CRM Manager

SPCA (Hong Kong); Hong Kong; On-site; HKD 600,000 - 1,200,000; Full time

Job summary

SPCA (Hong Kong) seeks a strategic, hands-on CRM lead to maximise donor and member value through data-driven journeys, marketing automation, and evidence-based acquisition and retention strategies.

Reporting to the Head of Marketing Communications and Development, this role owns the end-to-end CRM strategy and execution, building multi-channel campaigns and dashboards that grow support for animal welfare.

Qualifications

• Bachelor degree in data analytics, marketing, or related field.
• 15+ years in CRM/marketing automation roles within non-profit settings.
• Proven multi-channel donor/member journey design with measurable improvements.

Responsibilities

• Design, build, test, and optimise multi-channel donor and member journeys.
• Own CRM platform configuration, data architecture, and governance.
• Develop data-informed acquisition strategies and monitor KPI performance.
• Lead retention, loyalty, and lifetime value growth initiatives.
• Collaborate with fundraising, digital and comms teams to ensure consistent messaging.

Skills

CRM strategy

Marketing automation

Data analytics

Journey design

A/B testing

Stakeholder management

Campaign management

Education

Bachelor Degree in Data Analytics, Digital Marketing, Marketing, Communications or related discipline

Tools

Salesforce Marketing Cloud

Microsoft Dynamics

Job description

The position is a strategic, hands-on role responsible for maximising the value of the SPCA’s donor and member database through data-driven journeys, marketing automation, and evidence-based acquisition and retention strategies. Reporting to the Head of Marketing Communications and Development, this role owns the end-to-end CRM strategy and execution that grows sustainable support for animal welfare programmes.

Data-Driven Donor & Member Journey

Design, build, test, and optimise multi-channel donor and member journeys (email, SMS, direct mail, WhatsApp, web, app, and offline) based on behavioural, transactional, and demographic data.

Map the full supporter lifecycle from first engagement through acquisition, retention reactivation, loyalty building.

Segment audiences dynamically using practical, data-driven criteria such as giving history (recency, frequency and value), engagement behaviour, and supporter preferences. Progressively introduce more advanced techniques (scoring models, basic propensity analysis) as data quality and team capability grow.

Continuously A/B and multivariate test journey elements (timing, content, offers, channels) and translate insights into improved conversion and lifetime value.

Ensure journeys are personalised, relevant, and aligned with the SPCA’s brand voice and animal-welfare mission.

Marketing Automation & Platform Management

Own the CRM / marketing automation platform (e.g., Salesforce Marketing Cloud, Dynamic 365) including configuration, data architecture, integrations, and governance.

Build and maintain automated campaigns, triggered communications, nurture streams, and re-engagement programmes.

Integrate CRM with website, donation platforms, event systems, social, and other data sources to create a unified supporter view.

Establish and enforce data hygiene, preference management, consent, and privacy standards.

Monitor system performance, deliverability, and data quality; drive continuous improvement and user adoption across the fundraising team.

Develop and execute data-informed acquisition strategies that efficiently grow the active supporter base (one-off donors, monthly donors, members, and advocates).

Identify high-potential acquisition channels and audiences.

Optimise lead generation, conversion funnels, and first-gift experience.

Collaborate with digital, marketing communications team to craft marketing communications message.

Set and track acquisition KPIs (cost per acquisition, conversion rates, quality of new donors/members, early retention).

Retention, Loyalty & Lifetime Value Growth

Design and implement retention and upgrade strategies focused on increasing average gift, frequency, longevity, and overall lifetime value.

Lead regular-giving growth, upgrade programmes.

Develop marketing automation journey in retention, reactivation, loyalty that deepen emotional connection to SPCA’s mission.

Analyse churn drivers and build proactive win-back and reactivation programmes.

Partner with major gifts, fundraising, education teams to identify and nurture high-potential supporters from the broader base.

Analytics, Reporting & Insight

Own CRM dashboards and reporting that track acquisition, retention, engagement, revenue, and ROI by segment, channel, and journey.

Provide actionable insights and recommendations to the Head of Marketing Communications and Development and Executive Director.

Conduct deep-dive analyses (journey performance, channel attribution, predictive modelling) to inform strategy and budget allocation.

Benchmark performance against sector best practice and continuously raise the bar on results.

Cross-Functional Collaboration & Leadership

Support the SPCA’s Fundraising Committee.

Manage the CRM team to deal with hotline, enquiries, and complaints.

Work closely with fundraising, major donors, digital and marketing communications teams to ensure consistent, supporter-centric experiences.

Train and support colleagues on CRM best practice, segmentation, and campaign execution.

Manage external agencies as needed for specialised CRM or data projects.

Stay current with non-profit CRM trends, marketing automation capabilities, data privacy regulations, and animal-welfare fundraising innovations.

Qualifications & Requirements

Bachelor Degree in Data Analytics, Digital Marketing, Marketing, Communications or related discipline.

Over 15 years’ experience in CRM / marketing automation roles, preferably within non-profit, charity, membership, or fundraising environments.

Proven track record of designing and optimising data-driven multi-channel journeys that deliver measurable improvements in acquisition, retention, and lifetime value.

Hands-on expertise with at least one major CRM / marketing automation platform (Salesforce Marketing Cloud, Microsoft Dynamics, or similar) and strong data literacy.

Demonstrated success in donor or member acquisition and retention strategy, including regular giving programmes.

Strong analytical skills: comfortable with segmentation, RFM, basic predictive modelling, A/B testing, and translating data into strategy.

Knowledge of donation platforms, email system, crowd fundraising platform, payment gateways, and event/registration systems commonly used by charities.

Excellent project management, stakeholder communication, and ability to balance strategic thinking with hands-on execution.

Able to bring their own network of contacts and partners.

Familiarity with local data privacy requirements.

Experience mentoring CRM or digital fundraising staff.

Experience in Hong Kong or Asia non-profit fundraising environments.

Passion for animal welfare and alignment with the SPCA’s mission is highly desirable.

Data Entry

Your personal data provided will be treated in strict confidence and used for recruitment purpose only and will be used strictly in accordance with the SPCA’s personal data policies.

You can refer to our Data Privacy Policy athttps://www.spca.org.hk/data-privacy-policy/.

Interested parties are invited to visit our websitehttp://www.spca.org.hk/for more information about us.