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CRM Manager

Requisition Id:  652

Shanghai, CN

About Edrington

Edrington’s vision is to give more by crafting exceptional ultra-premium spirit brands. The Macallan is our central focus, supported by Highland Park and The Glenrothes in the fast-growing single malt category and Naked Malt in the blended malt category. Our portfolio is completed with The Famous Grouse Blended Scotch Whisky, Brugal premium rum from the Dominican Republic and Noble Oak American Whiskey. Edrington also has strategic partnerships for No.3 London Dry Gin and Wyoming Whiskey.

Position Summary

The CRM Manager of China is responsible to contribute to the creation and implementation of a comprehensive CRM strategy, a first of its kind in this important market for Edrington.  Success is measured by increasing Edrington brands’ overall customer database and level of engagement with our customers; ultimately leading to longer customer lifetime value and loyalty.  The role reports to the Senior Manager of China CRM.  

Job Description

  • Contribute towards overall CRM strategy development for Edrington brands in China across all channels including DTC, online, marketing and Private CRM
  • Help develop and execute data collection strategy in line with legal requirements
  • Participate in CRM systems (both data collection and analyses) creation, maintenance and optimization
  • Lead the design and implementation of CRM and customer lifecycle communications, including CRM data enablement for precision marketing
  • Direct internal and external team members for CRM data analyses and generate meaningful insights for cross-functional stakeholders; help set KPIs and suggest optimization points
  • Perform CRM database analysis and develop insights and recommendation for cross functional partners on optimization strategies
  • Responsible for membership and loyalty program development and execution, including procuring necessary experiences
  • Assist in Global program rollout if any
  • Participate in regular updates to global (Scotland) IT and CRM stakeholders on China CRM progress

Skills and Experience

  • 7 years experiences in CRM strategy and execution
  • Experience in digital, marketing and data and analytics
  • Omnichannel experience preferred
  • Familiar with online platforms CRM and loyalty programs
  • Preference for work experience in luxury products

Desired Qualities​​​​

  • Creative and entrepreneurial; ability to work manage and work effectively with system vendors, operational partners, media and marketing agencies
  • Great project management and agency management skills—ability to guide and challenge agency
  • Strong communication skills to work with different internal stakeholders and external vendors
  • Strong ownership & driver to accomplish dedicated tasks
  • Luxury brand understanding and orientation
  • Curious about both understanding our current customers and uncovering potential customer segments and best ways to introduce the brand to them
  • Omnichannel mindset—servicing both online and offline channels



Equal opportunities

Edrington provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, colour, religion, sex, national origin, age, disability or genetics. In addition to general legal requirements, Edrington complies with applicable federal, state and local laws governing non-discrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Employee value proposition

At Edrington, you will experience an incredible culture based on respect and giving more. We are exceptionally passionate about our brands and genuinely care about our people, continually investing in their development and wellbeing. Join Edrington and make a world of difference.