Overview
Senior Manager, CRM (Marketing) Jobs in Tokyo, Japan at Gap Inc.
Title: Senior Manager, CRM (Marketing)
Company: Gap Inc.
Location: Tokyo, Japan
About the Role
This role is about more than campaigns—it’s about building lasting relationships. As a Senior Manager, CRM (Retention & Loyalty), you will create meaningful, personalized experiences that feel human and relevant. Your mission is to retain and grow loyalty, prevent churn, and re‑engage dormant customers by combining data‑driven insight with empathy. You will champion customer‑centric thinking across the funnel and across teams, ensuring every interaction strengthens trust and creates value.
What You’ll Lead & Deliver
- Lifecycle journeys that feel human: Design data‑driven communications across Email, LINE, and App/Push—balancing relevance and restraint through smart segmentation, triggers, frequency, and suppression rules.
- Cohort progression & LTV growth: Think in cohorts—one‑time → occasional → frequent → loyal—and build journeys that earn the next purchase by reducing friction and increasing perceived value.
- Churn prevention & reactivation: Spot early signs of disengagement and respond with respectful, value‑led interventions; craft re‑entry experiences that welcome customers back with purpose, not noise.
- Loyalty program (2026 readiness): Co‑architect the joint Gap & BR loyalty program—inform tier/benefit design, points accrual/redemption, non‑purchase engagement, and clienteling enablement—working with Integrated Marketing, Stores, eCom, and IT to ensure a smooth, measurable launch.
- Test–learn–improve, rigorously: Run hypothesis‑driven AB/holdout tests; maintain a simple causal model (CRM KPIs ⇄ business outcomes); share clear weekly insights and next actions.
- Operational clarity: Protect quality and speed through change control (impact analysis + written sign‑off for post‑Fix changes) and RACI to keep roles, decision rights, and timelines unambiguous.
- Cross‑functional alignment: Use a concise 1‑page brief (customer problem, value, KPIs, timeline, stakeholders, data needs) to align Integrated Marketing, Creative, eCom, IT (JP/US), Stores, and Global partners—early and often.
How You Lead the Team
- Build a high‑performing CRM team grounded in clarity, accountability, and collaboration.
- Foster psychological safety and a feedback culture where ideas and concerns surface early.
- Coach talent in lifecycle strategy, data literacy, experiment design, and operational excellence.
- Model calm, transparent leadership—communicate the “why,” remove blockers, and help teams commit to plans they can deliver.
What You Bring
- Strong overall Marketing experience with Fashion, Retail or other Consumer Goods Brands
- Solid experience in CRM/Lifecycle Marketing with ownership of retention, loyalty, churn prevention, and reactivation across Email/LINE/App.
- Hands‑on with Braze (or similar), content automation (e.g., Movable Ink), and dashboarding (e.g., Tableau) for weekly monitoring.
- Proficiency in AB/holdout testing, cohort analysis, and translating insights into pragmatic next steps.
- Demonstrated governance: change control with written sign‑off, and RACI for role clarity.
- Proven people leadership that raises psychological safety and sustains high standards.
- Japanese fluency for copy/customer communications; English proficiency (business level or above) for global collaboration.
- Flexible and agile mindset and approach
- Minimum educational level:
- BA or BS or higher
- Minimum experience:
- Minimum 5 years Marketing experience
- Preferably in Fashion, Retail or other Consumer Goods Brands
Why You’ll Love Working Here
You’ll join a team that values both head and heart—where data guides us, and empathy keeps us honest. We care about customer lifetime value because we care about the customer’s lifetime with us. We celebrate learning, document progress, and make space for ideas that lift the experience—and the business—together.
Gap Inc. is an equal-opportunity employer and is committed to providing a workplace free from harassment and discrimination.
We are committed to recruiting, hiring, training and promoting qualified people of all backgrounds, and make all employment decisions without regard to any protected status.
