Role Introduction

This role will be responsible for member Acquisition & Engagement, to further increase Cathay’ s Lifestyle member base in China, especially in Greater Bay Area

Key Responsibilities

Member Recruitment and Engagement

• Manage and execute the member acquisition strategy for our customer relationship programme.
• Design, implement and drive digital and offline campaigns with customer insights, to recruit new members through air and non-air channels. Set campaign mechanics, forecast and KPIs.
• Work with CRR GBA, PRC and CX teams on acquisition campaigns.
• Contribute in generating creative ideas to develop on-boarding campaigns with the purpose to activate and engage new members. Design, execute and optimize the multi-channels on-boarding member journeys to engage new members by using our marketing technology stack.
• Contribute in generating creative ideas and its implementation to develop engagement campaigns especially with high tier Cathay members.

Stakeholder and Supplier Management

• Collaborate and influence internal business units and external partners such as advertising agency, media agency and vendors for the execution of acquisition activities. Manage and provide direction to external marketing agency on artwork and copywriting when required.
• Manage campaign execution utilizing Marketing Technology and conduct quality control on data.
• Prepare post campaign report and performance tracking to evaluate campaign effectiveness.
• Manage database marketing task such as target list segmentation, bonus crediting and other marketing data operations.

People Development and Performance Management

• Lead, support and encourage own team to achieve success
• Build a strong and motivated team, ensuring the right organisational structure and the right people are in place to foster positive team spirit and facilitate teamwork
• Supervise and mentor direct reports, encouraging effective collaboration
• Demonstrate leadership and lead by example in accordance with Cathay’s core values
• Develop employees with high potential and identify learning opportunities to ensure appropriate training and development
• Maintain active and ongoing dialogue in relation to employee goals and individual performance
• Actively engage with employees to enhance communication and their understanding of department goals
• Support the People Managers to design and conduct internal development programmes including succession planning as appropriate ensuring alignment with Head Office direction
• Enhance the employee experience in line with the role level and the internal brand promise

Requirements

Academic Qualifications

• A university degree in business administration or other related discipline

Knowledge, Skills, Training and Experience

• A minimum of 5 years relevant working experience in acquisition and engagement campaigns.
• Analytically focused yet creatively wired to create engaging marketing campaigns.
• Experience in member acquisition & digital marketing. Able to manage agencies and vendors.
• In depth understanding of CRM loyalty marketing. Understand the key drivers of loyalty and the behaviour implication across the membership life cycle
• Customer-centric mind-set and comfortable with analytics.
• Strong skills in organization, detail oriented, and adapt to a dynamic working environment.
• Highly organised, able to work independently and can make decisions independently.
• Good interpersonal and communications skills.