CRM Manager

Founded in 1860 in Florence as a workshop, shop and subsequently school of watch-making, Panerai is renowned for producing high-precision instruments for the Italian Navy with a pulse on innovation and function. Protected by military secrets, these creations were only launched in the International market when the brand was acquired by Richemont Group in 1997.

Today, the Maison advances through cutting-edge research, sustainability, and empowering modern heroes with a team that passionately brings value to Panerai's distinctive mix of Italian spirit and Swiss watchmaking excellence.

JOB OVERVIEW

As the CRM Manager, you will be responsible for overseeing the customer relationship management strategy and improving overall client experience across all touchpoints within Southeast Asia and Oceania (SEAO). You will work closely with Marketing, Retail departments and Customer Relations Centre to ensure all interactions with clients are seamless, personalised and impactful. Your role will be crucial in driving customer recruitment, retention and engagement while fostering long-term loyalty to drive lifetime value. This role will involve a strategic focus for SEAO and operational involvement, particularly for Singapore & Malaysia.

KEY RESPONSIBILITIES

• Develop, implement and manage CRM strategy for SEAO region across all channels (Retail, Wholesale, Ecommerce) to recruit new clients, increase client retention and satisfaction.
• Key partner with commercial teams on yearly planning and operational execution with a focus to drive creative and business-right proposals for new client recruitment, and engagement of key clients.  
• Work with cross-functional teams and external partners to deliver consistent and meaningful client experiences.

CRM

• Partner with the Managing Director and Commercial team in setting and tracking of clienteling related targets to support business strategy in recruitment, retention and upgrade of clients.
• Analyse database regularly, prepare monthly CRM report to derive client insights and propose action plan per boutique to meet retail KPIs.
• Leverage on CRM tools for data analytics: Deep dive into client demographics, preferences and purchase behaviour to propose effective action plans to support retail KPIs.
• Organise monthly meetings to share CRM results, insights and action plans with retail teams.
• Evolve client segmentation and act as an expert on privacy policy law (PDPA).
• Manage monthly client e-newsletter calendar and work closely with HQ team on development of customised content adapting to local markets’ needs.
• Ensure the Client Advisors are properly trained with active usage of clienteling tools (The View and Salesforce).

CLIENT ACTIVATIONS & PARTNERSHIPS

• Develop full year calendar of boutique activations and drive new creative initiatives to recruit new clients and increase boutique foot traffic and appointments.

• Explore and recommend client acquisition opportunities with new affinity partners.
• Monitor results and improvement areas on a regular monthly basis together with the commercial teams.
• Guide and support Client Advisors in their clienteling activities by proposing appropriate relevant tools (e.g. special occasions, festivities, launches etc.).
• Represent the brand, as needed for client engagement, in support of the commercial teams.

OMNICHANNEL CLIENT MANAGEMENT

• Provide guidelines to Client Relations Centre & Boutiques (Both Internal & External) for client outreach campaigns, managing customer inquiries and issues.
• Identify suitable client targeting for every CRM campaign and push contact occasions to retail teams to drive client engagement. 
• Monitor boutiques and retailer partners’ data capture rate with the retail/wholesale team to ensure targets are met.
• For retailers, monitor client data captured separately through Pamguard and Booster. Ensure data from both channels are successfully merged for accurate reporting.

GIFTING & CLIENT TREATMENT MANAGEMENT

• Develop gifting and client treatment guidelines for retail team.
• Ordering of GWPs/Gift from HQ and manage inventory for the region.
• Partner with Retail Performance & Training Manager in Gifting & Client treatment budget management across the region.
• Coordinate client trips to Experiences, Watches & Wonders or Manufacture visits.
• Work closely with both Internal and external agencies to develop, execute detailed programs and tailored experiences for each client.

KPIs

• Database growth: Prospects capture, new client acquisition, existing client retention and upgrades.
• Clienteling Initiatives ROI, quantity capture (1 to many) and quality (Data Level 2) of Client capture
• Medallia results / positive NPS scores

REQUIREMENTS

• Bachelor’s degree in Marketing, Business or a related field.
• Minimum 5 years of proven experience in CRM and Client Experience.
• Strong understanding, hands on and proficient with CRM software (Salesforce, Looker, Medallia), data analytics and Business intelligence tools.

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