Senior Manager, Membership Operations

Area: Market GCA

Department: Brand Marketing / Membership

Direct Reporting Line: Director, Membership Operations

Indirect/Secondary Reporting Line:

Subsidiary/Country: GCA

Location: Shanghai

GSMS Grade: M3

Number of Personnel Managed: 2

Cost Center/Budget and/or Revenue Responsibility:

Purpose & Overall Relevance for the Organization:

• Develop and execute CRM strategies to acquire, retain, engage and recall consumers and enable online business.
• Lead and manage the day-to-day online CRM operations
• Track and evaluate the effectiveness of online CRM activities, provide feedback and recommendations, and optimize for future strategies

Key Responsibilities:

Online Membership Strategy & KPI Management

• Develop the annual online membership strategy in line with overall membership vision, business priorities, and growth targets
• Define differentiated membership strategies and operating models for different online channels
• Establish, cascade, and manage core online 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

Online Membership Campaigns & Activation

• Own the planning and execution of online membership campaigns and activities
• Continuously optimize campaign mechanisms and member experience based on performance results and consumer insights

People Management

• Manage online CRM team member to ensure seamless execution.
• Lead cross-functional communication and driving project implementation

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 online membership programs, ensuring timelines, quality, and outcomes are met

Key Relationships:

• Online Channels Team
• Brand Marketing Team
• Global CRM
• Digital / Tech Teams
• Legal and other supporting functions
• External Agency partners

Knowledge, Skills and Abilities:

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

Requisite Education and Experience / Minimum Qualifications:

• University degree or above
• Work experience in online CRM is required
• Proficiency in both written and spoken English