CVM Manager

Drive the market-level CVM strategy in conjunction with the HQ CVM team, providing critical market insights to shape relevant targets and action plans, while ensuring active day-to-day management of the Zegna Journey and in-store customer experience.

Main Responsibilities

Strategic
Develop and execute the CRM strategy to optimize customer engagement, retention, and NPS.
Feed market-level customer insights into the annual planning process in conjunction with HQ, including target setting and calendaring of local, strategy-supporting initiatives.
Adapt the Zegna Journey and contact strategy together with HQ to ensure local relevance.
Support individual customer-level planning for top-client engagement in collaboration with Store Managers and Customer Advisors.
Manage the CRM budget, ensuring efficient allocation of resources and accurate tracking of expenditures.
Lead customer research initiatives to gain insights into preferences, behaviors, and satisfaction levels, and share findings with corporate functions and store teams to drive understanding and action.
Plan and oversee monthly outreach activities to drive sales and strengthen customer engagement.

Day-to-day Activity
Execute HQ-driven strategies on the ground, including the organization and implementation of planned initiatives, with tracking and reporting supported by HQ where necessary.
Manage and monitor initiatives such as client gifting, service offerings, and customer experiences, including preparation and tracking of overall initiative plans.
Track and analyze KPIs related to customer engagement and retention, including retention, reactivation, handover rate, frequency, spending, and upgrade/downgrade trends, and provide recommendations for improvement.
Oversee database management, including customer codification, reach, data quality, qualitative insights, profile merging, customer allocation, and engagement rates.
Follow up with selected NPS respondents to gather insights and drive service improvements.
Collaborate cross-functionally with marketing, sales, and customer service teams to ensure seamless execution of CRM initiatives.

Training and Coaching
Adapt training materials for local relevance in collaboration with HQ.
Support onboarding of Retail Directors, Area Managers, and Store Managers, and provide ongoing refreshers for store teams.
Work closely with store teams to ensure strong understanding and effective use of CVM systems and practices, and that client portfolios are actively managed.
Deliver training to corporate stakeholders where required.

Additional Responsibilities
Support in-store activations by providing CVM insights to enhance customer engagement.
Analyze ROMI (Return on Marketing Investment) to assess effectiveness of CRM initiatives and recommend optimizations.
Coordinate with HQ to ensure consistency of customer experience across all touchpoints in line with brand standards.
Drive new client acquisition initiatives by collaborating with landlords and external partners to identify opportunities and expand the customer base.