About this role
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