DEPARTMENT
: Brand Marketing / Membership
DIRECT REPORTING LINE
: Director, Membership Operations
PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION:
This role is responsible for leading offline membership operations across both own retail stores and franchise stores. This role will define and execute a comprehensive offline membership strategy aligned with annual membership objectives, driving sustainable growth in store traffic, member acquisition, engagement, and conversion. The role plays a critical part in building a strong, data-driven offline membership ecosystem and delivering a consistent, high-quality member experience at scale.
Offline Membership Strategy & KPI Management
- Develop the annual offline membership strategy in line with overall membership vision, business priorities, and growth targets
- Define differentiated membership strategies and operating models for own retail stores and franchise stores
- Establish, cascade, and manage core offline 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
Offline Membership Campaigns & Activation
- Own the planning and execution of offline membership campaigns and activities, including member-exclusive events, activations, and loyalty initiatives
- Drive increased store traffic, member engagement, recruitment, and purchase conversion through impactful offline programs
- Continuously optimize campaign mechanisms and member experience based on performance results and consumer insights
Store & Channel Collaboration
- Partner closely with own retail teams and account sales team to ensure effective implementation of membership strategies at store level
- Enable alignment, capability building, and best practice sharing across regions and stores
- Influence store leadership teams to strengthen member-centric mindset and execution excellence
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 offline membership programs, ensuring timelines, quality, and outcomes are met
- Brand Marketing
- Own Retail & Account Sales Team
- Digital / Tech Teams
- Legal and other supporting functions
KNOWLEDGE, SKILLS AND ABILITIES
- Strong strategic thinking and end-to-end planning capability with a clear understanding of offline retail membership models
- Advanced data analysis skills with the ability to translate insights into tangible business actions
- Proven and mature experience in offline retail membership or loyalty program management
- Excellent communication, influencing, and stakeholder management skills
- Strong ownership mindset, result orientation, and project management capability
REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS
- Bachelor’s degree or above in CRM, Marketing, Business Administration, or a related field
- 5–8 years of relevant experience in membership operations, loyalty programs, or offline retail operations; brand or large-scale retail experience preferred
- Solid understanding of CRM systems and member data applications
- Proficiency in both written and spoken English
