Manager, CRM & Lifecycle Campaign

Leadingnation; Hong Kong; On-site; HKD 480,000 - 720,000; Full time

Job summary

Plaza Premium Group in Hong Kong seeks a CRM & Lifecycle Campaign Manager to own end-to-end customer journeys across web, app, email and push channels, driving engagement and loyalty.

Collaborating with product, marketing and loyalty teams, you’ll use CDP-enabled insights to activate journeys from onboarding to reactivation, optimise messaging, and boost customer lifetime value across lounges, hotels, and dining experiences.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, Psychology, or related field.
• Minimum 5 years’ experience in CRM, loyalty, or lifecycle marketing in travel/hospitality/e‑commerce.
• Proven experience with campaign automation, audience segmentation, and performance optimization.
• Hands-on experience with CRM and email marketing platforms and CDP‑driven activation.
• Familiarity with analytics and reporting tools such as GA4, Adobe Analytics, Looker Studio, Power BI, or Tableau.

Responsibilities

• Own the end-to-end planning and execution of automated lifecycle campaigns across channels.
• Coordinate with product, marketing, and loyalty teams to align campaigns with journeys and seasonal demands.
• Test and optimise messaging, timing, and targeting for engagement and ROI.
• Manage campaigns via website, email, SMS/WhatsApp, app and other touchpoints.
• Develop customer segments and personalise offers across the lifecycle.
• Analyse performance and provide insights to improve retention, CLTV, and revenue.

Skills

Lifecycle marketing

Multi-channel campaigns

CDP activation

Data-driven optimization

Collaborative communication

Project management

Copywriting instincts

Education

Bachelor's degree in Marketing/Business/Communications

Tools

Adobe Experience Platform/Journey Optimiser

Salesforce

HubSpot

Braze

GA4 / Looker Studio / Power BI / Tableau

Job description

Come Join our Community Today!

Together, We Make Travel Better!

What you’ll be doing:

The CRM & Lifecycle Campaign Manager owns the end-to-end customer journey from acquisition through retention, driving engagement and loyalty across all digital touchpoints. This role combines strategic thinking with hands‑on execution to deliver data-driven, automated lifecycle campaigns and personalised communications across web, app, email, and push channels.

Working closely with cross‑functional teams, the role uses CRM and CDP-enabled insights, audiences, and triggers to deliver meaningful customer interactions that increase repeat usage, deepen loyalty engagement, and maximise customer lifetime value across Plaza Premium Group’s lounges, hotels, airport passenger services, and dining experiences.

Key Responsibilities

Lifecycle Campaign Strategy & Execution

• Own the end-to-end planning and execution of automated lifecycle campaigns, using data insights, CDP-enabled audiences, and triggers to activate journeys such as onboarding, pre-departure, post-visit, abandonment, and reactivation
• Coordinate with product, marketing, and loyalty teams to align campaigns with booking windows, customer journeys, and seasonal demands
• Continuously test and optimise messaging, timing, and targeting for better engagement and ROI

CRM Channel Management

• Manage and execute campaigns via website, email, SMS/WhatsApp, app, and other touch points
• Work with creative and content teams to develop effective, brand‑aligned communication templates
• Monitor deliverability, open rates, CTRs, unsubscribe, and other metrics to maintain healthy engagement

Segmentation & Personalisation

• Develop and maintain actionable customer segments based on behavioural, transactional, demographic, and CDP-derived data
• Use segmentation to deliver timely and relevant offers, reminders, and content across the customer lifecycle, leveraging unified customer profiles where available
• Support audience building for targeted promotions, loyalty communications, and cross‑selling/ upselling initiatives

Data-Driven Optimisation

• Analyse campaign performance and provide insights and recommendations to improve conversion, retention, repeat usage, and audience performance from CRM/CDP activations
• Conduct testing on subject lines, content, send times, and offers
• Report on performance and trends, such as retention rates, CLTV, booking lead time, repeat booking frequency, spendings, product preferences, etc.

Loyalty & Retention

• Support Smart Traveller membership programme communications, including acquisition, benefits, awareness and member-exclusive campaigns
• Coordinate with loyalty, partnerships, operations, and data/CDP teams to craft member experiences and revenue‑driving strategies
• Build CRM-driven campaigns to increase member engagement and tier progression

About you:

Key Skills & Competencies

• Strong understanding of customer lifecycle marketing, segmentation, personalisation, and CDP-enabled activation strategies
• Hands‑on experience managing and executing multi‑channel campaigns (email, SMS, app, web) and supporting CDP‑driven journey orchestration
• Analytical and data-driven mindset, capable of interpreting metrics and turning insights into actionable improvements
• Excellent project management and coordination skills, and the ability to manage multiple campaigns and workstreams simultaneously
• Creative and detail-oriented, with strong copywriting instincts and an eye for brand consistency
• Collaborative communicator, comfortable working cross‑functionally with Marketing, Product, Loyalty, Data, CDP, and other teams
• Results‑oriented, proactive, and adaptable to fast‑paced, evolving business needs

Experience & Qualifications

• Bachelor’s degree in Marketing, Business, Communications, Psychology, Behavioural Economics, or a related field
• Minimum 5 years’ experience in CRM, loyalty, or lifecycle marketing, ideally within travel, hospitality, or e‑commerce sectors
• Proven experience in campaign automation, audience segmentation, and performance optimisation
• Strong hands‑on experience with CRM and email marketing platforms, and working familiarity with CDP‑enabled audience activation and journey orchestration (e.g. Adobe Experience Platform/Journey Optimiser, Salesforce, HubSpot, Braze, or similar).
• Familiarity with analytics and reporting tools such as GA4, Adobe Analytics, Looker Studio, Power BI, or Tableau
• Understanding of loyalty programmes and customer retention strategies
• Knowledge of data privacy and compliance frameworks (e.g. GDPR, PDPA) is an advantage
• Experience integrating CRM with booking systems, apps, loyalty platforms, or customer data environments preferred