CRM Lead – Chinese Market

Yami•Brea, CA

2d•Onsite

About The Position

Yami is seeking a strategic, analytical, and hands-on CRM Lead to own customer lifecycle marketing, retention, and loyalty initiatives for Chinese-speaking customers in North America. The role defines how Yami engages customers across owned channels, increases purchase frequency and lifetime value, and translates customer insights into measurable business growth. The CRM Lead shapes strategy and testing roadmaps and partners with Marketing, Product, Data, Finance, and Category teams to execute high-impact programs. The role owns the Chinese Market CRM strategy, roadmap, engagement calendar, and performance goals across email, SMS, push notifications, and in-app messaging. It develops customer journeys, behavior-based programs, segmentation, personalization, loyalty initiatives, and a CRM measurement and experimentation framework. The CRM Lead also establishes campaign standards and operating workflows, evaluates commercial impact, and aligns initiatives across Chinese Market leadership and cross-functional teams. This is a full-time, fully onsite position at Yami’s headquarters in Brea, California. The listed salary range is $80,000–$110,000.

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; e-commerce or retail experience preferred.
Demonstrated ownership of programs that improve repeat purchase, retention, reactivation, or customer lifetime value.
Hands-on experience with CRM or marketing automation platforms, multichannel campaigns, customer segmentation, and triggered journeys.
Strong analytical skills, including KPI reporting, A/B testing, cohort or behavioral analysis, and interpretation of campaign business impact.
Ability to develop strategy, prioritize initiatives, coordinate execution, and influence cross-functional partners.
Fluency in written and spoken Mandarin Chinese and English.
Ability to work full-time onsite at Yami’s headquarters in Brea, California.

Nice To Haves

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.

Responsibilities

Own the Chinese Market CRM strategy, roadmap, engagement calendar, and performance goals across email, SMS, push notifications, and in-app messaging.
Define channel roles, audience strategies, communication cadence, and contact-frequency guidelines.
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, quality assurance, measurement, and optimization.
Design and optimize customer journeys covering onboarding, first-to-second purchase, repeat purchase, purchase-frequency growth, churn prevention, and win-back.
Develop behavior-based and automated programs using purchase history, category preferences, engagement signals, and lifecycle stages.
Shape loyalty and membership engagement initiatives, including value propositions, benefits, recognition, and repeat-purchase incentives.
Partner with Finance and commercial teams to evaluate offers, discount efficiency, margin impact, and incremental customer behavior.
Identify retention opportunities through personalized product discovery, cross-selling, and category-based engagement.
Own segmentation strategy using transactional, behavioral, RFM, cohort, and lifecycle data.
Develop a personalization roadmap for messaging, product recommendations, timing, and customer experiences.
Work with Product and Data teams to improve customer data quality, event tracking, automated triggers, integrations, and CRM platform capabilities.
Assess opportunities for scalable automation and advanced customer decisioning.
Own CRM measurement, including repeat purchase rate, first-to-second purchase conversion, purchase frequency, reactivation, customer lifetime value, and CRM-attributable revenue.
Build an experimentation roadmap across audiences, offers, creative, personalization, timing, and channel cadence.
Use A/B testing and, where practical, holdout or incrementality methods to distinguish business lift from attributed results.
Evaluate campaign and incentive performance against incremental revenue, retention, ROI, and margin efficiency, and provide actionable recommendations to leadership.
Align CRM initiatives with Chinese Market leadership, Acquisition, Site Operations, Category, Product, Data, Finance, and Creative teams.
Set priorities, campaign intake and briefing standards, workflows, and quality controls; guide supporting specialists or external partners where applicable.
Apply knowledge of Chinese-speaking consumers’ shopping behavior, cultural moments, and product preferences in North America.
Continuously improve team processes, reporting clarity, execution speed, and customer experience.