CVM Manager

Job type Permanent
Salary
Reference 54383

 

Role: Senior CVM Specialist

Department: Retail
Reporting to: Retail Director
Functional Reporting: Country President, APAC Client Engagement Director
Date: 27 March 2024

Role Purpose

This position works closely with the retail, merchandising, and marketing teams to strengthen customer value management and enhance commercial performance. The role is responsible for driving key CVM KPIs, managing customer recruitment and retention initiatives, and shaping customer experience programs within the market. The Senior CVM Specialist serves as the market’s subject matter expert on CVM data and leads related strategic and operational initiatives.

Key Responsibilities

1. CVM Analysis and Strategy

  • Conduct ongoing analysis of customer data and generate insights on consumer behavior, trends, and opportunities to support retail, merchandising, and marketing leaders.

  • Recommend and implement both short-term and long-term CVM strategies based on data intelligence.

  • Initiate consumer research when needed to provide deeper behavioral insights and support action planning.

  • Implement corporate CVM initiatives to strengthen brand perception and business performance.

  • Support marketing strategy development using CVM data, ensuring alignment with global marketing direction.

  • Collaborate on retail and merchandising strategies informed by customer insights.

  • Manage the CVM and marketing budget for the market.

  • Develop and execute annual customer contact strategies, including direct communication initiatives such as digital communications and gifting.

  • Monitor competitive activities and evolving consumer expectations to ensure local strategies remain relevant.

2. Customer Recruitment and Retention

  • Identify key drivers of customer acquisition and retention using internal and external data.

  • Build and execute recruitment and retention plans, including target setting, strategic planning, implementation, and performance tracking.

  • Collaborate with the marketing team on customer-focused events and activities.

  • Provide feedback to regional and global teams on opportunities within the market.

3. CVM Database and Systems Management

  • Partner with global headquarters and market users to ensure effective use of the CVM system.

  • Communicate local system needs to the global CVM team.

  • Work with the local IT team on system maintenance and enhancements.

  • Continuously improve data collection methods.

  • Ensure accuracy, completeness, and proper utilization of customer data across all stores.

4. Coaching and Training

  • Deliver ongoing training to retail teams on data collection and how to leverage CVM insights for business growth.

  • Coach store-level CVM specialists on best practices and system utilization.

  • Act as the primary subject matter expert and advisor to all CVM users, ensuring consistent and effective use of customer data.

Performance Expectations

Performance will be assessed based on:

  • Growth in recruitment and retention of domestic customers

  • Retention of existing loyal customers

  • Revenue growth from directly operated stores

  • Customer satisfaction and Net Promoter Score results

  • Quality, accuracy, and completeness of data within the CVM system

Qualifications

Education & Experience

  • Bachelor’s degree or equivalent

  • 3–5 years experience in customer value management within the fashion, services, or consumer goods industries

  • Strong communication and presentation abilities

  • Genuine interest in the luxury retail sector

Personal Attributes

  • Strong interpersonal skills

  • Highly analytical with strong attention to detail

  • Hands-on approach and proactive execution style

  • Customer- and business-oriented mindset

  • Creative and solution-focused