Tuyển Dụng - D2C RETENTION & CRM LEAD
JOB DESCRIPTION
D2C RETENTION & CRM LEAD
1. ROLE PURPOSE
D2C brands win or lose on one metric: do customers come back? Acquiring a new customer costs 5-7x more than retaining an existing one. Every customer who buys once and never returns is a failure of retention, not acquisition.
This role owns the entire post-purchase customer relationship for our brand. You will build the owned audience, design the retention system, execute campaigns that bring customers back, and convert that loyalty into measurable revenue.
You are not a campaign executor. You are the person who builds the machine.
2. KEY RESPONSIBILITIES & OWNERSHIP
2.1 Own the Audience
The owned audience is the most valuable asset a D2C brand has.
Build and grow the email subscriber list -- every digital touchpoint (website, checkout, TikTok bio, packaging,...) must be an opt-in opportunity
Manage and grow Zalo OA as primary CRM channel for Vietnamese customers
Maintain a clean, segmented list: new subscribers, active buyers, lapsed, VIP, product-interest segments
Own list health: monitor open rates, unsubscribe rates, deliverability -- a disengaged list is worse than a small one
Build a pre-launch waitlist mechanic for new products (build hype before the drop, not after)
2.2 Post-Purchase Flow
Design a post-purchase sequence: order confirmation -> shipping update -> delivery confirmation -> Day 3 usage tip -> Day 7 review request -> Day 14 replenishment/cross-sell
Every message in the post-purchase flow must feel like it is from a person who cares, not an automated system
Track post-purchase sequence performance: open rate, click rate, and most importantly -- did it drive a second purchase?
A/B test subject lines, timing, and offers in every sequence -- improve continuously
Coordinate with content team to produce beautiful, on-brand email templates that match our visual identity
2.3 Retention Campaigns
Run monthly re-engagement campaigns: segmented by last purchase date, product category, spend level
Design a win-back sequence for lapsed customers: Day 30 (reminder), Day 45 (soft offer), Day 60 (strong offer), Day 90 (last chance)
Birthday campaigns: personalized message + exclusive offer -- automated, triggered by data
Product drop campaigns: for new launches, VIP customers and loyal buyers get early access 24-48 hours before public -- this is the Rhode model
Replenishment reminders: for consumable products, calculate the average repurchase window and send a reminder just before it expires
Every campaign must have a clear hypothesis (we expect X% open rate, Y% conversion) and a post-campaign report
2.4 Loyalty & VIP Program
Design and launch a loyalty mechanic appropriate for a D2C brand: points per purchase, tiered benefits, early access, exclusive products
VIP segment = top 10-15% of customers by lifetime value. They need a reason to stay VIP -- not just a badge
VIP benefits for D2C: first access to drops, exclusive colorways/products, free shipping, personal styling notes, handwritten thank-you on orders
Build a referral program: loyal customers are the best acquisition channel. Reward them for bringing new customers
Track VIP churn: if a VIP customer lapses, trigger a high-priority personal win-back (not a generic campaign)
2.5 Customer Data & Insights
Build and maintain a single view of each customer across all channels: website, TikTok Shop, Shopee, in-store
Monthly Customer Health Report: active customers, new vs. returning, CLV by cohort, churn rate, top product by repeat purchase
Identify best customer profile (demographics, behavior, first product purchased) and share with acquisition team to find more like them
Product insights: which products drive the highest repeat purchase? Which are one-time buys? Use this to inform ranging and CRM campaign design
Cohort analysis: of customers who bought in Month 1, how many returned by Month 3, 6, 12? Track this as the core retention health metric
2.6 Store-to-Online CRM Bridge
Our store is a data capture and loyalty touchpoint, not a separate business.
Every in-store purchase must be linked to a digital customer profile -- email, phone, or Zalo
Store customers should be enrolled into the same email/Zalo CRM system as online customers
Design exclusive in-store CRM moments: QR code to join VIP, in-store-only early access to drops for registered customers, stylist consultations for VIPs
Report on how many store customers convert to online repeat buyers -- the store is an acquisition channel for lifetime digital customers
2.7 Tech Stack & Automation
Own the CRM tech stack: evaluate and choose tools appropriate for our scale
Build automated flows: welcome series, post-purchase, birthday, win-back, VIP tier upgrade -- set up once, optimize continuously
Integrate all purchase data (website + marketplaces + store) into one unified customer view -- even if the solution is manual to start
You are not expected to code, but you must be able to work in and configure CRM tools without constant IT support
3. REQUIREMENTS
3.1 Must-Have
3-5 years in CRM, retention marketing, or lifecycle marketing for a D2C, e-commerce, or online-first brand
Has owned and grown an email or messaging subscriber list -- knows what makes a list healthy vs. dead
Has designed and sent campaigns end-to-end: segment, write, design, send, measure, report
Understands the D2C customer lifecycle: awareness -> first purchase -> repeat -> loyal -> advocate
Comfortable with CRM platforms
Writes Vietnamese marketing copy that feels human, brand-consistent, and drives action
Can read data and build a basic customer health dashboard
Experience at a D2C fashion, beauty, or lifestyle brand -- knows the drop model, product launch rhythm, community building
Familiar with Haravan, similar e-commerce platforms and how to extract customer purchase data
Has built automated email/messaging flows (welcome series, win-back, birthday)
Understanding of Vietnamese online shopping behavior: Shopee vs. website, Zalo vs. email preferences, payment COD vs. online
Interest in or knowledge of global D2C brands understands what makes their community loyal
3.2 Mindset
Treats customers like people, not data points -- the best CRM feels like a conversation, not a broadcast
Obsessed with the second purchase -- not the first. Acquisition is someone else's job. Retention is yours
Quality over volume: a smaller, more engaged list beats a large unresponsive one every time
Brand-conscious: every message you send IS the brand. You understand that copy, tone, and design matter
Builder: excited to build the CRM function from scratch, not inherit a finished system
HOW TO APPLY
We will not hire based on CV alone. Show us you understand D2C CRM. Please submit via email hr@thebluetshirt.com
Your CV (max 2 pages)
One CRM campaign or flow you built: what was the goal, what did you build, what happened? Give us numbers.
Your answer to this question (1 page max): "TheBlueTshirt is about to launch a new product. You have a subscriber list of 3,000 customers. Walk us through exactly how you would use CRM to maximize revenue from this launch -- from the week before to 2 weeks after."
Optional: screenshots of an email campaign, Zalo OA broadcast, or customer dashboard you built (anonymized if needed)
Candidates who understand D2C brand CRM -- not just e-commerce blast emails -- will stand out.
Application:
Alternatively, please submit your CV and portfolio (if any) to: Hr@thebluetshirt.com
