Company Description
Issued by:
Asia Miles by Cathay
At Cathay Pacific, we share one common aspiration: to be the world's best airline. We believe in looking for the best in our people, in working as a team, in doing the right thing by our shareholders and our communities.
With a global team, we offer a diverse range of career choices and opportunities - in the air, on the ground; in customer service, in the office; managerial or professional roles. Our team of great people each plays a key role to deliver the quality service that we are famous for.
Notes：
- All Chinese mainland based positions are subject to local terms and conditions.
Role Introduction
The Membership Programme & Operations Manager is responsible for leading and optimizing our membership initiatives. This role is pivotal in driving member engagement, streamlining operational processes, and ensuring the overall success of our membership programs. The role ensures the smooth delivery of all membership benefits, lifecycle operations and programme enhancements.
This position will drive operational excellence, data accuracy, and process optimisation to enhance members’ journey from acquisition to engagement and retention. Acting as a central coordination point for CRM, Brand, Customer Experience, IT, and regional teams, the role plays a critical part in uplifting the Cathay membership experience and operational readiness of new propositions, campaigns and system enhancements.
Key Responsibilities
Membership Programme Strategy & Proposition Development
- Define and evolve the long‑term strategic roadmap for the Cathay membership programme, informed by customer insights, commercial performance, and market trends.
- Partner with Proposition, Lifestyle, Brand and other stakeholders to shape the future value proposition, including benefits design, tier evolution, and new programme features.
- Develop frameworks to assess member value, segment opportunities, and future‑ready programme enhancements.
- Lead strategic planning cycles to ensure alignment with enterprise‑level customer and commercial strategies.
Member Lifecycle Management & Operations
- Lead the ongoing development of the Cathay membership programme, including tiering, benefits, rules, and programme features.
- Define and optimise the end‑to‑end member journey from acquisition to retention, ensuring a consistent and high‑quality experience across all touchpoints.
- Oversee lifecycle campaigns, trigger journeys, member engagement initiatives, and recognition moments that reinforce tier value.
- Manage day‑to‑day membership programme operations across digital and physical channels.
- Monitor and optimise key performance metrics including active member ratio, retention, tier distribution, unsubscription rate, programme profitability, and commercial impact.
- Evaluate programme competitiveness and recommend enhancements to maintain relevance and long‑term appeal.
- Monitor tier progression, benefit utilisation, member satisfaction, and cost performance, and improve tier clarity and differentiation.
- Maintain programme documentation, SOPs, and process maps, ensuring compliance with policies, audit requirements, and data governance standards.
Process Optimisation & Systems Enablement
- Identify and drive opportunities to streamline membership‑related processes to improve efficiency and member experience.
- Partner with IT and Digital teams on system enhancements, automation, UAT, business case development, and rollout of new tools.
- Ensure operational readiness for new membership propositions, benefit structures, and programme updates, with global alignment on standards and communications.
Data, Reporting & Vendor Management
- Ensure accuracy and integrity of member and partner data across systems and operational workflows.
- Support reconciliation, billing, and reporting processes in partnership with Finance.
- Manage vendors supporting membership fulfilment, data operations, system support, and customer servicing.
Budget & Administration
- Support budget planning, forecasting, cost tracking, procurement processes, vendor contracts, and operational documentation.
People Development & Performance Management
- Lead, coach, and motivate the team to deliver strong performance and foster collaboration.
- Build a capable organisation with the right structure, talent, and succession pipeline aligned with Head Office direction.
- Mentor direct reports, promote continuous feedback, and support employee development through targeted learning opportunities.
- Enhance employee engagement and experience in line with role expectations and Cathay’s internal brand promise, leading by example in accordance with core values.
Requirements
- University degree in Business, Marketing, Customer Strategy or related discipline.
- Minimum 10 years of experience in loyalty programmes, membership strategy, CRM, lifecycle management or customer value management.
- Experience managing membership tiers, benefits, earn/burn logic or customer journeys preferred.
- Demonstrated capability in programme or lifecycle design, proposition development and cross‑functional project delivery.
- Strong understanding of loyalty economics, consumer behaviour and member value modelling.
- Deep customer‑centric mindset with strong sense for member needs and expectations.
- Strategic thinker with ability to translate insights into programme enhancements.
- Highly collaborative with strong influencing skills across cross‑functional and regional teams.
- Strong analytical mindset; comfortable with data and performance measurement.
- Excellent communication and storytelling skills for explaining programme concepts and changes.
- Organised, detail‑oriented and capable of managing multiple initiatives in a dynamic environment.
- Fluent in English; Chinese preferred.
Personal & Application Information
Cathay Pacific is an Equal Opportunities Employer. Personal data provided by job applicants will be used strictly in accordance with our Applicant Personal Information Collection Statement and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. We keep records of your data for no longer than is necessary for the purpose for which we obtained them and any other permitted linked purposes. If your application is unsuccessful, we will keep your details on file for as long as is necessary to process your application or for the purposes of further job opportunities if you agree to such longer periods.
