LEGO Systems, Inc. CRM Manager - LEGO Certified Stores in Shanghai, China

CRM Manager - LEGO Certified Stores

Location China, Shanghai

Posted Date 04/03/2018

Job ID CN1561

Category Sales

Help The LEGO® Group grow in one of our most dynamic markets.

The aim of the LEGO Certified Store (LCS) strategy is to protect the LEGO Brand, increase brand awareness, enhance partner performance, deliver exceptional customer service, and expand the LEGO business quickly and efficiently while establishing consistency.LCS will be one of the main driver of offline growth in China and will be expanded quickly with support from various functions locally and globally. A dedicated CRM manager is needed to work as central of excellence and cross work with internal functions of marketing and field sales to drive performance through the expansion of the base of loyalty customers and on-going retention oriented strategy and plan formulation and execution.

This person will be needing to develop and build LEGO China CRM system, formulate and execute a recruitment and retention strategy with a focus on increasing revenue and consumer/shopper base as well as loyalty. Additionally, the role will focus on driving the growth of the database across in-store and online channels, and developing scalable acquisition opportunities across in-store and online channels.

Job Responsibility

LCS store loyalty shoppers and consumers retention

  • Manage multiple customer’s loyalty program and establish a unified LCS loyalty shopper and consumer mechanism.

  • Develop national LCS loyalty consumer and shopper program with well understanding of global standard, online and brand owned LEGO store dynamics. Continuously make efforts to adapt to business needs.

  • Maintain a work with internal IT/BI team for consumer database infrastructure development to enable the flexibility for potential business needs.

  • Provide in-depth and business-oriented analysis on members and to facilitate internal team sharing and learning.

LEGO casual fans community activation and engagement

  • Establish the interaction and influence connection with casual fans, LEGO clubs or community.

  • Manage LEGO casual fans network via digital platform like WeChat, KOL, Tencent, LCS WeChat account to increase LEGO and LCS awareness, and convert to commercial results as possible as we can.

  • Develop VIP and loyal audience oriented activities that surprise and delight LEGO shoppers, thus to convert traffic into engaged, high-value shoppers.

  • Lead the improvements of retention campaign effectiveness, through planning, segmentation, content weightings, innovative design and engaging content etc.

  • Working closely with the Marketing team (Retail marketing/digital/brand team) as part of our retention campaign planning, to ensure messaging and design is on-brand and in line with company objectives.

  • Well manage LCS WeChat Platform, improve digital CRM, emphasis on integration of Online & offline, and activate consumers/shoppers through the entire shopping journey.

LEGO CRM Solution simulation and building up

  • Identify LEGO needs and analysing consumer and shopper profile. - Simulating local CRM strategy by digesting local and global CRM vision and mission.

  • Define CRM annual KPI and tracking the real-time performance to ensure the achievement in year-end.

  • Closely work with global omni-channel and loyalty program team to ensure synchronization and resources cross utilization in our market.

Other Routines:

  • Database ongoing maintenance and regular database cleansing to ensure integrity of data

  • Focus on CRM data quality and continuously optimize for improving the operational efficiency.

  • CRM Budget management - Coach and training related internal people to grow their CRM skills and performance.

Key Stakeholders:

  • Marketing team - Trade Marketing/Digital team/Brand marketing

  • LCS Sales Team - Retail Managers of LCS/Training Manager

  • LEGO Branded Retail (LBR)

  • Global Retail Management – Omni-Channel function/Loyalty Program team

We’re looking for a team player who has:

  • 6+ years’ experience driving loyalty program, fans marketing, and CRM and full scale of work capability in digital, social media, mobile, big data, etc.

  • Prior experience executing loyalty and retention strategies combined with solid budgeting and forecasting skills

  • Be strategic and analytical by nature and love getting into the detail to create solutions.

  • Excellent communication skills to influence through best practice and deliver on KPI’s and ROI.

  • Proficient with analysing and interpreting customer data, have first class attention to detail and a proven ability to work in a fast-paced environment with minimal supervision.

  • Degree qualified in Marketing or equivalent

  • Good understanding of the China retail industry and environment evolving over the recent years, particularly off line and online dynamics.

  • Comprehensive understanding of running a premium branded retail stores

  • Basic financial skills to set and review plans and programs

  • Fluent in verbal and written English and Chinese (minimum Mandarin)

  • Open-minded, collaborative, navigates confidently with diverse stakeholders across cultures and functions, able to face internal challenges and take actions

  • Team player, Innovative mind-set and eager to continuously develop and improve

  • Self-motivator and believer of LEGO Culture

Join the global family of The LEGO® Group

The LEGO® Group recruits and develops people entirely on merit. If you are confident you have what it takes to succeed in this role – and you share our commitment to creativity, collaboration and quality – use the APPLY NOW button above or below for job application.


”It is fascinating to be part of an organization that builds a better tomorrow for children. Although being a support function you are fully aware that your efforts have a huge impact. It is great to be part of immense growth plans and globalization, and that you never know what tomorrow brings.”