上海招聘

I. Background Information

Position Title: CRM and Digital Marketing Operations Manager
Function/Department: SSM / Brand Marketing
Location: Shanghai,China
Required travel frequency: N/A


II. Purpose

GM International Operations has defined as a key business objective to lead in both Digital Marketing and CRM in the respective markets within the region.
Leadership in Digital Marketing has been defined around the core business areas: Owned Digital Media, Paid Digital Media, and Earned Digital Media
- Owned Media: Having World Class websites that are easy to find and accessible from every device and have everything consumers are looking for to help them in their purchase decision
- Paid and Earned Media: Efficiently targeting consumers and engaging them 24/7

Leadership in CRM has been defined around the core business areas: Customer Engagement, Lead Management, and Data Management.
- Customer Engagement: Listen Always, Respond Immediately, Always be relevant to the customer across all customer facing channels including CAC, targeted communications, and social media arenas
- Lead Management: Hot leads to the dealers in real time with quality follow up
- Data Management: Everything you know about the customer is in one place with high quality data

GMIO's Digital Marketing and CRM team is redefining the engagement strategy with specified GMIO markets to drive an accelerated approach to developing in-market capabilities
- Providing hands on guidance and expertise to the markets
- Assigning Country Managers with accountability for local market advancement
- Directing best practices implementation

The Digital Marketing and CRM Operations Managers are responsible for working with their assigned markets to build market leading capabilities within Digital Marketing and CRM.



Responsibilities and Objectives
The GMIO CRM and Digital Marketing Operations Managers are assigned specific markets, with the charge to provide strategic direction as well as hands-on support to accelerate the development of Digital Marketing and CRM capabilities. In this strategic / operational role they are accountable for the progress of their assigned markets.

In this role the CRM / Digital Marketing Country Managers will:
- Work with GMIO IT and the GMIO contracted Agency to form a SWAT team to develop and implement CRM & Digital strategic roadmaps and implement foundational capabilities

- Apply the GMIO CRM and Digital Playbook with the assigned markets to define and then execute a focused development plan around all the core Digital Marketing and CRM capabilities.

- Deliver Digital and CRM Executive Training modules to business stakeholders in the assigned markets to improve the overall knowledge of Digital Marketing and CRM concepts, to align objectives and prioritization of capabilities development and investment

The CRM and Digital Marketing Playbook is a set of strategic tools to assess current technical capabilities, business processes and business readiness that then support the definition of a prioritized roadmap across all CRM and Digital capabilities based on a framework that defines Level 1 sophistication of achievement as simply successfully implementing the basic foundational capabilities while level 3 is built upon sophistication; a fully integrated, enterprise-wide, seamless integration of all Digital and CRM capabilities.

Priority for the Operations Managers is to ensure that the assigned markets build the core Digital and CRM foundation capabilities, that can enable growth to leadership:
- Owned Websites
- SEO
- Paid Search
- Customer Data management
- Lead management and follow-up capability at local GM unit and dealer level (follow all leads)
- Contact Center improvements
- Improve business processes
- Prepare business cases as necessary
- Teach, coach, and develop the disciplines of CRM and Digital Marketing across the VSSM organization.


Additional areas of focus:
- Ensure an integrated customer engagement strategy that spans the range of channels and processes through which GM has direct engagement with customers including but not limited to Contact Centers, web forms, targeted Marketing initiatives and Social Media arenas.

- Ensure strong social media presence and campaigns and identify consumer-driven, non-automotive opportunities for the brands engagement and execution.

- Implement strategies for the "right" way to engage users Facebook, Twitter and other social media websites. Integrate and align customer insights from Social channels with other customer channels to present one cross-channel Voice of Customer to the organization

- Support a strategy for lifecycle communications that strives to drive sales and service retention, minimizes customer defection, and maximizes customer acquisition.

- Monitor effective benchmarks for measuring the impact of Digital marketing and CRM programs, and analyze, review, and report on effectiveness of campaigns in an effort to maximize results

- Collaborate with IT as key business user in the CRM system & infrastructure development process, provide inputs and feedback to ensure business requirements for GMIO markets are thoroughly considered and scalable solutions are pursued.

- Responsible for input and delivery of periodic business reviews, supporting process implementation, and coordination of periodic process audits with all involved functions
- Ensure CRM and Digital metrics are in place in assigned markets: CAC, VOC, ROI metrics, Lead metrics, Data Metrics etc.
- Create and maintain a sense of urgency in the assigned markets to develop capabilities and implement strategies to lead with CRM and Digital Marketing
- Manage and enhance team performance by developing individual's capabilities & competencies in the markets
- Special Projects as required


III. Areas of Responsibility

1. CRM and Digital Strategies
Provide input to GMIO customer engagement strategy, on-going monitoring of country progress, drive cross-functional coordination

2. CRM and Digital Strategies
Work with local markets to implement market-leading Digital and CRM Strategies and capabilities

3. CRM Strategies and best practices
Share best practices, coordinate with global team


IV. Knowledge, Skills, Experience, and Competencies

Knowledge:
- Good technical understanding and can pick up new tools quickly
- Experience in Digital and CRM a plus

Skills/ Competencies:
- Organizational agility
- Excellent written and oral skills in English, with fluency in additional languages beneficial.
- Ability to work in and build an effective team
- Good Critical thinking abilities
- Business Case development
- Process development
- Understanding of digital communication, marketing and measurement methods
- Strong analytical, forecasting and research skills
- Has a can-do attitude and a sense of urgency in this rapidly changing environment
- Good technical understanding and can pick up new tools quickly
- Ability to communicate a business vision for CRM and Digital Marketing including goals & results
- Leadership/decision-making: is skilled at articulating to executives and internal teams the importance of CRM and Digital Marketing business strategies as well as the technical capabilities
- Is able to exercise good judgment with quick response time.
- Creativity and curiosity
- Willingness to experiment
- Dealing with Ambiguity - Ability to deal with uncertainty
- Ability to synthesize large amounts of data into actionable information
- Persuasiveness and Perseverance
- Ability to handle multiple assignments and projects concurrently
- High level of analytical ability where problems are unusual and difficult
- Strong relationship building skills, including negotiation & executive interaction, ability to coach others
- Ability to contribute individually, and lead, manage or participate in cross-functional teams
- Ability to create great working relationships with all levels within the company and across multiple disciplines
- Ability to effectively communicate information and ideas in written and verbal format, and build and maintain relationships
- Must be able to think strategically, but be willing and able to roll up his sleeves to help implement

Experience/Education:
- Must have demonstrated success in implementing organizational change
- Experience the ideal candidate will have experience in the following areas:
* CRM or Digital
* Marketing (traditional, new media, guerilla and 'word of mouth')
* Strategy
* Customer Experience
* Social Media
* Press and analyst relations
* Business development
* Technology
* Operations
* Financial and quantitative analysis
* Project management
- Digital Marketing, Public relations, Marketing, Sales, experience, a plus
- Must have experience and demonstrated success working in a multi-cultural, multi language environment

General Motors Co., one of the world's largest automakers, traces its roots back to 1908. Its vision is to design, build and sell the world’s best vehicles. The General Motors-China relationship dates back more than nine decades.

GM has 12 joint ventures and two wholly owned foreign enterprises as well as more than 55,000 employees in China. GM (China) Investment Corp. is a wholly owned venture based in Shanghai. It houses all of GM’s local staff and is an investor in GM’s vehicle joint ventures in China. GM has been named one of the 10 Hewitt Best Employers in China.

GM, along with its joint ventures, offers the broadest lineup of vehicles and brands among automakers in China. Products are sold under the Buick, Cadillac, Chevrolet, Opel, Baojun, Wuling and Jiefang brands. In 2012, domestic sales of vehicles by GM and its joint ventures increased 11.3 percent on an annual basis to 2,836,128 units.

GM China’s strategy can be summed up in six words: In China, with China, for China. The entire company has made China a priority. GM has built a solid foundation for continued growth. It seeks outstanding candidates to help it remain a leader in China.