Membership Activation Manager
Hybrid · Shanghai, Shanghai, China
Job Summary
Membership Activation Manager in LEGO CN Online Branded Retail will own CRM operations and KPI delivery, lead the Online Branded Channel Membership mechanics and benefits, coordinate cross-function teams (operations, marketing, finance) to plan and execute the LEGO Membership Loyalty Program, and partner with Product and Customer Service to develop digital products and resolve inquiries. The role requires managing loyalty initiatives, producing insights and reports to improve CRM value and customer lifetime value, and guiding agencies to ensure excellent execution across CRM channels. The position sits within LEGO’s D2C e-commerce strategy for China, with a hybrid work arrangement (average 3 days per week in the office) at Shanghai offices, and involves collaboration with teams across marketing, product, tech, and finance to drive measurable business outcomes.
Required Qualifications
- 5-8 years of hands-on CRM, loyalty program, or membership operations experience, preferably in e-commerce, retail, or consumer goods
- Proven track record of designing and executing data-driven marketing campaigns that improve member retention, engagement, and LTV
- Strong analytical skills with proficiency in CRM analytics, Excel, etc.
- Experience with CRM platforms, CDPs, or marketing automation tools; familiarity with Chinese digital ecosystems (Tmall, Douyin) is essential
- Excellent communication and presentation skills, with ability to translate complex data into clear business recommendations
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