Associate Director - CRM

Job Overview

Lead the development, management, and performance of Chinachem Group’s loyalty programme CCG Hearts, ensuring it aligns with business objectives, drives customer engagement, and supports revenue growth. Lead a high-performing CRM team in planning and executing end-to-end loyalty initiatives, working closely with business units, tenants, and external partners.

Responsibilities

Programme Ownership & Strategy

• Own and lead the Chinachem Group CRM and loyalty programme, ensuring alignment with the Group’s strategic objectives and marketing plan
• Develop and implement an annual programme strategy and roadmap to drive member acquisition, engagement, and spending
• Set and monitor KPIs for programme performance, ensuring continuous improvement and measurable business impact

Campaign Planning & Execution

• Design and manage a 12-month communication and promotional calendar in collaboration with business units, retail tenants, and third-party partners to drive traffic, sales, and member engagement
• Oversee the execution of campaigns across all CRM touchpoints (e.g. app, email, social, in-mall), ensuring consistency with brand guidelines and customer experience standards

Cross-Functional Collaboration

• Work closely with property management teams in shopping malls to integrate CRM initiatives into mall operations and tenant engagement activities
• Partner with business units to co-create campaigns and leverage the CRM platform to support their business objectives
• Collaborate with IT to ensure robust technical support for CRM platform operations, including system enhancements, integrations, and data security

Data & Insights

• Lead data analytics within the CRM team to track member behaviour, campaign performance, and programme ROI
• Conduct market research and competitive benchmarking to identify trends and opportunities for programme innovation
• Translate insights into actionable strategies for improving member engagement and business outcomes

Team Leadership & Operations

• Manage the CRM team’s day-to-day operations, including campaign setup, platform management, and reporting
• Coach and develop team members, fostering a culture of accountability, collaboration, and continuous learning
• Ensure operational excellence and compliance across all CRM-related processes

Requirements

Education & Experience

• Bachelor’s degree in Communications, Marketing, Business, Data Analytics or related discipline
• 15 + years of experience in CRM, loyalty programme or customer engagement; preferably within retail, hospitality or property sectors in Hong Kong
• Proven experience in loyalty programme or CRM projects with measurable business outcomes

Skills & Competencies

• Strong strategic mindset with experience in translating insights into campaign-driven tactics
• Proficiency in CRM platforms (e.g., Salesforce, Oracle, custom systems), email marketing tools, and analytics software such as Power BI, Microsoft Dynamics etc.
• Adept at stakeholder engagement — internal teams, vendors, tenants, BUs
• Excellent project management and organisational skills
• High-level data analysis capabilities, with ability to derive business insight from member data