Customer Relationship Manager (Director)

Date:  Nov 16, 2021
Location:  Tokyo
Company:  Shiseido
Country/Region:  JP
Custom Field 4:  Employee (Permanent)
Company:  Shiseido

Location: Shiodome
Division:  Digital Transformation Office
Job level: Manager
Report to: Vice President
Contract type: Full time


Roles & Responsibilities


The Shiseido Group has established the Digital Transformation Office (DTO) in HQ Tokyo, Japan. 
The DTO’s mission is to transform and accelerate Shiseido on its journey to become a digital business and will oversee the enterprise-wide strategy across beauty tech, consumer engagement, data management, ecommerce and digital marketing. The DTO’s mission is to put data in the heart of our marketing and technology development. Shiseido will become “No.1 data driven beauty powerhouse” creating the next generation of Skin Beauty.

The Customer Relationship Director will report into the Head of Consumer Engagement, supporting global initiatives. The Director will develop and build large scale CRM programs seeded in the consumer/member lifecycle across a variety of organizational business strategies and goals. The Director will work with stakeholders to identify and leverage audience segmentation, outlining consumer journeys and omnichannel activations. The Director will work cross-functionally, partnering with multiple Brands and stakeholders to develop thoughtful, innovative programs that drive retention, long-term customer value and acquire new customers across the enterprise.  S/he will partner with the IT team to sell-in new, imperative technologies and build upon the existing tech stack. The Director will define program KPIs, working with the team to manage performance and reporting, ultimately using the data and insights to refine the CRM plans.


Key Duties  (Process) 

•    Lead Global CRM strategy, be key liaison between Global Brand Holders and Digital Transformation Office.
•    Spearhead the design of a Personalization maturity model for Shiseido Group brands globally. Partner with 1-2 Regional Teams and 1-2 Global Brand Holders to pilot initiatives anchored on new Personalization model. Develop, test and rollout the Personalization measurement framework including defining key performance indicators. 
•    Establish 3-year acquisition and engagement & retention goals in partnership with Regional Digital Teams and Global Brands.
•    Establish, monitor, and execute regional benchmarks and CRM scorecard. Embed a strategic analytical and results oriented approach into decision making across the organization.
•    Lead CRM Quarterly Business Reviews regionally. 
•    Integrate CRM contribution to all other existing media touch points including Search, Email, Direct Mail, promo and non-promo, social media networks, WeChat, Line, other paid media.
•    Design and lead the implementation of lifecycle and value (loyalty) based segmentation through Omni touch points including ecommerce, pure players, retailers.com and brick & mortar.
•    Augment customer behavior knowledge by generating data that is available & actionable for the Marketing and Sales teams.
•    Fuel, challenge, and support Brand Teams with a constant innovation approach.
•    Validate Regional IT vendors and architecture together with Global and Regional IT. 
•    Manage the offshore CRM Digital Activation Center in Bangalore, India to ensure SLAs are being met and manage continuous process improvements.
•    Manage key CRM vendors including Salesforce Marketing Cloud and Accenture. 
•    Oversee the design and deployment of CRM communications across the organization, including external (benchmarks, industry news) and internal (Digital Activation Center, Regional Teams and Global Brand Holders) sources.





•    Analytical and problem-solving skills
•    Analytics in Web, CRM, Media, Retail
•    Business intelligence tools, i.e. Tableau
•    Working knowledge of statistics
•    Able to visualize data effectively 
•    Able to communicate complex data insights in a simple, actionable way, and explain complex, technical information in a nontechnical, easy-to-understand way
•    Advanced experience with CRM tools
•    Strong mathematical and writing skills
•    Strong verbal and written communication skills
•    At least 10 years of experience in customer, data-centric organizations. 
•    Highly analytical and strategic, market facing and intimate with the consumer journey from awareness to purchase and loyalty. 
•    Strong experience in CRM and analytics with a proven track record of driving CRM strategy and implementing effective Omni-channel campaigns.
•    Experience paid media / customer acquisition (SEM, Retargeting, Social)
•    Experience in CRM technology management, with an understanding of marketing automation (e.g. Salesforce) and reporting (e.g. Tableau) tools.
•    Experience with designing and managing Loyalty programs.
•    To the point, practical, results-driven, and innovative
•    Entrepreneurial, autonomous, open to collaboration
•    Capable of working in a large corporate environment without full guidance
•    Capable of raising consensus at all levels: peers, executives, team members
•    Pushes the organization to constantly improve
•    Understanding of the beauty market is a plus


•    English – Expert Level
•    Business enterprise knowledge
•    Relationship builder; Influencing Others; Change Advocate
•    Results-oriented 
•    Innovation
•    Strategic Thinking

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