Director, Loyalty Programs, Greater China & Mongolia
With thousands of hotels in over 100 countries and territories, Hilton offers countless opportunities to delight. From an open door to a welcoming smile and an exceptional experience, we offer the millions of travellers who stay with us every year a welcome they will never forget. In addition to our flagship brand, Hilton Hotels & Resorts, the family of brands includes Waldorf Astoria, LXR, Conrad, Canopy, Curio Collection, DoubleTree, Hilton Garden Inn, Hampton and many others.
If you appreciate the impact global travel can have on the world, you may be just the person we are looking for to work as a Hilton Team Member. Because it’s with Hilton where we never forget the reason we're here: to delight our guests, Team Members, and owners alike.
Position Statement
The Director, China Loyalty Programs will be responsible for leading the performance of Hilton ‘s loyalty program: 1) support the future development of Hilton Honors Program to drive its relevancy and growth in China, and 2) lead the strategic direction and implementation of ways to drive member stay and engagement including marketing, communication, promotions, offers, experiences, etc. This role will be responsibility for Hilton Honors loyalty program operations in Greater China, including the management of any loyalty products and programs within Hilton Honors. The key priorities are to increase member acquisition and room nights contribution, facilitating and support hotels to deliver member experiences on-property, designing tactics to drive engagement of members, and driving incremental revenues to hotels for rooms, F&B, and beyond.
Working closely with Global Loyalty leadership and cross functional commercial leaders and also will partner extensively with other business partners external and internal to accomplish business goals. This individual directly reports to VP, Customer Engagement, Loyalty and Partnership GCM.
What will I be doing?
- Lead and build mid-to-long term business strategy and requirements to develop program relevance to Chinese consumers, including benefits, customer journey, life-cycle management, experience, and engagement design.
- Develop and implement the strategy for Honors loyalty program to support its growth ambition, including member acquisition, marketability Occupancy and Hotel engagement plans in Greater China, in partnership with the commercial teams in region and liaison with the global and APAC Honors teams.
- Support China Hilton Honors program development to achieve regional growth goal, including long term program proposition development, commercial assessment, operation and implementation of China relevant propositions.
- Create, manage, and optimize programs designed to enroll, onboard and engage new members.
- Work closely with managed and franchised hotels to ensure targets are met and member experiences are properly deployed.
- Manage the program’s financials including the issuance of points, hotel perks/benefits and partner benefits and protection measures.
- Execute a data-driven approach to targeted and above-the-line promotional activities.
- In partnership with technology and other stakeholders, design and build relevant MarTech capability, digital and CRM business requirements for members in China
- Ongoing management of reporting, monitoring, and analytics of key program/member metrics.
- Accountable for the delivery of the Honors budget performance objectives in Greater China.
- Supervise and manage agencies on project planning and deployment e.g., CRM agencies and marketing service agencies.
Direct Reports (if any) leading team
What are we looking for?
To successfully fill this role, you should maintain the attitude, behaviours, skills, and values that follow:
SUCCESS MEASUREMENTS:
· Number of new enrollments and quality measures
· Active members in the program
· Financial contribution (spend and share-of-wallet) from members.
· Compliance of hotels with program standards
KNOWLEDGE, SKILLS, and ABILITIES:
· Deep understanding of loyalty programs and enable the delivery of the loyalty program at hotels in China
· Ability to analyze financial data to make strategic and tactical decisions.
· Excellent communication ability in both English and Chinese
· Strong leadership, problem-solving and collaboration skills
· Ability to create and operationalize strategic initiatives.
· Strong quantitative and analytical background with attention to detail
· Absolute discretion and confidentiality regarding sensitive information
EDUCATION, EXPERIENCE, and LICENSES/CERTIFICATIONS:
· Strong written and verbal communication skills in English and Mandarin; proficiency a plus but not required.
· 7+ years leading a loyalty program in Asia with a strong preference for it to be in the hospitality, travel, or retail industries in China. Past experience setting up loyalty or CRM programs in China desired.
· 7+ years of experience creating and maintaining multi-years strategic plans/roadmaps, as well as P&L and department budgets. Experienced in working with loyalty/CRM partners and agencies in China.
· 7+ years proven experience leveraging financial and consumer data and insights to facilitate data-drive decision-making in complex environments. Previous brand or product management experience is a plus.
· 7+ years creating and delivering presentations to a wide range of internal and external constituents ranging from front-line team members to senior leaders.
· 7+ years setting and driving the research, analytical insights and CRM agendas for a global brand, product and/or loyalty program.
· Bachelor’s degree. Master’s degree or commensurate professional experience is preferred
· Frequent domestic and international travels required.
What will it be like to work for Hilton?
Hilton is the leading global hospitality company, spanning the lodging sector from legendary luxury hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Our vision to fill the earth with the light and warmth of hospitality unites us as a team to create remarkable hospitality experiences around the world every day. And, our amazing Team Members are at the heart of it all!