Guerlain (Japan) is looking for a CRM Manager in Tokyo.

This position will be reporting to Digital Director and with two direct reports:
CRM Clienteling Specialist & Data Analyst.


MISSION STATEMENT

The CRM Manager is responsible for defining and executing the Maison's CRM strategy to expand the customer base and drive long-term customer value, loyalty, and brand desirability.

This is achieved through a balanced approach of data-driven one-to-many CRM activations and high-touch one-to-one Clienteling strategies.

Leveraging customer data and insights, the CRM Manager delivers personalized, omnichannel experiences, supports both robust retail and growing digital business objectives, and enhances personalization to elevate the overall client experience that reflect Guerlain's heritage and savoir-faire within a luxury beauty environment.

Job Responsibilities


MAIN RESPONSIBILITIES
CRM Strategy & Management
Develop and implement a CRM strategy aligned with Guerlain's heritage, brand positioning, and long-term client equity
Oversee the customer lifecycle across acquisition, retention, reactivation, and top-tier (VIC) development with omni-channel touch point approach.
Design and maintain refined customer segmentation frameworks based on engagement, value, and behavioral insights
Clienteling & One-to-One Engagement
Define and implement clienteling approach, enabling Beauty Advisors to deliver refined, personalized one-to-one interactions
Translate customer insights into actionable clienteling guidelines, including tailored client prioritization, communication touchpoints, and follow-ups
Monitor clienteling performance metrics, including tiered customer engagement, VIC retention, and active client participation
Foster emotional connections and elevate the client experience through high-touch, luxury interactions that reflect Guerlain's heritage
One-to-Many Activation communication
Develop and maintain a balanced framework between one-to-many CRM activations and one-to-one interactions
Define and craft a refined client contact and communication strategy across multiple touchpoints, including but not limited to LINE, EDM, and DM, with cadence and guidelines that respect luxury brand standards
Loyalty Program & VIC EVENT Management
Develop and evolve loyalty programs to strengthen long-term client engagement and membership value, while enabling relevant cross-category opportunities.
Collaborate with retail team &VM team to deliver tailored, emotionally resonant experiences for VIC clients (GAISHO/VIC EVENT/etc)
Tracking loyalty program performance and provide actionable insights to continuously refine loyalty program
Data Analytics & Insights
Own CRM and clienteling performance analysis across retail and digital touchpoints
Analyze key KPIs across business dimensions, including retention, frequency, client profile, purchase journey, and cross-selling, to provide actionable insights that guide CRM strategy, clienteling prioritization, and commercial decision-making
Deliver regular dashboards and reports that support strategic initiatives while enabling elevated and emotionally resonant client experiences
Campaign Measurement & Optimization
Define success metrics and frameworks for both one-to-many CRM campaigns and one-to-one clienteling activities
Conduct post-campaign analysis to identify opportunities for refinement in segmentation, messaging, and journey design
Ensure campaigns and clienteling actions consistently enhance the Maison's prestige and emotional resonance with clients
Cross-Functional Collaboration
Work closely with Retail TEAM, Marketing TEAM, Digital TEAM, VM TEAM, Logistic and IT teams in a matrix organization
With closely communication with HQ team to align local execution with global Guerlain / LVMH CRM frameworks, maintaining consistency with the Maison's identity
CRM Operations & Governance
CRM budget planning and resource allocation in alignment with brand priorities and strategic initiatives
CRM related product forecasting and stock management
Oversee CRM-related systems and tools, ensuring effective usage, data quality, and continuous improvement
CRM internal team management

Profile

REQUIRED QUALIFICATIONS 8+ years of experience in CRM, clienteling, or customer engagement within luxury beauty, fashion, or premium retail Proven ability to translate customer insights into both strategic CRM activations and clienteling initiatives Strong understanding of luxury consumer behavior, emotional engagement, and boutique dynamics Experience working with local cross-functional (Retail team especially) & HQ teams is highly preferred Technical & Analytical Skills/Knowledge CRM platforms (Salesforce, Adobe Campaign, etc) Clienteling and POS-integrated CRM systems Proficiency in Excel and PowerPoint Experience with BI tools (Power BI, Tableau) is a plus Knowledge of segmentation, lifecycle analytics, and data-driven Soft Skills & Mindset Strong ability to convert data insights into emotionally resonant client engagement strategies Collaborative and persuasive communication across retail, marketing, and cross-functional teams Strategic thinker with a client-first mindset, balancing long-term brand value and high-touch personalization Languages Native Japanese Business level of English speaking & writing

Additional Information

Since 1828, Guerlain has always been about revealing wonders – through the crafting of exceptional, audacious fragrances and beauty products.

We run a transformation at a fast pace and are onboarded on the accelerating elevation journey that will lead us to the clear destination of being the most iconic high perfumery and high cosmetic house in image and products, above the competition, the most exclusive one.

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