Developing and implementing the eCRM strategy for cathaypacific.com.
This included planning and implementing ways to improve the quality of customer information; improving the customer experience through personalisation, navigation, service recovery initiatives; increasing share of online spend and repeat use through database marketing.
What would be your dream brand to work on and why?
I am working for one of the best brands in the world. If I had to choose another, it would be Mercedes Benz, because it also epitomises excellence, premium quality, and sheer style.
What was your big break?
Joining the loyalty marketing department.
Who was your mentor and how did this person influence you?
Peter Buecking introduced me to loyalty marketing and its opportunities.
In CRM, Ron Mathison and Anna Or gave me the opportunities and provided encouragement and advice.
Is there a secret to your success?
Having a passion for what I do, diligence, good work relationships and keeping a sense of humour at all times.
How do you handle difficult clients?
Communication is key to managing relationships.
What advice would you give to the next person to do your current job?
Keep the customer top of mind - internal and external.
What are you currently reading that will help you in your job?
I tend to read a lot of CRM and e-business articles available online to keep me up to date. Currently, I am reading the McKinsey Quarterly - Organising for CRM.
Who is the business person you most admire and why?
Richard Branson for his dynamism, vision and willingness to take risks with people and products.