CRM Lead – Chinese Market

About Yami

• Founded in 2013, Yami is a leading Asian e-commerce platform
• in North America, connecting customers with authentic Asian products across
• food, beauty, home, and wellness categories.

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.

Segmentation, Personalization & Marketing Technology

• ·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.

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.
• Fully onsite: Brea, CA
• $80-110K