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.

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.

Fully onsite: Brea, CA

$80-110K