Digital Product Operation Manager

Job Summary

The China Digital Platform Development Team is responsible for supporting the Club in developing China's digital strategy roadmap, building China customer base via the ecosystem formation and delivering the end-to-end digital experience for customers. The Digital Product Operation Manager drives user growth, engagement, and commercial value through strategic operation of the Club's mini program and digital platforms, focusing on user lifecycle management and integrated O2O experiences. The job holder will report to Deputy Executive Manager, China Digital Platform Development to support the China Digital Platform Development projects. 

Major Tasks

User Acquisition & Activation
- Develop and optimize the sign-up/login journey to reduce friction and improve conversion
- Implement referral programs and partnership campaigns to drive new user registration
- Create welcome series and onboarding flows to activate new users quickly
- Utilize QR code strategies for offline-to-online user acquisition at physical venues

User Engagement & Retention
- Design daily check-in systems and reward mechanisms to build habitual usage
- Develop membership tier programs with progressive benefits and recognition
- Implement push notification strategy with personalized content recommendations
- Create interactive features (gamification, social sharing) to increase session duration and frequency

Content Operation Strategy
- Establish content calendar aligned with seasonal events, racing calendar, and member interests
- Develop multimedia content series (behind-the-scenes, expert tips, member stories)
- Implement user-generated content campaigns to foster community and authenticity
- Create segmented content strategies for different user groups and preferences

Commercial & Event Operation
- Implement platform membership-based streams (subscription models, premium content)
- Optimize conversion funnels and payment processes for seamless transactional experiences with product development team and business team
- Drive e-commerce performance through commercial offerings with business team together.
- Develop cross-selling strategies between racing tickets, F&B, merchandise, and experiences with business team together

Experience

• A bachelor's degree or higher in Business Administration, Marketing, Communications, Economics, or related fields is required, with an MBA preferred and digital marketing or data analytics certifications holders are a plus.

• 8-10 years of professional experience in digital product operation, with at least 5 years focused on Tencent and social media ecosystem platform like Redbook, ticktok Weibo management within the Chinese market.

• Proven track record in managing the full user lifecycle for a consumer-facing digital product, with specific, measurable achievements in driving user acquisition, activation, and retention.

• Deep, hands-on expertise in designing and executing content strategies, commercial (GMV and user-driven) campaigns, and large-scale event-based operations that successfully blend online and offline (O2O) experiences.

• Strong analytical capabilities with demonstrated experience using data analytics platforms (e.g., Google Analytics, Mixpanel, WeChat Analytics) to inform strategy, measure campaign ROI, and drive continuous optimization.

• Demonstrated ability to collaborate effectively with cross-functional teams, including Product, Marketing, and Business Departments, to align operational strategy with business objectives.

• Tencent Ecosystem and other social media platform: Deep understanding of target users of each platform and related backend segmentation logic

• Operation Tools: Hands-on experience with push notification systems, CMS, user segmentation tools, and marketing automation platforms.

• CRM & Membership Systems: Working knowledge of CRM platforms and membership system

• Data Analytics & BI Tools: High proficiency in analytics platforms (Google Analytics, Amplitude) and BI tools (Tableau, Power BI) for user behavior analysis and performance monitoring.