# CRM Specialist, AI-first (HCM) **Company:** The Customization Group **Location:** Ho Chi Minh **Employment type:** Full-time **CRM Specialist,** **_AI-first_** Bring AI into our lifecycle marketing as an AI-first CRM manager. From day one you'll produce newsletters hands-on while turning “we should use AI for this” into flows that actually run — smarter segmentation, generated content at scale, personalization that would take a human team weeks. This AI capability is new to the team; you get to shape how we build it. ## **About the _role_** **Have you already used AI to do real marketing work — and want to be the person who brings that capability to a whole team? We're honest: AI is the skill our CRM team is light on today. That's exactly why this role exists.** TCG’s CRM team runs lifecycle messaging across 20+ shops, and AI is the capability we’re deliberately adding. Think of this as an AI-first CRM manager seat: you’ll do hands-on newsletter production from day one while pairing marketing know-how with practical AI — content generation, predictive segmentation, personalization, workflow automation — and set the standard for how the team uses it responsibly, with a human always on the last mile. The Customization Group is a global leader in mass customization and print-on-demand e-commerce. We manufacture up to 2.5 million unique, personalized products daily across production sites in Germany, Poland, the USA, and Latvia. Millions of customers find us through our 20+ online shops and 1,000+ partner stores. AI applied to that scale of customer data is the opportunity this role owns. In a nutshell -run hands-on newsletter production and make our CRM smarter with AI — content, segmentation, personalization — setting the standard as you go. **At a glance** **Location** **Ho Chi Minh City, Vietnam** Fulltime · Onsite **Team** **CRM / Lifecycle** reporting into CRM leadership **Scope** **AI-first CRM manager** newsletters · content · segments **Hours** **Overlap with CET** Riga & Cologne core hours (probably from 10 AM to 7 PM Vietnam time) **Travel** **Occasional** trips to our Riga office **Experience** **Typically 2–4 years** CRM with hands-on AI use **Start date** **Flexible** around your notice period ## **The role in _detail_** What you'll do, and what we need from you. Side by side, no surprises. ### **What you will do** Day-to-day, week-to-week. Real work, not job-description boilerplate. - **→  **** Produce newsletters, hands-on.** From day one you build and ship regular newsletters end-to-end — this is a working production seat, not only an AI layer on top. - **→  **** Generate content at scale.** Use AI to draft and adapt campaign copy across shops, languages and segments — with a human reviewing the last mile. - **→  **** Sharpen segmentation.** Apply AI and predictive approaches to find the right customers — churn risk, next-best-offer, lifetime value. - **→  **** Personalize the message.** Build dynamic, AI-assisted personalization into lifecycle flows. - **→  **** Automate the busywork.** Turn repetitive CRM tasks into AI-assisted workflows the team can reuse. - **→  **** Set the standard.** Document prompts, guardrails and what works, so AI use spreads across the team safely. ### **Requirements** What we genuinely need. Short list on purpose. **Must have** - **→  ** Typically **2–4 years** in CRM, lifecycle or email marketing. - **→  **** Hands-on, demonstrable experience with agentic AI in a marketing context** — content generation, segmentation or automation workflows you've actually built and shipped, not just general familiarity with AI tools. - **→  ** Comfortable with a **CRM/ESP platform** (Emarsys, Iterable, Braze, CleverTap or similar). - **→  ** Able to **judge AI output critically** — you know when it’s good enough and when it isn’t. - **→  **** Reliable daily overlap with European (CET) hours** — our CRM team sits in Riga and Cologne. - **→  **** Working-level English** for a globally distributed team. **Nice to have** - **→  ** Deeper prompt-engineering craft, or a track record standardizing AI-assisted workflows for a team. - **→  ** Basic data skills (SQL, spreadsheets) for segmentation. ## **Why this _role_** “AI in CRM at TCG” is a capability being built, not a buzzword being decorated. Here's what's actually true right now. **Greenfield** #### **You build the capability** AI in CRM is new here — you’re not maintaining someone’s legacy setup, you’re setting it up. **First mover | Your playbook** **Scale** #### **Real material to work with** 20+ shops and rich product and order data give AI something genuine to bite into. **20+ shops | Rich data** **Influence** #### **Teach as you build** You set the team’s standard for using AI responsibly — and lift everyone around you. **Mentoring | Standards** **Tooling** #### **The AI + CRM stack** Emarsys as the CRM core, agentic AI already in daily use across the company, and room to standardize what the CRM team adopts next — that part is yours to shape. **Emarsys | Agentic AI | Your call** ## **Who we're _looking for_** Two short lists. The "probably not a fit" column is on purpose — it makes the first column more credible, and saves both of us time. ### **Sounds like you?** - **→  ** You’ve already used AI to do real marketing work, not just experimented. - **→  ** You like being the person who introduces a new capability to a team. - **→  ** You’re pragmatic — output that ships beats a clever demo. - **→  ** You keep a human in the loop and can explain why. ### **Probably not a fit if…** - **→  ** You want a mature AI setup to plug into — here you’re building it. - **→  ** You treat AI output as final without review — we keep humans on the last mile. - **→  ** You’d rather run classic campaigns than push into new methods. - **→  ** Time-zone overlap with European colleagues doesn’t work for you. ## **What we _offer_** The essentials, done properly — plus the parts that matter locally. - **→  **** Build something new** — AI capability from the ground up - **→  **** Modern AI + CRM stack** — internal AI tools + Emarsys - **→  **** International exposure** — globally distributed teams - **→  **** Local benefits** — Health coverage, paid leave & local perks ## **How we _hire_** Four steps. About three weeks. No surprises. We tell you who you'll meet, what they'll ask, and roughly how long each step takes. **1** **Day 1–3 · Async** #### **You apply** Short application + CV. Reviewed by Talent + the CRM Lead. **Reviewed by** Talent + the CRM Lead **2** **Day 4–7 · 30 min** #### **Recruiter call** Mutual scoping with the Talent team. **You meet** Talent team **3** **Day 8–14 · 60–90 min** #### **Hiring manager + practical** Conversation with the CRM Lead plus a short task: show how you’d use AI to improve one real lifecycle flow. **You meet** the CRM Lead **4** **Day 15–21 · Async** #### **Offer or no** Final conversation, then a decision. Written feedback either way. **You meet** Final call **Our promise:** You'll always know where you stand. We give written feedback at every stage — yes, even when it's a no — we never ghost, and the whole process runs in about three weeks. ## **Ready to _apply?_** No cover letter required. Instead, a few short prompts help us understand how you think — answer them in the application, or bring your answers to the recruiter call. **1**** Describe a marketing task you improved with AI.** What changed, what stayed human, and how did you check the output was actually good? **2**** How do you decide when AI output is good enough to ship?** Walk us through your quality bar — and a time something didn't clear it. **3**** Where do you see AI genuinely helping in CRM — and where not?** We value a realistic map more than enthusiasm. ~10 minutes · we reply within 2 working days [Apply for this position](https://careers.thecustomizationgroup.com/jobs/8053033-crm-specialist-ai-first-hcm/applications/new)