Deputy Executive Manager, Loyalty Programme

The Department

The Customer Strategy, Insights and Innovation (CSII) Division is dedicated to spearheading the further development of segment strategy, designing products and propositions that drive target prospect acquisition and strengthen base management, including new entertainment offerings. These efforts aim to elevate the Club’s status as a world-class sports and entertainment brand.

The Customer Growth and Experience will drive the overall segment strategy and customer experience & loyalty, segment business and revenue, and customer loyalty of the Club. To create a bigger impact, in addition to driving the wagering turnover and customer growth, the mission for the department includes nurturing members into owners, grooming new segment to become members, grooming public segments to grow wagering base and moving customers up the tiers. A dedicate team on Customer Loyalty is setting up to drive customer activeness and spearhead a sophisticated Earn & Burn mechanism for our Loyalty Programme.

The incumbent manages loyalty optimization and empower data-driven strategic decision making for the Club-wide loyalty programme strategy including calculation of tiering point earning and redemption portfolio. The ultimate goal aims to increase the programme’s attractiveness, customer engagement, and impact to business.   

The Job

You will:

• Design and manage Club-wide Loyalty Programme tiered privileges, Earn and Burn promotion and rewards, and events.
• Empower data-driven strategic decision making to optimize the Club loyalty program's CVM tiering, points calculation, earning, and redemption mechanisms, ensuring maximum customer satisfaction and engagement with impact to business result.
• Analyse the impact of loyalty programme by conducting thorough analysis of customer data, market trends, and competitor insights, to identify opportunities for programme enhancements and continuous improvement:- 
• Analyse customer-level data to understand customer behaviour and trends to provide strategic recommendations to optimize and refine loyalty activities.
• Maintain equilibrium of customer tiering distribution that align with the Club CVM objectives
• Recommend strategic pricing and threshold for point earning and rewards to meet the Club business goals
• Monitor and evaluate the performance of the loyalty programme, regularly analyzing key metrics and KPIs to measure its effectiveness and identify areas for enhancement.
• Stay abreast of industry trends, emerging technologies, and best practices related to loyalty programs, incorporating relevant insights into the organization's strategies.
• Provide regular reports and updates to management, presenting key findings, recommendations, and the impact of loyalty optimization strategies on organizational goals.
• Collaborate with cross-divisional teams to integrate loyalty optimization initiatives seamlessly across various platforms and touchpoints.
• Manage the multi-channels communication including newsletter, websites, POP, mobile based and print mailings to ensure effective use of the digital media and improved user experience.
• Design and manage the communication strategy that focuses on creating a genuine “Loyalty Customer” experience; Maintains effective communication to increase the understanding of the programme, participation from current and potential participants.
• Improve the exclusivity of “Priority Card” / Club-wide Loyalty Programme privileges to meet customers’ growing service demand; identifies and develops potential partners to expand offer range and rewards and enrich the programme offers (e.g., gift offers).
• Monitor the programme expenditure and ensures that it is within approved budgets.
• Proactively bring in new ideas regularly and improve “Club-wide Loyalty Programme” experience continuously.
• Undertake continuous improvement activities such as process improvement, automation, and training.
• Ensure compliance with Responsible Gambling Policy and all stipulated legal requirements pertaining to wagering, thereby protecting the integrity of the Club’s business.

About You

You should have:

• A Bachelor degree in any disciplines.
• Good communication skills and interpersonal skills, good management skills, good organization skills, collaboration mind-set. 
• Experienced in loyalty programme, in particular calculation for customer tiering, point earning and redemption portfolio strategy.
• Customer centric, analytical, detail-minded.

Terms of Employment

The level of appointment will be commensurate with qualification and experience.

How to Apply

Please submit your resume with expected salary by clicking the Apply Now button.

We are an equal opportunity employer. Personal data provided by job applicants will be used strictly in accordance with the Club's notice to employees and prospective employees relating to the Personal Data (Privacy) Ordinance. A copy of which will be provided immediately upon request.