Customer Relationship Management Lead

Yami; Brea (CA); On-site; USD 120,000 - 170,000; Full time

Benefits offered by this job

401(k) matching

Health insurance

Paid time off

Job summary

Yami seeks a strategic CRM Lead to own customer lifecycle marketing, retention, and loyalty for Chinese-speaking customers in North America. You will define how we engage customers across email, SMS, push, and in-app messaging to drive growth.

Collaborate with Marketing, Product, Data, Finance, and Category teams to translate insights into measurable impact, shaping testing roadmaps and automation.

This role is on-site at Yami's headquarters in Brea, California.

Qualifications

• Bachelor’s degree required in Marketing, Business, Analytics, Economics, Communications, or a related field.
• 4–5+ years in CRM, lifecycle marketing, retention marketing, or customer marketing.
• Proven ownership of programs that improve repeat purchase, retention, or CLV.
• Hands-on experience with multichannel campaigns, customer segmentation, and triggered journeys.
• Fluent Mandarin Chinese and English, written and spoken.

Responsibilities

• Own CRM strategy across owned channels (email, SMS, push, in-app) for the Chinese market in North America.
• Define channel roles, audience strategy, cadence, and contact frequency to balance conversion with experience.
• Translate product launches and seasonal promotions into coordinated customer communications.
• Lead campaign strategy, segmentation, QA, measurement, and optimization.
• Design end-to-end customer journeys: onboarding, first-to-second purchase, repeat purchases, churn prevention, win-back.
• Develop behavior-based and automated programs using purchase history and lifecycle data.
• Shape loyalty initiatives including benefits, recognition, and repeat incentives with cross-functional teams.
• Collaborate with Finance and commercial teams to evaluate offers, margins, and incremental behavior.
• Identify opportunities for personalized discovery, cross-selling, and category engagement.
• Own segmentation strategy using transactional and behavioral data; build personalization roadmap.
• Work with Product/Data to improve data quality, event tracking, automation triggers, and CRM capabilities.
• Explore scalable automation and advanced customer decisioning as the business grows.

Skills

CRM

Lifecycle marketing

Retention marketing

Data analytics

A/B testing

Education

Bachelor’s degree in Marketing/Business/Analytics/Communications

Tools

Braze

Iterable

Klaviyo

Job description

Founded in 2013, Yami’s mission is to bring the world closer for everyone to experience and enjoy. We make it easy to discover exciting flavors and trending products from Asia. We connect customers with authentic food, beauty, home, and wellness experiences through our e-commerce platform and mobile apps.

About the Role

Yami is seeking a strategic, analytical, and hands‑on CRM Lead to own customer lifecycle marketing, retention, and loyalty initiatives for our Chinese‑speaking customers in North America. This role will define how Yami engages customers across owned channels, increases purchase frequency and lifetime value, and translates customer insights into measurable business growth. The CRM Lead will shape the strategy and testing roadmap while partnering across Marketing, Product, Data, Finance, and Category teams to execute high‑impact programs.

Key Responsibilities

CRM Strategy & Owned Channels

• Own the Chinese Market CRM strategy, roadmap, engagement calendar, and performance goals across email, SMS, push notifications, and in‑app messaging.
• Define each channel’s role, audience strategy, communication cadence, and contact‑frequency guidelines to balance conversion with customer experience.
• 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, QA, measurement, and continuous optimization.

Lifecycle Marketing, Retention & Loyalty

• Design and optimize end‑to‑end customer journeys, including onboarding, first‑to‑second purchase, repeat purchase, frequency building, churn prevention, and win‑back.
• Develop behavior‑based and automated programs using customer purchase history, category preferences, engagement signals, and lifecycle stages.
• Shape loyalty and membership engagement initiatives, including customer value proposition, benefits, recognition, and repeat‑purchase incentives, in partnership with relevant teams.
• Partner with Finance and commercial teams to evaluate offer strategy, discount efficiency, margin impact, and incremental customer behavior.
• Identify opportunities to strengthen retention through personalized product discovery, cross‑selling, and category‑based engagement.
• Own segmentation strategy using transactional, behavioral, RFM, cohort, and customer lifecycle data
• Develop a practical personalization roadmap across 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 more advanced customer decisioning as the business grows.

Customer Analytics, Experimentation & Commercial Impact

• Own the CRM measurement framework, including repeat purchase rate, first‑to‑second purchase conversion, purchase frequency, reactivation, customer lifetime value, and CRM‑attributable revenue.
• Build a structured experimentation roadmap across audiences, offers, creative, personalization, timing, and channel cadence.
• Use A/B testing and, where practical, holdout or incrementality methods to distinguish genuine business lift from attributed results.
• Evaluate campaign and incentive performance against incremental revenue, retention, ROI, and margin efficiency; translate findings into actionable recommendations for leadership.

Cross‑Functional Leadership & Operating Excellence

• 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.
• Bring a clear point of view on Chinese‑speaking consumers’ shopping behavior, cultural moments, and product preferences in North America.
• Continuously improve team processes, reporting clarity, execution speed, and customer experience.

Qualifications Required

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

Preferred

• 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.

BENEFITS & COMPENSATION

• 401(k) matching
• Health insurance: medical, vision, and dental
• Paid time off (PTO): vacation, sick, and holidays