Job description

我们正在寻找一位经验丰富的客户增长与运营经理,负责现金贷和BNPL产品的全生命周期客户运营。您将主导香港个人信贷市场的客户获取、激活、转化和留存策略,通过数据驱动的方法提升客户价值和业务增长。

主要职责

客户生命周期运营

• 管理客户群体全生命周期运营,涵盖新客授信引导、首贷激活、持续互动、复贷增长、客户留存和流失挽回,以提升客户LTV和业务成果

• 设计并优化用户转化漏斗：从体系内流量入口访问 → 授信申请 → 首贷支用 → 复贷循环的完整链路

• 针对现金贷(短期周转)和BNPL(先买后付)两种产品形态,制定差异化的运营策略

数据分析与洞察

• 分析客户行为、借款模式、还款表现、消费场景等,识别高价值客群、增长机会和优化空间

• 监控核心运营指标：授信通过率、首贷转化率、复贷率、客户留存率、营销活动ROI、在贷余额增长

• 进行营销活动后分析(Post-campaign Analysis),评估AB测试效果并迭代策略

营销活动策划与执行

• 制定并执行精准营销活动：新客免息券、老客利率折扣、沉默客户召回、站内Banner/Push/短信多渠道触达

• 针对现金贷强调"极速到账、灵活周转",针对BNPL强调"0息分期、消费自由"

• 设计符合香港持牌放债人合规要求的营销文案(含繁体中文、英文版本)

• 管理优惠券策略、利率折扣活动的发放节奏和成本效益

跨团队协作

• 与风控团队紧密合作,优化授信策略与客户分层准入标准

• 与产品团队协作,推动体系内流量入口、优惠券系统、客户标签体系的产品优化

• 与BI/数据团队合作,建立客户运营报表、实时数据看板和预警机制

• 与合规团队配合,确保营销活动合规

Key Responsibilities

Customer Lifecycle Management

• Manage end-to-end customer lifecycle operations covering new customer credit onboarding, first disbursement activation, ongoing engagement, repeat borrowing growth, customer retention, and win-back campaigns to improve customer LTV and business outcomes

• Design and optimize the user conversion funnel: from internal ecosystem traffic entry → credit application → first drawdown → repeat borrowing loop

• Develop differentiated operation strategies for Cash Loan (short-term liquidity) and BNPL (Buy Now Pay Later / installment payments) product lines

Data Analysis & Insights

• Analyze customer behavior, borrowing patterns, repayment performance, and consumption scenarios to identify high-value segments, growth opportunities, and optimization areas

• Monitor core operational metrics: credit approval rate, first drawdown conversion, repeat borrowing rate, customer retention, marketing campaign ROI, and outstanding balance growth

• Conduct post-campaign analysis, evaluate A/B test results, and iterate strategies

Marketing Campaign Planning & Execution

• Develop and execute precision marketing campaigns: new customer interest-free vouchers, existing customer rate discounts, dormant customer reactivation, and multi-channel touchpoints via in-app Banners, Push notifications, and SMS

• For Cash Loan: emphasize "instant disbursement, flexible周转"; for BNPL: emphasize "0% installment, spending freedom"

• Design compliant marketing copy in Traditional Chinese and English that adheres to Hong Kong Licensed Money Lender requirements

• Manage coupon strategies, interest rate discount campaigns, and cost-effectiveness

Cross-functional Collaboration

• Work closely with risk control teams to optimize credit strategies and customer tiering admission standards

• Collaborate with product teams to drive optimizations for internal traffic entry, coupon systems, and customer tagging infrastructure

• Partner with BI/data teams to establish customer operation reports, real-time dashboards, and alert mechanisms

• Coordinate with compliance teams to ensure marketing activities comply with Hong Kong's Money Lenders Ordinance and HKMA guidelines

Job Requirement

教育背景

• 商业管理、市场营销、数据分析、统计学、经济学或相关专业学士学位

工作经验

• 5-8年客户增长运营、CRM管理、生命周期营销、用户运营或增长营销经验

• 具有现金贷、BNPL、信用卡、消费金融产品运营经验者优先

• 具有香港本地金融、金融科技、持牌放债人或消费金融公司经验者优先

专业技能

• 精通客户分层、LTV管理、生命周期营销和用户增长方法论

• 具备端到端营销活动管理能力：从策略制定、文案创意、AB测试到效果评估

• 熟悉现金贷和BNPL两种产品形态的运营特点和商业逻辑

行业知识

• 理解香港个人信贷市场、持牌放债人业务模式和合规要求(含APR披露、警示语规范)

• 了解BNPL行业趋势和竞争格局(如Atome、Fave Pay等)

Education

• Bachelor's degree in Business Administration, Marketing, Data Analytics, Statistics, Economics, or related fields

Experience

• 5-8 years of experience in customer growth operations, CRM management, lifecycle marketing, user operations, or growth marketing

• Experience with Cash Loan, BNPL, credit card, or consumer finance product operations preferred

• Experience with Hong Kong local financial institutions, fintech companies, licensed money lenders, or consumer finance firms preferred

Technical Skills

• Proficiency in customer segmentation, LTV management, lifecycle marketing, and user growth methodologies

• End-to-end marketing campaign management: from strategy formulation, copywriting, A/B testing to performance evaluation

• Familiarity with both Cash Loan and BNPL product characteristics and business logic

Industry Knowledge

• Understanding of Hong Kong's personal lending market, licensed money lending business models, and compliance requirements (including APR disclosure and warning statement regulations)

• Knowledge of BNPL industry trends and competitive landscape (e.g., Atome, Fave Pay, etc.)