Ivy HO

• Lead a team of 2 (PR & Marketing Executive, Reward Assistant) to manage the largest multi-national non-gaming loyalty program in Macau, leads strategic transformation of non-air lifestyle business of Asia Miles.
• Build strategic relationship with partners across 7 pillars of the Asia Miles loyalty program, including Finance, Telecom, Dining, Retails, Point Conversion, Car & Transport, Travel & Leisure.
• Drive revenue growth strategy for Cathay travel lifestyle business, develop miles-centric loyalty strategy by widen the accrual & use of Asia Miles in the market to enhance members' experience and journey.
• Formulate business development strategies to achieve targets with key partners, such as BNU (Banco Nacional Ultramarino) on 1st Co-brand credit card (The BNU Asia Miles Visa Platinum Card) in the market, which is a win-win strategy to connect banking customers' local and overseas spending and experience exclusive Asia Miles redemption privileges.
• Liaise with external partners in points conversion program operations, such as HSBC, Bank of China, ICBC on Credit Card point conversation and promotion campaign to leverage banking partners' customers database.
• Develop new member acquisition campaign by working proactively with lifestyle rewards partners to keep members engagement with exceptional experience, such as Macau Golf Club and Hackett Macau Tower for Travel & Leisure.
• Partner with group Brands, Insights and marketing communications executives to develop marketing campaigns, ensure the initiatives are aligned with group and brand strategic agenda.
• Negotiate with partners on commercial terms to maximize the company's benefits, manage and resolve contractual issue with partners, working with Cathay's internal team (e.g. Legal) to ensure the success of the partnership.
• Analyze the membership data and activities log to identify and create potential cross-sell opportunities to contribute to the revenue growth in Macau market.
• Negotiated with partnership on the relaxation measures during COVID-19 difficult time, based on customers' needs and preference.
• Collaborate with Member Engagement Team on the Rebranding project in 2022, involving in partnership communication, members' benefits enhancement, change in member recruitment strategy, etc.

Achievements

• Achieved 220% growth in membership number within 3 years from 2016 to 2018.
• Facilitated recruitment of 55,000 new members in Macau.
• Recorded 215% increase in revenue in agency due to the fix of incorrect members data.

- The agency revenue is from the commission via

mileages sales.

- The report of mileage sold was extracting data via

partner codes, which only include members with

Macau mailing address and exclude all the others

(e.g. member staying in Macau earning miles with

our partner but mailing address is set in other

location).

• Established new partnership with payment gateway (M-pay) for the points conversion scheme.

• Led the team to initiate, implement and monitor marketing programs targeting over 400,000 (2/3 of Macau population) mobile users

- Awarded School's Alumni Scholarships 2005

- Vice-President of the Student Council 2002