Senior Manager, Customer Engagement

Objective of job

1. 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. 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. 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. 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 preferred.

• 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.