Role Introduction
Reports To: Membership Marketing Manager
The Assistant Manager, Member Marketing is responsible for supporting the Membership Marketing Manager in driving brand awareness and consideration for the Cathay Membership Programme; locally in Hong Kong and supporting the Regions globally. Together, s/he will develop a strong membership brand that non-/existing members can instantly recognise as a premium travel and lifestyle loyalty program.
S/he will be responsible for leading the project management of key membership communication franchises. The Assistant Manager will also support the wider business in regulating a comprehensive communications and content strategy to ensure loyalty program news and offerings, alongside wider Company updates – such as the CEO newsletters, product launches, partnership news and offers etc. – are delivered in a strategic, relevant and personalised manner. Further, by focusing on enhancing the value proposition of the program with a specific emphasis on communicating with the Silver tier members and above, s/he will play a vital role in driving key KPIs including member engagement ratio and un-subscription rate.
This role will require the individual to work in an independent capacity and proactively lead key member communications initiatives as well as support the ongoing branding exercise to drive up awareness and desirability to use the Cathay Membership programme.
Key Responsibilities
- Support the management and execution of the member engagement strategy for our customer relationship programme.
- Project manage and lead the design, execution and performance of key email franchises
- Contribute to management of all loyalty program branding touchpoints – owned and paid – and constantly optimise with relevant content and offers
- Lead, engage and collaborate with communications and spaneting teams across the business to manage an optimal cadence and calendar for member communications
- Support High-value member team in dialling up the Diamond brand and proposition
- Contribute to development of loyalty program campaigns by setting campaign mechanics and optimising multi-channel communication and engagement journey to drive higher engagement and subscription rate
- Prepare post-campaign report and performance tracking to evaluate campaign effectiveness in partnership with Insights team to monitor and improve loyalty program brand awareness and consideration ratios
- Benchspan competitor loyalty programs – both travel and lifestyle – to ideate and find ways to contribute to constant improvement of all membership touchpoints and offers
Requirements
List requirements for the position:
- A university degree in business administration or other related discipline with 5 years relevant working experience in CRM and member engagement campaigns.
- Analytically focused yet creatively wired to create engaging spaneting campaigns.
- Experience in CRM & digital spaneting with an ability to manage agencies and vendors.
- An understanding of CRM loyalty spaneting – understanding the key drivers of loyalty and the behaviour implication across the membership life cycle
- Customer-centric mind-set and comfortable with analytics and spaneting software and platforms
- Strong project-management skills
- Experience with copywriting is a plus
- Highly organised and able to work autonomously
- Strong command in English, Chinese and Mandarin (both spoken and written)
- Strong networking and interpersonal skills
Personal & Application Information
Cathay Pacific is an Equal Opportunities Employer. Personal data provided by job applicants will be used strictly in accordance with our personal data policy and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. All related information will be kept in our file for up to 24 months. A copy of our Personal Information Collection Statement will be provided upon request by contacting our Data Protection Officer.
