CRM Lead - Chinese Market

Brea, United States | Posted on 11/05/2026

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

About the Role

Yami is seeking a strategic, analytical, and hands-on CRMLead to own customer lifecycle marketing, retention, and loyalty initiativesfor our Chinese-speaking customers in North America. This role will define howYami engages customers across owned channels, increases purchase frequency andlifetime value, and translates customer insights into measurable businessgrowth. The CRM Lead will shape the strategy and testing roadmap whilepartnering across Marketing, Product, Data, Finance, and Category teams toexecute high-impact programs.

Key Responsibilities

CRM Strategy & Owned Channels

• Own the Chinese Market CRM strategy, roadmap,engagement calendar, and performance goals across email, SMS, pushnotifications, and in-app messaging.
• Define each channel’s role, audience strategy,communication cadence, and contact-frequency guidelines to balance conversionwith customer experience.
• Translate Chinese Market business priorities,seasonal promotions, and product launches into coordinated customercommunications and lifecycle initiatives.
• Lead campaign strategy and execution standards,including briefing, segmentation, creative direction, QA, measurement, andcontinuous optimization.

Lifecycle Marketing, Retention & Loyalty

• Design and optimize end-to-end customerjourneys, including onboarding, first-to-second purchase, repeat purchase,frequency building, churn prevention, and win-back.
• Develop behavior-based and automated programsusing customer purchase history, category preferences, engagement signals, andlifecycle stages.
• Shape loyalty and membership engagementinitiatives, including customer value proposition, benefits, recognition, andrepeat-purchase incentives, in partnership with relevant teams.
• Partner with Finance and commercial teams toevaluate offer strategy, discount efficiency, margin impact, and incrementalcustomer behavior.
• Identify opportunities to strengthen retentionthrough personalized product discovery, cross-selling, and category-basedengagement.
• Own segmentation strategy using transactional,behavioral, RFM, cohort, and customer lifecycle data.
• Develop a practical personalization roadmapacross messaging, product recommendations, timing, and customer experiences.
• Work with Product and Data teams to improvecustomer data quality, event tracking, automated triggers, integrations, andCRM platform capabilities.
• Assess opportunities for scalable automation andmore advanced customer decisioning as the business grows.

Customer Analytics, Experimentation & Commercial Impact

• Own the CRM measurement framework, includingrepeat purchase rate, first-to-second purchase conversion, purchase frequency,reactivation, customer lifetime value, and CRM-attributable revenue.
• Build a structured experimentation roadmapacross audiences, offers, creative, personalization, timing, and channelcadence.
• Use A/B testing and, where practical, holdout orincrementality methods to distinguish genuine business lift from attributedresults.
• Evaluate campaign and incentive performanceagainst incremental revenue, retention, ROI, and margin efficiency; translatefindings into actionable recommendations for leadership.

Cross-Functional Leadership & Operating Excellence

• Align CRM initiatives with Chinese Marketleadership, Acquisition, Site Operations, Category, Product, Data, Finance, andCreative teams.
• Set priorities, campaign intake and briefingstandards, workflows, and quality controls; guide supporting specialists orexternal partners where applicable.
• Bring a clear point of view on Chinese-speakingconsumers’ shopping behavior, cultural moments, and product preferences inNorthAmerica.
• Continuously improve team processes, reportingclarity, 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, lifecyclemarketing, retention marketing, or customer marketing, preferably in e-commerceor retail.
• Demonstrated ownership of programs that improverepeat purchase, retention, reactivation, or customer lifetime value.
• Hands-on experience with CRM/marketingautomation platforms, multichannel campaigns, customer segmentation, andtriggered journeys.
• Strong analytical skills with experience in KPIreporting, A/B testing, cohort or behavioral analysis, and interpretingcampaign business impact.
• Ability to develop a strategy, prioritizeinitiatives, coordinate execution, and influence cross-functional partners.
• Fluency in Mandarin Chinese and English, writtenand spoken.
• Ability to work full-time onsite at Yami’sheadquarters in Brea, California.

Preferred

• Experience with loyalty or membership programs,offer optimization, and promotion economics.
• Familiarity with SQL, BI tools, or CRM platformssuch as Braze, Iterable, Klaviyo, or comparable systems.
• Experience with holdout testing, incrementality,personalization, or customer data platforms.
• Experience mentoring team members or managingagencies and vendors.
• Knowledge of Chinese-speaking consumers andAsian e-commerce shopping behavior in North America.