Senior Manager, Member Lifecycle Management

The Membership and Customer Excellence (MCE) Division delivers world-class experiences and deepens engagement across all customer segments. It oversees clubhouses, racecourses and Off-Course Betting Branches, leads customer experience strategy across digital and physical touchpoints, and manages data strategy and governance to build a unified view of customers. The role develops member segmentation, segment strategy and CRM activations to drive desired member behaviour and outcomes, including racecourse attendance and clubhouse participation.

• Develop a 360-degree view of member segmentation across touchpoints based on the Ownership Propensity Model, Club-wide wagering and ecosystem spending, and behavioural insights from primary research.
• Derive member segment strategy focusing on high-value member groups with high ownership propensity and/or high wagering.
• Develop a data-driven segment activation strategy to drive desired member behaviour and outcomes.
• Develop and implement insights-informed CRM activations to achieve member segment KPIs, support departmental business cases and projects, and drive racecourse attendance and clubhouse participation.
• Determine the right engagement and communications by segment based on demographics and psychographics, including occasion-based factors.
• Direct and guide segment-focused CRM strategies, racing-interest grooming strategies and product offerings to cultivate wagering interests, build long-term customer relationships and loyalty, and enhance customer satisfaction for long-term business growth.
• Build a robust relationship management model and prioritise resources on high-value members.
• Track and measure in an agile approach to maximise impact on investment.
• Undertake additional assignments as directed by the Executive Manager, Member Segment Management.

• Minimum 8–10 years of relevant experience in business management and CRM strategy.
• Bachelor's degree in business administration or a related field.
• Proven record of success in customer management, including customer segmentation, best-in-class customer experience and loyalty programmes.
• Solid experience in providing services to different segments with sound knowledge of best practices.
• Analytical and CRM techniques.
• Excellent presentation and people engagement skills.
• Excellent competency in both written and spoken English and Chinese.

• Benefits package
• Dynamic working environment
• Development opportunities