蚂蚁金服Ant International-Loan Growth Marketing Manager-Bettr

任职要求

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…

工作职责

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