CRM Lead – Chinese Market

Responsibilities

• Own the Chinese Market CRM strategy, roadmap, engagement calendar, and performance goals across email, SMS, push notifications, and in-app messaging.
• Define each channel’s role, audience strategy, communication cadence, and contact-frequency guidelines to balance conversion with customer experience.
• Translate Chinese Market business priorities, seasonal promotions, and product launches into coordinated customer communications and lifecycle initiatives.
• Lead campaign strategy and execution standards, including briefing, segmentation, creative direction, QA, measurement, and continuous optimization.
• Design and optimize end-to-end customer journeys, including onboarding, first-to-second purchase, repeat purchase, frequency building, churn prevention, and win-back.
• Develop behavior-based and automated programs using customer purchase history, category preferences, engagement signals, and lifecycle stages.
• Shape loyalty and membership engagement initiatives, including customer value proposition, benefits, recognition, and repeat-purchase incentives, in partnership with relevant teams.
• Partner with Finance and commercial teams to evaluate offer strategy, discount efficiency, margin impact, and incremental customer behavior.
• Identify opportunities to strengthen retention through personalized product discovery, cross-selling, and category-based engagement.
• Own segmentation strategy using transactional, behavioral, RFM, cohort, and customer lifecycle data.

Requirements

• Bachelor’s degree in Marketing, Business, Analytics, Economics, Communications, or a related field.
• 4 –5+ years of experience in CRM, lifecycle marketing, retention marketing, or customer marketing, preferably in e-commerce or retail.
• Demonstrated ownership of programs that improve repeat purchase, retention, reactivation, or customer lifetime value.
• Hands-on experience with CRM/marketing automation platforms, multichannel campaigns, customer segmentation, and triggered journeys.
• Strong analytical skills with experience in KPI reporting, A/B testing, cohort or behavioral analysis, and interpreting campaign business impact.
• Ability to develop a strategy, prioritize initiatives, coordinate execution, and influence cross-functional partners.
• Fluency in Mandarin Chinese and English, written and spoken.
• Ability to work full-time onsite at Yami’s headquarters in Brea, California.

Preferred

• Experience with loyalty or membership programs, offer optimization, and promotion economics.
• Familiarity with SQL, BI tools, or CRM platforms such as Braze, Iterable, Klaviyo, or comparable systems.
• Experience with holdout testing, incrementality, personalization, or customer data platforms.
• Experience mentoring team members or managing agencies and vendors.
• Knowledge of Chinese-speaking consumers and Asian e-commerce shopping behavior in North America.