FENDI JAPAN - CRM Manager

Position

The CRM Manager is responsible for supporting Fendi's commitment to delivering best-in-class clienteling and a delightful shopping experience across all channels, including brick-and-mortar stores, e-commerce, and client services. This role involves staying abreast of Fendi's customer insights and driving continuous improvements through CRM initiatives to meet and exceed KPIs aligned with the company's strategic objectives.

Job responsibilities

CLIENT DATABASE responsibilities:

• Guarantee an updated and reliable client database by overseeing data collection of client information in stores. Train store teams on effective data collection methods and help them understand basic CRM data through CRM reporting (e.g., Store Dashboard)
• Manage the monthly local deduplication process in accordance with HQ guidelines and ensure periodical database cleansing
• Stay informed about changes in Personal Data Protection Regulations and proactively implement countermeasures in collaboration with HQ and LVMH in-house legal counsel

DATA INTELLIGENCE responsibilities:

• Be responsible for achieving annual CRM KPIs, including Data Collection, New Recruitment, Retention Rate, and other local KPIs, drilled down at the regional level based on worldwide annual objectives.
• Monitor weekly, monthly CRM KPI results and liaise with Retail teams and stores to analyze the status of CRM KPIs, identify areas for improvement, and develop CRM action/support plans for business expansion
• Conduct monthly touch-base meetings with store managers as needed
• Provide customer insights analysis based on business data and client behaviors to support the business and implement actionable recommendations, with reference to client demographics (gender, age group), geographic segments (local vs. tourists), new vs. existing client KPIs, and category-specific insights
• Design comprehensive CRM reports summarizing ongoing key CRM initiatives related to clienteling.
• Support the execution of local market research and analysis whenever required.

CLIENT ACTIVATION responsibilities:

• Client Communication Priorities: In partnership with regional Retail, Merchandising, E-Commerce, and other relevant teams, define monthly priorities and establish a comprehensive communication plan. This plan will include both one-to-many (newsletter campaigns) and one-to-one (clienteling campaigns) strategies, along with defining and extracting client target lists and other necessary resources to execute campaigns effectively
• Clienteling Culture:
• Increase the adoption rate of CRM tools and foster a strong clienteling culture through periodical training, collaborating with the Retail training team and engaging with stores
• Liaise with store Clienteling Ambassadors to gather periodic feedback on CRM store initiatives and the functionality of CRM tools. Provide regular feedback and new proposals to CRM HQ to enhance local CRM activities, based on local customer experience and market needs
• Organize periodical Clienteling Ambassadors’ Meetings in collaboration with the Retail Training team, identifying best practices in clienteling and sharing insights, including local competitors’ activities, with both local teams and at the corporate level
• Organize CRM touch-base meetings with Clienteling Ambassadors and Store Managers to achieve CRM KPIs
• Clienteling support:
• Partner with regional Retail leads to identifying best practices and developing underperforming store teams through tailored action plans

Maintain constant feedback with the CRM HQ team regarding clienteling applications and reporting capabilities, following up on troubleshooting and enhancement requests

Profile

• 5+ years of CRM or Client development experience with a proven track record of developing and managing retention programs and utilizing Salesforce, along with expertise in Excel for data analysis
• Bachelor’s Degree or equivalent experience
• Strong strategic and analytical thinker with outstanding verbal and written communication skills
• Exceptional organizational skills, meticulous attention to detail, and the ability to manage multiple tasks and deadlines effectively, including budget management
• Ability to work successfully with multiple business functions and influence stakeholders at all levels of an organization
• Native level in Japanese FENDI MAISON

The Fendi Maison was established by Adele and Edoardo Fendi in Rome in 1925. The opening of the first Fendi boutique – a handbag shop and fur workshop followed. Soon winning international acclaim, Fendi emerged as a brand renowned for its elegance, craftsmanship, innovation and style.

Called by the legendary five Fendi sisters, the collaboration with the late Karl Lagerfeld began back in 1965 and lasted 54 years. In 1992, Silvia Venturini Fendi seconded him in the Artistic Direction; in 1994, she is given the direction of Accessories and later of Menswear.

In 2000, the LVMH group acquires Fendi becoming in 2001 its majority shareholder. Appointed in 2020, Kim Jones held the role of Artistic Director of Couture and Womenswear until 2024. Since 2020, Delfina Delettrez Fendi, fourth generation of the Fendi family, is Artistic Director of Jewellery. Today Fendi is synonymous with quality, tradition, experimentation and creativity.