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Director, Customer Engagement

Shanghai, China | Hilton Worldwide

  • Industry:
    Hospitality, Travel, & Leisure
  • Position Type:
    Full-Time
  • Functions:
    General Management
  • Experience:
    7-10 years
Job Description:
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The Customer Engagement, Loyalty and Partnerships (CELP) team builds awareness of the industry award winning Hilton Honors loyalty program and increases Hilton consumer growth through strategically designed partnerships and campaigns. Our team is focused on driving customer acquisition and retention, most specifically through Hilton direct channels such as the Hilton Honors mobile apps, Hilton websites, other social channels and reservation agents. In addition, the team generates engagement and repeat business through recognition of loyalty benefits and earned rewards during guest stays.


The Director, Customer Engagement, will be responsible for developing CRM, life cycle management, communication and engagement strategies & platforms and implementing them with a focus on Greater China region. The position will report into the VP, CELP China.


The Director will work closely with the global and regional CELP teams as well as with IT, Marketing & Digital Products, Marketing Activation, Email Delivery, Customer Analytics, Localization and agencies. They will also work with key stakeholders in the region including Vice President of Operations, General Managers of hotels, Legal and the Commercial Services team.


What will I be doing?


Responsible for the development and execution of CRM/eCRM initiatives in market to optimize acquisition, retention, communication, win-back and promotion strategies.

Apply a customer-centric perspective to engaging with and communicate to our most frequent travelers in order to grow loyalty and capture travel share of wallet.

Help determine what type of communication our most valuable customers should and should not get within China and communicate this strategy to appropriate stakeholders.

Champion market specific needs and nuances, develop business cases to input into and influence global customer strategy.

Leverage reporting, ad hoc analyses and customer insights studies to develop deep understanding of our high value members and key customer segments and inform our customer engagement strategy.

Define actionable segments and create targeted lifetime value and customer lifecycle engagement campaigns and programs.

Identify, prioritize and work with Global Technology and the Platform teams to implement enhancements to customer touchpoints (mobile app, website, email, social, etc.) that are relevant to the specific market/customer segment.

Work with customer platform and data teams to ensure quality and cleanliness of customer data to optimize marketing effectiveness.

Ensure that measurement systems are in place to assess campaign performance, test, refine and scale campaigns. 

Work within approved budgets and adjusts activities and expenses to ensure optimal financial results.

Maintain a thorough understanding of the evolving customer lifecycle and loyalty program landscapes in market to actively monitor industry trends and make appropriate recommendations for Hilton Honors.

Embrace a test & learn mindset, drive change and innovation in ways of working to deliver results.

Responsible for the management of Aspirational Auction Platform in China, including experiential packages design and implementation, awareness & member engagement strategy, and mobilize hotels/operational support.

What are we looking for?


A balanced blend of strategic thinking and marketing acumen, plus previous experience leveraging customer data in a marketing planning, execution, or analytics role:

Required Skills and Experience:


8+ year experience in supporting Customer Lifecycle or CRM strategy for a global brand, product and/or loyalty program in China

Experience in successfully analyzing, interpreting and explaining statistical data to develop strategies and generate a course of action.

Experience and ability to navigate complex matrix system, excellent people management skills, and strong ability to influence ideas.

Ability to strategically manage change, resolve conflicts, and ensure collaboration within teams.

Effective written, verbal communication, and presentation skills in English and Chinese (in China).

Excellent interpersonal skills that build trust and instill confidence in order to motivate and influence others.

Strong time management familiarity, as well as organizational skills.

Advanced knowledge of PPT, XLS, and data manipulation and analysis skills.

Minimum education: BA/BS Bachelor's Degree.

Must be willing to travel (up to 25% of the time).

Preferred Skills and Experience:


Advance knowledge of relational databases and business intelligence tools, comfort with customer data; SQL experience a plus.

Experience with a loyalty program in the hospitality, travel, or retail industries.

MBA/Master's Degree in Business or Marketing fields.


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