Area: Market GCA

Department: Brand Marketing / Membership

Direct Reporting Line: Director, Membership Operations

Subsidiary/Country: GCA

Location: Shanghai

Purpose & Overall Relevance for the Organization:

This role is responsible for leading offline membership operations across both own retail stores and franchise stores. This role will define and execute a comprehensive offline membership strategy aligned with annual membership objectives, driving sustainable growth in store traffic, member acquisition, engagement, and conversion. The role plays a critical part in building a strong, data-driven offline membership ecosystem and delivering a consistent, high-quality member experience at scale.

Key Responsibilities:

Offline Membership Strategy & KPI Management

• Develop the annual offline membership strategy in line with overall membership vision, business priorities, and growth targets
• Define differentiated membership strategies and operating models for own retail stores and franchise stores
• Establish, cascade, and manage core offline membership KPIs (e.g. member acquisition, active rate, conversion, repeat purchase, member sales contribution)
• Regularly review performance and drive continuous optimization through structured business reviews

Offline Membership Campaigns & Activation

• Own the planning and execution of offline membership campaigns and activities, including member-exclusive events, activations, and loyalty initiatives
• Drive increased store traffic, member engagement, recruitment, and purchase conversion through impactful offline programs
• Continuously optimize campaign mechanisms and member experience based on performance results and consumer insights

Store & Channel Collaboration

• Partner closely with own retail teams and account sales team to ensure effective implementation of membership strategies at store level
• Enable alignment, capability building, and best practice sharing across regions and stores
• Influence store leadership teams to strengthen member-centric mindset and execution excellence

Cross-Functional Collaboration & Project Management

• Work cross-functionally with Brand Comms, Digital, Tech, and Legal teams to deliver integrated membership initiatives
• Lead end-to-end project management for key offline membership programs, ensuring timelines, quality, and outcomes are met

Key Relationships

• Brand Marketing
• Own Retail & Account Sales Team
• Digital / Tech Teams
• Legal and other supporting functions

Knowledge, Skills and Abilities

• Strong strategic thinking and end-to-end planning capability with a clear understanding of offline retail membership models
• Advanced data analysis skills with the ability to translate insights into tangible business actions
• Proven and mature experience in offline retail membership or loyalty program management
• Excellent communication, influencing, and stakeholder management skills
• Strong ownership mindset, result orientation, and project management capability

Requisite Education and Experience / Minimum Qualifications

• Bachelor’s degree or above in CRM, Marketing, Business Administration, or a related field
• 5–8 years of relevant experience in membership operations, loyalty programs, or offline retail operations; brand or large-scale retail experience preferred
• Solid understanding of CRM systems and member data applications
• Proficiency in both written and spoken English