Store & CRM Manager – John Lobb

Key Responsibilities

• Monitor store performance (sales, stock level), by conducting regular analysis based on the data and dashboards available to define and implement action plans with Direct Manager
• Develop and execute monthly, quarterly, and annual business plans aligned with brand strategy
• Analyze daily, weekly, and monthly KPIs (conversion rate, ATV, UPT, traffic, etc.) and translate data into actionable store initiatives
• Monitor local market trends and competitor activity; proactively recommend tactical adjustments
• Ensure compliance with brand standards across visual merchandising, pricing, and promotions

CRM & Customer Experience

• CRM strategy for Retail stores & E-commerce: member acquisition, retention, reactivation, and lifecycle management
• Segment the customer base and design targeted engagement campaigns (e.g., VIP previews, birthday programs, post-purchase follow-ups, collaboration with WeCom etc.)
• Set and track CRM KPIs: repeat purchase rate, member active rate, dormant customer reactivation rate, and customer lifetime value (CLV)
• Partner with cross department to execute local customer events and community-building activities
• Ensure every customer’s touchpoint from walk-in to after-sales reflects our service standards

Retail Excellence & Team Development

• Establish and continuously improve store SOPs, including opening/closing procedures, sales ceremony, complaint handling, and visual standards
• Design and implement a structured in-store training matrix covering product knowledge, selling skills, and service excellence
• Work closely with global team
• Manage and develop your team according to the Hermès Group values
• Lead by example on the sales floor coach the team through real-time feedback, role-play, and side-by-side selling
• Conduct regular performance reviews and create individual development plans for team members

Frontline team management and empowerment

• Foster a positive, high-accountability team culture where individuals are motivated and supported
• Collaborate closely with the Store Supervisor, clearly defining decision-making boundaries and empowering her/him to lead daily operations
• Manage scheduling, attendance, and workforce planning to optimize coverage without overspending