We seek an experienced senior specialist to lead our customer retention and direct marketing initiatives, primarily focusing on driving repeat purchases and increasing customer lifetime value. This role will be instrumental in managing and optimizing our newly launched loyalty program and Point of Interest (POI) system, utilizing data-driven, personalized marketing strategies to enhance customer engagement across multiple communication channels.

YOUR RESPONSIBILITIES

• Strategy Development: Design and implement targeted, data-driven marketing strategies that drive customer retention and purchase frequency, aligned with various customer lifecycle stages.
• Customer Segmentation & Insights: Leverage customer behavior data, segmentation strategies, and POI analytics to create highly personalized marketing segments, enhancing customer loyalty and engagement.
• Retention-Focused Campaigns: Develop and execute cross-channel marketing campaigns (e.g., email, SMS, app notifications) to encourage repeat purchases and foster ongoing participation in the loyalty program.
• Customer Journey Mapping: Craft personalized customer journeys that optimize engagement at each touchpoint, ensuring a seamless experience that drives long-term relationships and loyalty.
• Loyalty Program & POI System Integration: Integrate the loyalty program and POI system to deliver location-based offers and tailored experiences that drive frequent interactions and repeat purchases.
• Customer-Centric Messaging: Create content that resonates with segmented audiences, ensuring that marketing messages encourage further engagement and reinforce loyalty
• Cross-Functional Collaboration: Partner with IT, CRM, loyalty program, and analytics teams to ensure communication strategies align with broader company goals and objectives.
• Data-Driven Optimization: Analyze campaign performance and customer behavior metrics to optimize retention efforts, driving improvements in customer lifetime value (CLV) and repeat engagement.

OUR REQUIREMENTS

Qualifications

• Education: Bachelor’s degree in Marketing, Communications, Business, or a related field.
• Experience: 5+ years of experience in direct marketing, customer retention, or personalized communications, with a proven track record of increasing purchase frequency and retention through targeted marketing campaigns.
• Skills:
• Expertise in customer segmentation, CRM systems, and data analytics to inform retention strategies.
• Experience with loyalty programs, tools, and technologies aimed at improving customer retention and repeat purchases.
• Proficiency in marketing automation tools (e.g., HubSpot, Salesforce, Marketo, etc.).
• Strong collaboration and communication skills to work effectively with cross-functional teams.

Preferred Skills

• Experience with marketing automation tools for managing personalized communication and customer outreach.
• Knowledge of customer retention strategies and loyalty program integration.
• Familiarity with POI systems for delivering location-based marketing and promotions.

YOUR BENEFITS

• Foster Your Growth: At Decathlon, we empower our teammates by entrusting them with autonomy in their daily tasks. This culture of trust and independence is the foundation for personal and professional development, driving strong motivation and continuous growth.
• Competitive Compensation: Enjoy a monthly performance bonus, a 13th salary, and other incentives to reward your contributions.
• Comprehensive Benefits: Benefit from Social Insurance per Vietnamese Labor Law and premium health insurance coverage.
• Health & Wellness: Annual health check-ups to ensure your well-being, plus a sports practice allowance to stay active.
• Ongoing Development: Access various training programs designed to expand your competencies and open up exciting career growth opportunities.