ECommerce & CRM Manager

Role Overview

The Manager, Ecommerce & CRM for Baccarat North America leads the brand's digital commerce, client engagement, and omnichannel growth strategy for the U.S. market. This role harmonizes the global digital roadmap with North American commercial priorities to deliver a high-performing, elevated, and seamless customer experience across all online and omnichannel touchpoints.

As the regional manager of Ecommerce, CRM, and digital acquisition, the Manager, Ecommerce & CRM drives traffic, conversion, loyalty, and revenue growth while partnering closely with Paris HQ, North America Marketing, Retail, IT, Operations, and external agencies to ensure coordinated execution, data accuracy, and strong performance.

This role requires a hybrid profile - analytical, strategic, and detail-oriented, yet operationally hands-on - capable of shaping long-term growth levers while actively managing daily site operations, CRM activations, and performance optimization.

Key Responsibilities

1. Ecommerce Strategy & Site Operations

• Localize and execute the global ecommerce roadmap for the U.S. market, ensuring alignment with brand direction and commercial priorities.
• Oversee UX, UI, onsite content, navigation, and digital merchandising to optimize the NA customer journey.
• Act as U.S. webmaster, adapting global activation plans, building localized landing pages, and ensuring timely updates for all campaigns and product launches.
• Lead weekly site checks before and after releases to ensure accuracy, functionality, pricing, accessibility, and compliance.
• Participate in global workshops and UAT to define NA-specific requirements for new digital features, tools, and enhancements.
• Partner with Operations and internal teams to ensure product availability, correct merchandising, and data accuracy across the ecosystem.

2. Digital Acquisition, Media & SEO

• Conceive and execute the U.S. digital acquisition strategy (SEO, SEM/SEA, Paid Social, Display, Affiliates, Retargeting), in collaboration with internal teams and external stakeholders.
• Align NA media execution with global brand and media guidelines.
• In partnership with Marketing, provide media targets, KPIs, and budget recommendations for all paid and organic channels.
• Coordinate annual and monthly media calendars to ensure consistency across campaigns, launches, and commercial moments.

3. CRM, Lifecycle Marketing & Customer Data

• Partner with the Ecommerce team at Paris HQ to create and implement CRM strategy, encompassing database growth, segmentation, personalization, and lifecycle management.
• Lead the U.S. deployment and activation of all global CRM programs, including acquisition, engagement, retention, and reactivation.
• Manage the U.S. CRM communication calendar and oversee end-to-end campaign execution, QA, and optimization.
• Partner with global CRM teams to activate lifecycle journeys, personalization, and segmentation across email and onsite experiences.
• Develop behavioral and trigger-based automation to drive engagement, retention, repeat purchase, and customer lifetime value.
• Utilize Salesforce Data Cloud and CRM insights to enhance media targeting, segmentation, and lookalike modeling.
• Strengthen omnichannel CRM by partnering with Retail to elevate clienteling workflows and connect online and boutique journeys.
• Train and support retail teams on Salesforce Client Connect, ensuring best-in-class usage, adoption, and data capture.
• Monitor, analyze, and report on CRM KPIs including engagement, retention, repeat purchase, churn, and database growth and translate CRM insights into actionable recommendations for ecommerce, retail, and media strategies.

4. Digital Merchandising & Campaign Execution

• Manage assortments, seasonal refreshes, and activation calendars for NA, in partnership with Marketing and HQ.
• Oversee site content creation and localization (copy, visuals, translations), ensuring consistency with NA market positioning.
• Ensure accurate execution of product launches, promotions, and merch flows across all ecommerce touchpoints.

5. Analytics, Reporting & Continuous Optimization

• Consolidate and analyze ecommerce and CRM performance across traffic, conversion, AOV, acquisition channels, retention, and ROI.
• Provide actionable insights and commercial learnings to inform both NA and global strategy.
• Use analytics to identify gaps, propose corrective actions, and drive ongoing improvement in UX, conversion, and customer satisfaction.
• Partner with BI, IT, and global teams to ensure accuracy and consistency of data reporting.

Qualifications

• Bachelor's or Master's degree in Marketing, Business, Digital Commerce, or a related field.
• 5-8+ years of experience in Ecommerce, Digital Marketing, and CRM, ideally within premium, heritage, or design-focused brands.
• Experience managing digital acquisition budgets, omnichannel programs, and ecommerce performance.
• Proficient in Salesforce Commerce Cloud, Salesforce Marketing Cloud, Google Analytics, and digital advertising platforms.

Skills & Competencies

• Strong analytical and…