Senior Manager, Customer Engagement

Objective of job

1. 01

   Own the customer engagement and digital business strategy across the prospect-to-owner lifecycle, translating customer insights into prioritized business actions and measurable commercial impact.

2. 02

   Lead strategy and operations for key digital customer touchpoints and businesses, including owner/prospect App experiences, e-commerce and emerging digital services, with clear growth, engagement and conversion roadmaps.

3. 03

   Build a closed-loop operating model from data and insights to segmentation, activation, experimentation and performance review, continuously improving customer value, loyalty and business outcomes.

4. 04

   Drive cross-functional execution across BMBS business units, data/IT teams, dealers and external partners, bringing strong ownership, pace and constructive challenge to complex initiatives. Task description Customer Engagement & Lifecycle Strategy • Lifecycle Strategy: Develop and evolve the customer engagement strategy across prospects and owners, with clear priorities, roadmaps and business KPIs. • Customer & Business Insight: Combine customer data, behavior, research and frontline feedback to identify growth opportunities, friction points and high-value use cases. • Segmentation & Value Management: Define actionable customer segments and differentiated engagement strategies to improve loyalty, retention, repurchase and lifetime value. • Benchmarking & Innovation: Continuously benchmark leading automotive, internet and consumer-tech practices and convert relevant learnings into Mercedes-Benz use cases. Digital Business & Platform Operations • Digital Touchpoint Ownership: Lead business strategy and operations for key customer-facing digital touchpoints, including owner/prospect App journeys, community and other digital engagement channels. • E-commerce & Commercial Growth: Shape and optimize e-commerce and digital-service propositions, customer journeys and operating mechanisms to improve traffic quality, conversion, attach rate and revenue contribution. • Product-to-Operation Integration: Work closely with product, IT and data teams to translate business needs into platform capabilities, then ensure adoption and value realization through operations. • Operating Rhythm: Establish annual/quarterly roadmaps, business reviews and performance dashboards to manage priorities, resources and delivery. Insights-to-Actions Growth Engine • Data-to-Action Closed Loop: Translate data and insights into concrete activation plans, campaign logic, next-best-action use cases and measurable business outcomes. • Experimentation & Optimization: Design test-and-learn mechanisms, including A/B tests and pilot programs, to validate hypotheses and scale proven engagement tactics. • Performance Management: Define leading and lagging indicators across engagement, conversion, retention, repurchase leads, NPS and commercial value; identify root causes and corrective actions. • CRM & Automation Enablement: Partner with data and technology teams to improve customer profiling, trigger-based engagement, personalization and campaign automation capabilities. Cross-functional Business Leadership & Execution • Business Partnership: Partner with Sales, Marketing, Customer Services, Network/Dealer, Finance and other teams to align customer priorities with commercial objectives. • Dealer Enablement: Design scalable mechanisms and playbooks that help dealers activate customer opportunities and improve end-to-end customer experience. • Program Leadership: Drive complex cross-functional programs from business case and prioritization through implementation, launch and post-launch review. • Stakeholder Influence: Create alignment across BMBS, Mercedes-Benz entities, agencies and vendors; proactively surface trade-offs, unblock issues and push decisions to closure. Team Leadership & Capability Building • People Leadership: Own end-to-end people management, including hiring, coaching, performance management and development. • Capability Building: Build a high-performing team with strong business, data and execution capabilities, while fostering ownership, collaboration and an entrepreneurial mindset. • Ways of Working: Set clear priorities, decision rights and operating cadence to ensure speed, accountability and execution excellence. Education • Bachelor’s degree or above, preferably in Business, Economics, Marketing, Data/Analytics, IT, Engineering or a related discipline. MBA/Master’s degree is a plus. Experience • Minimum 8-10 years of relevant experience in customer operations, growth, CRM, digital business, e-commerce, product operations or commercial strategy. Experience across both automotive and internet/consumer-tech environments is strongly

. • Proven experience leading complex cross-functional programs and teams, with a track record of moving from strategy to hands-on execution and measurable business results. Specific knowledge • Strong business and commercial sense, with the ability to connect customer engagement to conversion, revenue, retention, repurchase and customer lifetime value. • Strong data sense: able to frame business questions, define KPIs, interpret customer and funnel data, identify root causes, and translate insights into prioritized actions. Hands-on analytics experience is a plus; coding is not required. • Solid experience in digital platforms and operations, ideally including App, CRM/lifecycle marketing, community, e-commerce, digital services or membership/loyalty ecosystems. • Entrepreneurial, highly accountable and action-oriented; comfortable challenging assumptions, navigating ambiguity, influencing senior stakeholders and driving decisions across organizational boundaries. • Excellent communication and presentation skills in both English and Chinese. Fluent written and spoken English is required; able to work effectively in an international organization. • Demonstrated ownership mindset and delivery discipline: able to set direction, prioritize ruthlessly, mobilize stakeholders and close execution gaps without waiting for perfect conditions. • Automotive sales, dealer-network, retail, e-commerce or monetization experience is a strong plus, especially where it adds practical commercial judgement to customer operations.