Manager, CRM, APAC
Tory Burch · Shanghai
We are an American luxury lifestyle brand, founded in 2004. Anchored in the casual elegance of American sportswear, Tory’s design philosophy is defined by effortless silhouettes, innovative materials, eclectic juxtapositions of color, and the tension of past and present. The collections include ready-to-wear, handbags, footwear, accessories, jewelry, home and beauty.
Empowering women is the company’s guiding principle, expressed through Tory’s collections and reflected in the company culture as well as the work of the Tory Burch Foundation. Established in 2009, the Foundation provides women entrepreneurs in the United States with capital, education and community.
You are seeking a work environment where people are encouraged to dream, explore, discover and, as important, laugh together. If you’re prepared to work hard, create impact, and have fun while doing it, we would love to have you join #TeamTory. Apply today!
Life @ToryBurch is Special Because:
When you join us, you’re joining a global, purpose-led company on an exciting growth journey with an amazing culture and great benefits.
- Our culture is welcoming and inclusive -- everyone is empowered to make a difference.
- We have the best team in the world and believe in paying competitively and rewarding for high performance.
- Your overall well-being is important to us; we offer generous benefits to help you take care of your mental and physical health, create financial security, and achieve wellness in all areas of your life.
- We love seeing our employees wear our beautiful collections. You’ll receive a generous employee discount and access to exclusive sample sales.
- We are invested in your professional growth – you’ll have access to free executive coaching on-demand.
This Role is Tailor-Made for You Because:
A Day in the Life:
JOB SUMMARY
A core leader within Brand Marketing, responsible for driving Greater China CRM strategy across Chinese Mainland, Hong Kong, Taiwan Region and Macau. The role oversees customer data management and analytics, CRM platforms, customer journey design, loyalty programmes and social CRM, while managing local customer data flow and clienteling tools. Greater China is the core focus, with additional support for Singapore and APAC wholesale markets on CRM data consolidation, reporting and regional alignment.
The CRM Manager will partner closely with Retail Marketing, Digital & Social, Retail, E-commerce, IT, Data Security, Legal and global teams to create a consistent, compliant and insight-led customer experience.
RESPONSIBILITIES
GREATER CHINA CRM STRATEGY & CUSTOMER JOURNEY
- Develop and execute the Greater China CRM strategy and customer journey across retail, e-commerce and social touchpoints, reflecting market-specific needs and operating models.
- Define annual and campaign-based CRM objectives, KPIs and measurement frameworks across markets, channels and stores.
- Translate customer insights into practical strategies for recruitment, retention, reactivation, loyalty and lifetime value growth.
- Manage the CRM calendar to maintain relevant and consistent customer touchpoints throughout the year.
DATA MANAGEMENT, GOVERNANCE & ANALYTICS
- Own local customer data flow, governance, integration and business use in line with local requirements.
- Partner with Legal, IT, Data Security, global teams and external agencies to establish and maintain SOPs for data capture, transfer, integration, access and usage.
- Monitor data quality across retail, e-commerce, loyalty and social CRM channels, and drive continuous improvement in customer identification, capture and enrichment.
- Build effective customer segmentation and develop customer journey mapping using historical interactions and behavioural signals.
- Deliver regular and campaign-specific analytics, dashboards and hindsight reports to Retail, E-commerce, Retail Marketing, Digital & Social and Brand Marketing teams.
- Develop testing frameworks, including A/B testing, to improve CRM performance and identify levers that increase engagement, retention and customer lifetime value.
- Serve as the market gatekeeper for customer data compliance and align Greater China CRM metrics with global and regional standards.
CRM SYSTEMS & OPERATIONS
- Manage CRM platforms, tools and infrastructure, ensuring performance, access, data integrity and user adoption.
- Manage CRM agencies and technology partners across maintenance, issue resolution and system enhancements.
- Provide customer segments and audience lists for approved CRM communications and business initiatives.
- Support Corporate WeChat, clienteling and related CRM tool enhancements with business and technology teams.
LOYALTY PROGRAMME MANAGEMENT
- Lead loyalty programme strategy and customer lifecycle management across recruitment, onboarding, tier progression, retention and reactivation.
- Deliver customer-facing loyalty initiatives, VIP experiences and activations that strengthen engagement and reinforce brand positioning.
- Manage loyalty incentives, offers and gifting in line with brand positioning, commercial priorities and local market requirements.
- Use customer and programme data to evaluate member behaviour, identify opportunities and recommend programme enhancements.
CROSS-FUNCTIONAL PARTNERSHIP
- Partner with Retail Marketing, which leads clienteling activations, by providing customer insights, segmentation, audience selection, measurement frameworks and post-activation analysis.
- Partner with Digital & Social on social CRM strategy, audience journeys, channel integration, data capture, campaign execution and performance measurement.
- Work closely with Retail and E-commerce teams to strengthen customer data capture, support business priorities and improve the end-to-end customer experience.
- Work with HQ and regional stakeholders to align CRM strategy, tools, data standards and reporting, while sharing market intelligence and learnings across regions.
TEAM LEADERSHIP
- Manage, coach and develop two team members based in Shanghai and Hong Kong, setting clear priorities, responsibilities and performance expectations.
- Establish effective ways of working across locations and ensure consistent execution across Greater China while allowing for market-specific requirements.
- Build strong cross-functional collaboration and create a data-led, customer-centric team culture.
EDUCATION, PRIOR EXPERIENCE AND SKILLS NEEDED
- University degree in Marketing, Business, Communications, Data Analytics or a related discipline.
- 6 to 8 years of hands-on CRM experience in retail, luxury, consumer goods or a related customer-led industry, with regional or multi-market exposure preferred.
- Strong analytical capability and commercial acumen, with experience translating customer data into clear business recommendations.
- Practical experience in CRM systems, customer databases, segmentation, campaign measurement, loyalty programmes and data governance.
- Experience partnering with Marketing and Digital & Social teams on clienteling and social CRM initiatives.
- People-management experience, including leading team members across different locations.
- Strong stakeholder-management and communication skills, with the ability to work across local, regional and global teams.
- Experience managing external agencies and technology vendors.
- Experience with retail and e-commerce data; WeCom experience is an advantage.
- Proficient in Microsoft Office applications; experience with analytics, BI and visualisation tools is an advantage.
- Curious, collaborative and solutions-oriented, with strong attention to detail and a hands-on approach.
To Land This Role:
Why You'll Want to Join Our Team:
How We Work Together
- Adaptable – We change before we have to
- Entrepreneurial – We own it
- Collaborative – There’s no “I” in Tory
- Client & Brand Focused – We put ourselves in Tory’s shoes
- Live the Values – We show up for each other
- Functional Expertise – We’re constantly learning and growing
#TeamTory Values
We show up with honesty & kindness, act with integrity & compassion, work with passion & humility and lead with excellence & humor.