CRM & Content Marketing Specialist

The Marketing & PR Department plays a vital role in promoting the business by coordinating all communication to deliver the value of the company’s products and corporate stance. Especially, Digital marketing teams work to increase brand awareness, acquire new customers, foster customer engagement, and drive conversions through various digital marketing strategies across the channels.  This team is also responsible for analyzing data to pull insights and execute optimum strategies across all acquisition & engagement channels to boost the growth of business in the digital arena.

This role owns the full CRM engine for UNIQLO Vietnam – EDM and App Push – turning customer data into content that drives retention, frequency, and store/app conversion. The role is expected to move fluidly between analytics and creative: reading segmentation and lifecycle data to know who to message and when, then developing the actual content and messaging that makes each send relevant rather than generic. Beyond CRM, this role supports SNS content production (Facebook, Instagram, TikTok), bringing customer insight into social messaging and working closely with the SNS Owned Channel Lead to keep brand voice consistent across owned channels. Success in this role requires strong analytical judgment, genuine customer empathy, and hands-on content/copywriting ability – this is a builder role, not a scheduler role.

1. CRM Ownership

• Own end-to-end App Push & EDM strategy – including planning, segmentation, content development, production, and execution – aligned with the company business plan.

• Develop and execute O2O strategy, including membership acquisition and New Store Opening activation, to drive app adoption and store traffic.

• Build and continuously refine CRM segmentation logic and customer journey mapping to improve retention, frequency, and customer value.

• Collaborate with cross-functional teams (Brand, PR, Product, Sales, Store Operations) to ensure CRM communications are aligned with business priorities and store-level execution.

2. CRM Performance & Optimization

• Monitor and optimize CRM channel performance against defined KPIs, proactively identifying opportunities for automation and personalization.

• Act as the in-house owner of CRM strategy, ensuring EDM and App Push execution is data-driven and continuously improving.

• Drive continuous improvement in CRM segmentation sophistication and lifecycle communication effectiveness.

3. Owned Media Content Production

• Execute content production for Facebook, Instagram, and TikTok against the content calendar and creative direction set by the Brand and Product teams.

• Assist in adapting CRM insights (segmentation, customer behavior) to inform SNS content and targeting where relevant.

• Ensure consistent messaging across CRM and SNS touchpoints.

Required

• Bachelor’s degree, ideally related to Business, Communication, Marketing, Data/Analytics, or other relevant fields.

• At least 5+ years of experience in the industry and 3+ years of hands-on experience in CRM and lifecycle marketing, in EDM and/or App Push execution, ideally in retail.

• Demonstrated experience with customer segmentation, journey planning, and CRM performance analysis.

• Good understanding of social media content and platforms (Facebook, Instagram, TikTok).

• English: Business level, both written and verbal.

• Strong analytical skills to draw insights from data and translate them into action.

Nice to Have

• Working knowledge of O2O strategy (membership programs, app acquisition, store activation) is a plus

• Being a proactive individual who is highly committed with a strong drive; possesses an inquisitive, commercial, and analytical mind.

• Comfortable owning a high-frequency, execution-heavy workload without compromising quality.

• Strong passion and career aspiration to make the brand No.1 in the market.

• Customer-oriented and store-oriented mindset, with resonance with the Fast Retailing philosophy.

• Detail-oriented and willing to do hands-on/manual work, with flexibility to learn the company’s unique system setup.

• Competitive salary, performance bonus, and comprehensive benefits package.

• Staff Discount.

• 24/7 Healthcare & Accidental insurance since the onboarding day (cover for 01 family member of staff)

• Career growth in a company where the role may expand with business needs, including potential future responsibility within the FR group.

• A results-driven, entrepreneurial culture where your decisions drive real business impact.

UNIQLO Vietnam respects candidate privacy and is committed to protecting personal information. Any personal data submitted during the recruitment process will be collected, processed, and stored solely for recruitment and employment-related purposes in accordance with applicable laws and company policies. Personal information will only be accessed by authorized personnel involved in the hiring process.

By applying for this role, candidates acknowledge that UNIQLO Vietnam may use submitted information to assess suitability for current or future opportunities within the organization, where permitted by applicable law.

UNIQLO Vietnam is an equal opportunity employer. As an equal opportunity employer, UNIQLO Vietnam does not discriminate against applicants or employees because of race, ancestry, color, religion, sex, sexual orientation, place of origin, criminal conviction, family status, gender identity or expression, Indigenous identity, marital status, mental disability, physical disability, political belief, source of income or because of any other status or condition protected by applicable law.

We sincerely appreciate the interest and enthusiasm of all applicants. While every application is carefully reviewed, only candidates whose qualifications closely match the position requirements will be contacted.