Key Job Accountabilities:
As the CRM & Data Analytics Manager, you will be an integral part of the TRAPAC (Travel Retail Asia Pacific) Corporate Marketing team. You will be at the heart of our mission to build deeper traveler relationships by establishing our data infrastructure and turning analytics into actionable CRM strategies. This is a unique opportunity to shape the future of personalized consumer engagement for travelers in a dynamic environment.
Responsibilities
- Manage the Data Ecosystem for CRM: You will manage the operational backbone of our 3rd party data partnerships with key retailers in China and travel partners across the region. You will be responsible for implementing data cleanroom/data lake projects by defining data requirements, facilitating the data transfer workflow, and developing performance reports with media and data partners.
- Activate Data-Driven Traveler Engagement: You will translate our audience strategy into tangible campaigns by leveraging our 2P data partnerships. You will partner with brand teams to guide the end-to-end activations through two key methods: deploying campaigns via our partners' CRM channels and building custom audience segments within data clean rooms for precision targeting. This includes the potential to explore and pilot future first-party data and CRM strategies.
- Deliver Full-Funnel Analytics & Performance Insights: You will be the expert on O+O performance. Consolidating data from media, retailers and commercial sources, you will analyze the full traveler journey and translate complex data into clear, actionable insights that will guide future investment and business strategy.
- Champion a Data-First Culture through Upskilling: You will organize regular workshops to elevate the data literacy of our brand marketing teams. This involves coordinating the agenda, briefing internal and external speakers, and presenting your own analyses on O+O campaign effectiveness, competitor best practices, and emerging trends.
- Support Key Media Operations: You will manage the daily maintenance of our OOH media plan, from coordinating campaign launches across 10+ airports to handling contracts and finance logistics.
We Are Looking For
We are seeking a proactive and highly analytical professional with a talent for translating data into strategy and building strong partnerships.
To succeed in this role, you have these qualities:
- An excellent collaborator with strong project and stakeholder management abilities, capable of navigating a complex matrix organization.
- A deeply analytical mindset with proven, hands-on experience turning disparate data sets into clear business insights and strategic recommendations.
- A natural relationship-builder, skilled at creating and nurturing strategic partnerships with external parties.
- A strategic thinker with a strong appreciation for luxury branding and the ability to maintain high brand standards.
- An entrepreneurial and problem-solving mindset, comfortable with ambiguity and skilled at crafting new workflows for first-in-the-industry initiatives.
Your experience and requirements:
- Bachelor’s degree or above preferably in Business, Marketing, Analytics, or a related discipline
- 5-8 years of solid experience in CRM, customer loyalty programs, or managing data collaboration partnerships. Experience from industries like financial services, travel & hospitality, telecommunications, or luxury retail is highly valuable.
- Proven track record in driving CRM performance with strong experience in loyalty program and partnership expansion (client acquisition, retention, and lifetime value) through data-led strategies and campaigns with significant results and fast growth
- Demonstrate strategy and entrepreneurship building
- Strong knowledge of the mainland China digital and data landscape (e.g., WeChat, RED, local OTAs, loyalty programs, data clean rooms). Experience with other APAC regional platforms is a strong plus.
- A solid background in using data to inform digital marketing or CRM campaign management.
- Knowledge of Travel Retail dynamics and environment is a plus.
- Written and spoken fluency in both English and Mandarin is essential for this role due to the direct communication with our retailers and partners based in China.