Hong Kong, Hong Kong SAR
Experience in loyalty programs and e-commerce platforms at ESDlife Services Limited and Hang Lung Properties. Core expertise: • End-to-end product management from discovery to implementation • Cross-functional team leadership across engineering, design, and marketing • Data-driven decision making using VOC research and analytics • UX optimization I combine strategic thinking with practical execution to create user-centric digital experiences that drive business growth. Open to connecting with product and digital transformation professionals to exchange insights.
Leading end-to-end product development for cross-BU loyalty and e-commerce platforms, driving digital transformation through user-centered design and data-driven decision making. - Led development of cross-BU loyalty program, driving increase in cross-selling and improvement in customer satisfaction - Managed cross-functional team of engineering, design, marketing and business development, aligning 3 business units' requirements with C-suite expectations - Established VOC program combining qualitative and quantitative data for product decisions - Conducted user research, developed wireframes, and validated solutions through usability testing - Created and prioritized product roadmap, delivering monthly enhancements - Presented product initiatives and progress updates directly to CEO and executive leadership team - Implemented cross-functional workflows to improve team collaboration across business units
Led data analytics initiatives and martech implementation to drive product improvements - Conducted research on innovative business ideas and assessed their integration into our organization - Led implementation of Customer Data Platform (CDP) and Marketing Automation tools and delivering use cases in 6 months - Led vendor selection and management for martech stack enhancement - Analyzed user behavior patterns to identify product improvement opportunities
CRM - Plan and implement marketing activities integrating with CRM program to achieve marketing goals - Formulate CRM strategies in member acquisition, engagement and retention to drive sustainable growth - Oversee and execute always-on and campaign communications across all online channels, e.g. SMS, mobile app and website with Salesforce Marketing Cloud - Drive performance A/B testing and own analysis to improve the channels’ efficiency and effectiveness - Conduct data analytic and report generation for identifying target segmentation for CRM initiatives and KIPs review to facilitate strategic planning - Manage membership database and campaigns system setting via Salesforce System - Work closely with internal stakeholders in app development and enhancement projects - Handled day-to-day operations of CRM, such as customer enquiry and data verification
Events & Promotions - Drove a vaccination supporting sales promotion, which acquired 32,000+ CRM members with spending and achieved 75% of KPI within 3 weeks - Generated ad hoc reporting for weekly campaign performance review and promotions strategy development - Provided recommendations and suggestions supporting with thorough succinct data - Managed and negotiated with 25+ tenant accounts on partnership and successfully secured around 15 bartered deals - Organized > 5 CRM campaigns, e.g. customer loyalty program launch, cross-mall sports campaign and member-exclusive free parking privileges, acquired 200K members in 2021 - Trained concierge staff on enquiry and complaint handling and resolved on average of 30 complaints per week via various channels, such as emails and phone-call - Established customer service SOP and consistently met the target to handle every case within 3 days
Leasing, Riverside 66, Tianjin (Sep 2020 - Jan 2021) - Served as a leasing representative to maintain good relationships with 15+ international/ local brand accounts - Handled daily operation such as assisting in tenancy administration and preparing tenant agreements or leasing documents - Conducted market research on retail trends, market updates and developing projects Committee Member, Hang Lung Social Club - Organized and promoted 2 wellness programs, including workshops, online classes, webinars and prize quiz for 250+ employees - Collaborated with Administration Department to co-organize a whole-day Christmas event for 400+ colleagues and their children - Managed a football team of 20+ for regular practice and participating matches and won the 1st runner up in Homeless World Cup (HK) fund-raising tournament 2019
- Researched and analyzed the latest building management trends and facilities, utilized face recognition to enhance security and analyzing the feasibility of setting up a co-work space - Coordinated a charity art project ‘Talk to the Next’ and reached fundraising targets by generating RMB¥40,000 - Strengthened bonding with tenants by organizing 8 tenants visits and attending regular tenant meetings
- Organized and launched 8 in-house events including 3 company visits, a mingling session for 40 attendees and the 10th Anniversary Party of AAHK for +300 employees - Evaluated and generated suggestions for internal activities by analyzing pieces of feedback for +4 events including site visits, MT orientation camp and sustainability workshop - Improved the popularization of company visit participation by creating a comprehensive unrepetitive ballot system
- Compiled and filed +500 electronic employee personnel files within a month - Designed an orientation booklet for all new-joining cabin crews - Planned and organized Cabin Crew Recruitment Day by researching and quoting price on 15 venues - Interviewed 20 candidates and arranged on-boarding logistics including offer making, contract signing and orientation workshops