Sr. CRM Manager

About the role

Primary objective: increase brand user retention, including repeat purchase rate, repeat purchase volume, and lifetime value (LTV). Responsible for member asset operations within the brand membership ecosystem, with core goals of improving member stickiness and repeat purchase frequency across WeChat ecosystem touchpoints (Official Accounts, Video Accounts, Mini Programs, Enterprise WeChat). Collaborate with channels to drive continuous growth in user lifetime value. Primary channels are e-commerce, secondarily offline stores including Sam's Club and pharmacies. Brand portfolio includes both domestic trade and cross-border products.

Responsibilities

• Membership system operations & stickiness building: Design and continuously optimize membership tiers, points, and benefits mechanisms to increase active member ratio and repeat purchase rate; plan sticky activities such as Member Days, thematic campaigns, and growth tasks across WeChat ecosystem touchpoints to reduce churn; establish a full lifecycle management framework and develop differentiated operating strategies for users at different value tiers.
• Data-driven retention growth: Build or improve membership data monitoring system covering core metrics including repeat purchase rate, churn early-warning, and LTV; segment and cohort users based on behavior, design automated operating flows to improve conversion efficiency; continuously iterate activity mechanisms and reach strategies through A/B testing and post-mortem analysis.
• Online-offline channel collaboration to empower repeat purchases: Jointly design repeat purchase linkage programs with online e-commerce, offline stores, and cross-industry partners; provide channels with executable repeat purchase toolkits (exclusive codes, campaign pages, data tracking links), assist in analyzing repeat purchase data, and propose improvement recommendations; balance brand tone with channel interests to ensure smooth campaign execution and data traceability.
• Systems, tools & process building: Select or optimize CRM/SCRM systems per business needs, implement automated tagging, segmentation, and push capabilities; establish membership operations SOP system (strategy review templates, daily/weekly data reporting mechanisms, alert processes) to make experience replicable and scalable.

Requirements

• 6+ years of brand membership operations / e-commerce membership experience; nutrition/health supplement industry background required; hands-on cases in WeChat ecosystem or e-commerce ecosystem.
• Strong cross-functional and external collaboration skills; adept at working efficiently with channel partners, store operations, and product teams.
• Proficient in Excel/PPT; able to independently complete repeat purchase funnel analysis and campaign post-mortem reports; SQL or BI tool proficiency preferred.
• High sensitivity to business metrics including GMV, AOV, units per transaction, and LTV; able to clearly quantify the incremental sales contribution of strategies.