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CRM Manager

Date:  Jul 14, 2021

Shanghai, SH, CN

Company:  Goodyear

Location: CN - Shanghai   
Goodyear Talent Acquisition Representative: JOHN MA  
Sponsorship Available:  No
Relocation Assistance Available: No 

Primary Purpose of the Position:

A key role within consumer marketing team to drive Goodyear's interaction with consumers and retailers with CRM programs, and build Goodyear consumer/retailer database to understand more about the target consumers/customers and connect with omni-media (Tencent, Alibaba and Byte dance) to segment consumers to improve the performance of precise communications.


Principle Duties and Responsibilities:

  • Be responsible for CRM annual planning and budget allocation
  • Manage campaign strategy and execution (in line with marketing calendar) while achieving key performance metric goals.
  • Collaborate with consumer engagement team for initiating local CRM projects across multiple touch points including emails, SMS/MMS, WeChat, I/B & O/B calls, catalogs, in-store communications, and any possible new channel where our consumers like to be engaged.
  • Explore and analyze customer database for generating useful insight, predict the possible action, and determine customized approach plan for each segment.
  • Constantly monitor the performance of acquisition and retention programs and offer accordingly optimization plan.
  • Provide weekly, monthly and quarterly report on performance & implication of Acquisition, Customer Understanding, and Retention day-to-day tactics, as well as industry best practice examples from our key competitors.



  • Bachelor’s degree, Major in Economics/Marketing is preferred
  • At least 5 years’ experience in CRM agency or CRM role in corporate.
  • Expertise with customer segmentation, engagement marketing, targeting, and database marketing methods
  • Strong analytical and quantitative skills including the ability to use customer research, hard data, and metrics to back up intuition and assess the efficacy of marketing programs
  • Excellent in verbal and written English
  • Excellent communicator
  • Good team player
  • Strong project ownership

Goodyear is one of the world’s largest tire companies. It employs about 63,000 people and manufactures its products in 46 facilities in 21 countries around the world. Its two Innovation Centers in Akron, Ohio and Colmar-Berg, Luxembourg strive to develop state-of-the-art products and services that set the technology and performance standard for the industry. For more information about Goodyear and its products, go to

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