ECRM Manager

Job Location: ​Shanghai

Company description

Ferrero is a family-owned company with a truly progressive and global outlook and iconic brands such as Nutella®, Tic Tac®, Ferrero Rocher®, Raffaello®, Kinder Bueno® and Kinder Surprise®. As the love for our brands continues to grow, so too does our global reach. Represented in more than 50 countries, with products sold in more than 170, the Ferrero Group is loved by generations around the world. The secret to our global success? 38,767  dedicated employees who celebrate care and quality to craft a business, careers and brands we are proud of. Join us, and you could be one of them.

Diversity Statement

Ferrero is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all of our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at Ferrero. The diversity of our talents is what makes our work environment multicultural, innovative and highly rewarding.

About the Role:

Initiate CRM strategy and activites in Online channels in alignment with the company marketing guidelines and EC strategy to enhance brand equity as well as to achieve sales, profit and market share targets within the selected product portfolio. Develop insights relevant for Online platforms and closely collaborate with Marketing and Sales team in order to develop specific CRM model.

Main Responsibilities:

  1. Understand the overall Ferrero online business strategies and objectives, to interpret and adapt accordingly throughout the development and enhancement online consumer journey.
  2. To develop short/long term CRM strategy KPI, develop related CRM programs including new member recruitment, membership retention, referral and loyalty program etc.
  3. Drive more consumer attention and interests to join, upgrade and purchase, aiming to maximize members’ sales contribution and achieve annual new member recruitment goal.
  4. Set up, review and deep dive CRM tools, digital applications and platforms, throughout the phases of planning, design, UAT and pilot to support EC performance achievement.
  5. Monitor and ensure stable performance, lead end user survey and collect feedback and output insight for including but not limited to consumer behavior, lifecycle analysis, category trend,etc.
  6. Bridge with online and CSU, brand team to provide more analysis on online consumer insight to support local brand communication.
  7. Responsible for overall wechat channel operation ,including WeChat campaign and membership program initiatives.

Who we are looking for:

  1. Bachelor’s degree or above, major in marketing and business is a plus.
  2. 6 years working experience on ECRM area, proven experience in managing ecrm projects or ec campaigns from strategy, conception to implementation to delivery with quantifiable results, from leading to supervising the execution.
  3. Strong business sense and data sense, rich experience on analytics, data intelligence capabilities.
  4. Ability to translate strategic objectives, business goals and consumer insights into project-based initiatives.
  5. At least 2 years working experience on brand private domain, enterprise WeChat and W-mall operation. Familiar from traffic to conversion logic in WeChat ecosystem.
  6. Fluent writing and oral English communication skills and ensuring the smooth collaboration with local,regional and global stakeholder and cross-function/ division business partners.

How to be successful in the role and at Ferrero:

Consumers, quality and care are at the heart of everything we do. So, to be successful at Ferrero, you’ll need to be just as consumer and product centric as we are - dedicated to crafting brilliant results for consumers around the world.