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Trade Marketing & CRM Manager
Marketing
MAIN OBJECTIVE OF THIS POSITION
The primary objective of this position is to drive omnichannel sales growth and brand visibility for Bvlgari Parfums by leading strategic Trade Marketing execution across both offline retail and e-commerce platforms. The role focuses on maximizing channel performance, optimizing trade ROI, and creating seamless online-offline synergies to boost sell-out, while simultaneously ensuring foundational CRM data hygiene and supporting basic loyalty operations to enable broader marketing initiatives.
MAIN RESPONSIBILITIES OF THIS POSITION
Trade Marketing Strategy & Execution (85%)
- Omnichannel Trade Planning: Develop and execute annual trade marketing calendars for both Offline and Online channels. Ensure brand consistency while adapting tactics to channel-specific nuances.
- Offline Retail Excellence:
- Lead the planning and execution of in-store activations, counter launches, and seasonal campaigns.
- Manage visual merchandising guidelines and POS material deployment to enhance brand image and drive conversion.
- Collaborate with the Sales team to optimize counter performance, staff training support, and incentive schemes.
- E-commerce Trade Synergy:
- Partner with the E-commerce team to align trade promotions with major shopping festivals (618, Double 11, etc.).
- Develop exclusive online-offline linkage mechanisms (e.g., O2O sampling, click-and-collect) to drive traffic flow between channels.
- Budget & ROI Management:
- Manage the trade marketing budget efficiently, ensuring optimal allocation across channels.
- Analyze post-campaign performance, track KPIs (sell-out, footfall, conversion rate), and provide actionable insights for future planning.
- Stakeholder Management: Act as the primary contact for internal sales teams and external agency partners, ensuring timely delivery of all trade assets and campaigns.
Foundational CRM Operations (15%)
- Basic Data Maintenance: Oversee the daily hygiene of customer databases across channels, ensuring data accuracy and compliance with privacy regulations.
- Loyalty Program Support: Assist in the execution of basic membership benefits, point redemption processes, and birthday/anniversary communications.
- Campaign Coordination: Support the marketing team in deploying standard CRM communication templates (SMS, WeChat notifications) for trade-driven promotions.
- Insight Sharing: Provide basic reports on member acquisition and retention trends to inform trade strategies.