Sr. Executive, CRM
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
Sr. Executive, CRM, China owns customer data analysis and translates customer, transaction and engagement data into actionable insights that strengthen acquisition, retention and loyalty performance. The role oversees day-to-day CRM system management, loyalty program operations, data quality and reporting, partnering with Retail, eCommerce, Merch, Marketing, Technology and global CRM/BI teams to improve the end-to-end customer journey. The position provides hands-on supervision of assigned resources and external partners, ensuring priorities, deliverables and service standards are met.
KEY RESPONSIBILITIES
1. Customer Data Analytics & Business Insights (Primary Focus)
- Own the CRM analytics agenda and KPI framework across customer acquisition, engagement, retention, reactivation, loyalty and sales contribution.
- Integrate, cleanse and analyse customer, transaction, campaign and channel data; identify trends, patterns, anomalies and growth opportunities.
- Develop segmentation and lifecycle analyses across channels, stores, product categories, customer value tiers and behavioural cohorts.
- Build and maintain management dashboards and recurring weekly, monthly, quarterly and annual performance reporting, with clear commentary and recommended actions.
- Translate complex analysis into concise presentations and practical recommendations for CRM targets, sales action plans, clienteling, offers and campaign optimisation.
- Partner with Global BI and partners on data preparation, processing, modelling, customer segmentation and data visualisation.
2. Loyalty Programme Management
- Support the strategy, roadmap and ongoing optimisation of the China loyalty program, using data to improve member recruitment, activation, engagement, retention and value.
- Monitor loyalty benefits, tiers, earn/burn mechanics, member journeys and program performance; identify opportunities to improve relevance, efficiency and customer experience.
- In partnership with the Marketing team, coordinate loyalty campaigns, member communications and store execution with Retail, eCommerce, and relevant partners.
- Maintain program documentation, operational processes and performance tracking, and support issue resolution and continuous improvement.
3. CRM Systems, Data Governance & Operations
- Act as the day-to-day business owner for CRM platforms, dashboards and related customer-data tools in China, ensuring stable operations and effective user adoption.
- Gather and prioritise business requirements, coordinate enhancements, testing and deployment, and manage issues with Technology, global teams and external vendors.
- Establish and maintain data-quality controls, data definitions and governance routines; monitor completeness, accuracy, duplication and consent-related fields.
- Ensure CRM processes and data use follow applicable company policies and approved privacy, security and compliance requirements.
4. CRM Campaigns, Clienteling & Customer Journey
- Partner with business teams to define target audiences, measurement plans and post-campaign analysis for CRM and loyalty initiatives.
- Measure the customer funnel from awareness and consideration through purchase, repeat purchase and retention, recommending journey improvements based on evidence.
- Provide analytical support for clienteling programmes, customer offers, tactical promotions and store-level CRM action plans.
- Create test-and-learn frameworks, including audience, offer and channel comparisons, and document results for future optimisation.
5. Stakeholder, Vendor Supervision
- Serve as the key China CRM analytics contact for Retail, eCommerce, March, Marketing, Technology and global CRM/BI stakeholders.
- Manage external vendors against agreed scope, timelines, quality and service standards; ensure deliverables are accurate, actionable and on time.
- Promote data literacy by helping business users understand dashboards, KPIs and insights and apply them in decision-making.
EDUCATION, PRIOR EXPERIENCE AND SKILLS NEED
- University degree in statistics, data science, business analytics, economics, marketing or a related discipline.
- 5+ years of relevant experience in CRM, customer analytics, business intelligence or loyalty, preferably within retail, fashion, beauty or another consumer-focused sector; prior supervisory or project-lead experience preferred.
- Strong analytical capability with hands-on experience in customer segmentation, lifecycle analysis, campaign measurement, dashboarding and insight generation.
- Proficiency in SQL and Excel; experience with BI/data-visualisation tools and CRM or customer-data platforms.
- Working knowledge of CRM system operations, data quality, user acceptance testing, vendor management and cross-functional requirement gathering.
- Commercial mindset with the ability to connect data findings to customer experience, loyalty and sales outcomes.
- Clear written and verbal communication skills in English and Chinese, with the ability to influence varied business and technical stakeholders.
- Highly organised, detail-oriented and able to manage multiple priorities in a fast-paced environment.
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.