Reference code: JR131093
In the world of leather goods, the name Serapian is synonymous with excellence in craftsmanship and elegant Milanese design. The Maison was founded in 1928 by Stefano Serapian and since then, Serapian’s creations for both men and women have attracted a loyal following of discerning connoisseurs.
YOUR MISSION:
Reporting to the Image, Marketing & Communication Director, the candidate will develop and oversee Serapian global CRM strategy, both online and offline, aimed at building an omnichannel client journey, increasing engagement, loyalty and optimizing ROI and key CRM & clienteling metrics.
HOW WILL YOU MAKE AN IMPACT?
CRM Management
* Define and implement the brand’s CRM and omnichannel client engagement strategy, ensuring seamless integration across all touchpoints and alignment with overall marketing and business objectives
* Create the CRM Strategy with an omnichannel data integration (retail, e-commerce and wholesale)
* Map an omnichannel Customer Journey, across all touchpoints (online and offline)
* Ensure CRM initiatives effectively support both brand positioning across digital platforms and drive commercial performance through an integrated omnichannel approach
* Manage CRM tools (especially the new generation and digital ones), leveraging their full capabilities for client interaction and data management
* Monitor and analyse CRM KPIs and cross-channel business trends to provide insights to optimize clients retention, reactivation, engagement, conversion and to continuously improve campaign performance
* Drive customer retention, client loyalty, and customer lifetime value through highly targeted digital and omnichannel CRM initiatives, delivering personalized experiences at every touchpoint
* Oversee integrated CRM campaigns and client communication across all touch points, ensuring a consistent and cohesive brand experience
* Define omnichannel CRM guidelines and best practices to support customer engagement and suggest new client acquisition strategies to optimize and expand the customer base and optimize sales growth across the retail network
* Plan and manage email, SMS, push notification, and loyalty campaigns
* Develop advanced customer segmentation strategies and targeted marketing initiatives, leveraging comprehensive data insights from all digital and physical client behaviours, engagement patterns, and spending across the omnichannel ecosystem
* Partner with retail teams to strengthen clienteling practices and CRM adoption within stores
* Ensure data quality and compliance with privacy regulations and group’s guidelines. The candidate will work with Richemont HQ and external suppliers, leading the roll-out of technology implementation
Media Activities
* Oversee the media budget and develop media campaigns from briefing through to implementation and tracking in collaboration with Group’s media agencies and external partners
* In collaboration with the E-commerce dept., design a performance marketing strategy
* In coordination with the Sales Director, Wholesale Manager, and Marketing Director, establish the annual wholesale support strategy and schedule the related activities within the global marketing calendar
* Manage the reporting and analysis to enhance return on investment (ROI) and continuously monitor to optimize ROI performance
A&P budget coordination
*Coordinate with the Regions on the progress and consolidation of the A&P budget in line with the annual allocation
* Hold periodic meetings to review expenditures and update the spending status for each component of the A&P budget
*Assist the Marketing and Ecommerce teams in finalizing all operational procedures related to A&P expenses. This includes the complete process from vendor setup, creation of Purchase Orders, to receipt of invoices
HOW WILL YOU EXPERIENCE SUCCESS WITH US?
At least 8-10 years of experience in CRM, digital marketing, media planning, or related fields.
CRM and Omnichannel strategy & execution in a Luxury Maison HQ.
Strong knowledge of CRM platforms (e.g., Salesforce, HubSpot, Adobe Campaign) and marketing automation tools.
Experience managing paid media campaigns across major digital platforms.
Analytical mindset with proficiency in data analysis and reporting.
Strong project management and stakeholder management skills.
Excellent communication and presentation skills and ability to work cross-functionally (with different teams: Mktg, Sales, E-commerce).
CCNL Commercio
Salary Range 50K – 60K€
Annual Bonus Plan
8 EUR Meal Voucher per working day
Welfare
