HK Express is Hong Kong’s first and only low-cost carrier, always offering great value, affordable fares on one of the youngest and most modern aircraft fleets in the world.

Like you, and just like many people across Asia, we love to travel and discover new places across the world’s most diverse and dynamic region; and at HK Express, we’re opening up new travel experiences that inspire and invigorate millions of people across the region we’re proud to call home.  Everything we do is focused on encouraging the spirit of adventure. Our routes provide the inspiration and spontaneity to try somewhere new, disrupting monotonous modern life. As we continue to open up new routes, often in secondary and emerging destinations, our passengers will gain access to an incredible range of places, exploring hidden gems and experiencing local cultures.

We have a diverse and vibrant team that embodies the adventurous spirit of our customers, and loves to travel too. Join us in this journey to make your career even more fulfilling and rewarding. 

Job Overview

The CRM Specialist supports the Customer Experience (CEX) team in driving data-led customer engagement and lifecycle management. Reporting to the Manager, Customer Experience Design, this role is responsible for planning and executing CRM campaigns and CEX projects, performing customer and segment analysis, and developing communication strategies to enhance customer engagement, retention, and revenue contribution.

This role works closely with cross-functional teams to ensure CEX & CRM initiatives align with overall customer experience strategy.

Responsibilities

• Lead and support cross-functional CEX projects to enhance end-to-end customer journeys, driving customer-centric transformation and measurable experience improvements.
• Champion customer experience principles across the organization by embedding CEX frameworks, governance, and best practices into day-to-day operations and decision-making.
• Conduct customer and behavioral analysis to identify pain points, preferences, and opportunities to improve experience, personalization, and lifecycle engagement.
• Plan and execute CRM campaigns across key channels (email, SMS, app push, digital platforms) to drive engagement, conversion, and overall customer experience.
• Develop customer-led campaign strategies, including segmentation, messaging, content direction, and channel mix aligned with journey stages.
• Manage end-to-end campaign execution, including briefing, setup, customer care, communications, QA, deployment, and performance tracking to ensure seamless delivery.
• Monitor and analyze campaign and customer experience performance, delivering insight-driven recommendations to improve engagement and satisfaction.
• Collaborate with internal stakeholders (marketing, digital, BI, IT, external vendors) to ensure a consistent and cohesive omnichannel experience.
• Support initiatives, including customer advocacy & education campaigns, activations programs, journey enhancements and transformation projects.
• Manage CRM and analytics tools/ platforms (e.g., Adobe, PowerBI or similar), ensuring data accuracy, effective segmentation, and personalization capabilities.
• Ensure all CRM activities comply with data privacy regulations and uphold customer trust and brand integrity.

Qualifications

• Bachelor’s degree in business, Marketing, Data Analytics, or related disciplines
• 3/+ years of relevant experience in Customer Experience, CRM, digital marketing, or customer engagement roles
• Strong analytical skills with experience in customer segmentation, campaign analysis, and reporting
• Experience in managing multi-channel CRM campaigns and lifecycle marketing programs
• Familiarity with marketing automation tools, customer data platforms (CDP), or analytics tools is an advantage
• Strong understanding of customer behavior, personalization strategies, and engagement tactics
• Experience with CRM platforms is a plus (e.g., MS Dynamics, Salesforce, Adobe Campaign, HubSpot, or similar)
• Data & Detail-oriented with strong project management and execution skills
• Ability to work in a fast-paced, cross-functional environment
• Proficiency in English and Chinese (written and spoken)
• Experience in airline, travel, hospitality, or e-commerce industry is a plus

Your Future Work Life

• Hybrid working with flexibility in workplace and working hours to foster work-life harmony
• Open office to collaborate, connect and share great ideas
• Energetic and multicultural teammates from up to 50 nationalities!
• Company-organized shuttle buses connecting the workplace with major locations in the HK Island, Kowloon and N.T.