Becky A.

- Lead CRM Operations and Data Analytics for K11 HK retail portfolios - Oversee K Dollar Loyalty Programme HK (P&L responsibility) - FP&A, Full P&L Management for K11 MUSEA ; supporting role for K11 Art Mall - Elite Clients Team Management on Incentives and Budget Management

I led regional CRM and Analytics teams to support asset management, mall operations, P&L management and loyalty programme management (KLUB 11) for New World Development's flagship retail portfolios in HK - K11 MUSEA and K11 Art Mall. I spearheaded strategic partnerships with banks and payment partners. We initiate, plan and execute marketing & promotions activities, perform data analysis and leverage such data-driven CRM to drive continuous enhancement on footfall, mall sales and promotions ROI. I was responsible for sales turnover, all CRM-related metrics and total marketing budget management.

I managed CRM operations, KLUB 11 member communications, promotions initiatives, budgeting & planning, incentives P&L and gift card operations for K11 MUSEA. I drove loyalty programme's policy changes to deliver efficiency opitimization.

Founded in Hong Kong in 2013, Lalamove is an on-demand delivery platform and a Series F decacorn with a mission to empower communities by making delivery fast, simple and affordable. We move things that matter and bring benefits to local communities across Asia, Latin America and EMEA. I was responsible for demand growth and client user operations across 10+ markets in Asia and LATAM. I led the team to achieve marketplace efficiency in year-over-year demand growth while maintaining expenses at 50% budget level through optimized user incentives frameworks we designed.

I rebuilt the Retention team and formulated user retention marketing strategies in 10+ markets across Asia and LATAM. I created a centralized knowledge hub for rest-of-world markets, standardizing workflows and introducing campaign best practices to facilitate success replications to other markets. We grew global user base to 7M+ through targeted campaigns and product enhancements.

Officer, Product Development & Management Graduate Technical Trainee, Network & IT