference, channel behaviour, location, membership status and lifecycle stage.
Progress CRM from broad campaign distribution toward behavioural triggers, automation and meaningful personalisation.
Identify opportunities to improve repeat purchase, purchase frequency, ATV, UPT and customer lifetime value.
4. Loyalty and Membership
Support growth and activation of Pandora Club and other approved loyalty or membership programmes.
Work with Retail Operations to improve customer capture, consent, data completeness and frontline adoption.
Activate new, inactive, high-value and lapsed customer segments through targeted journeys.
Ensure membership recruitment translates into engagement, repeat purchase and commercial value.
5. Customer Data and Analytics
Monitor and report on CRM-attributed revenue, identifiable customer sales, active members, repeat purchase, retention, reactivation, lifetime value and campaign performance.
Translate data into clear recommendations for Marketing, Retail, E-commerce and Management.
Maintain concise weekly and monthly dashboards focused on performance, commercial impact, actions, owners and deadlines.
Improve customer data quality, profile completeness, deduplication and measurement reliability.
6. Marketing Automation and Systems
Build and maintain automated lifecycle journeys within approved CRM and marketing automation platforms.
Work with IT and external partners to improve integrations across POS, e-commerce, customer service and CRM systems.
Support development of a reliable single customer view across online and offline touchpoints.
Document campaign logic, audience rules, triggers, exclusions and measurement methodology.
7. Omnichannel Customer Experience
Ensure CRM campaigns are operationally executable across stores, e-commerce and customer service.
Align customer communication with inventory availability, product launches, promotions and retail execution.
Work with Retail and E-commerce to demonstrate how CRM contributes to traffic, conversion, ATV, UPT and repeat purchase.
Protect customer trust, brand experience and responsible data use at all times.