VN Shopee Mum's Club (SMC)
Period: 2020-2022 | #ShopeeMumsClub
Shopee Mum's Club (SMC) is the first and pioneer regional membership program, aiming to make Shopee TOM for baby nursery shopping.
Members enjoy 2 key Club Benefits: Exclusive Voucher and Exclusive Price, which allow great deals even on non-campaign days. By promoting Club Benefits strategically, we focus on member acquisition and platform retention. Quality buyers with high stickiness and long LTV are in turn a KSP for commercial investments from brands and sellers.
MY FOOTPRINTS
I was the Project Leader of VN Shopee Mum's Club, the second-largest club regionally (previously a Senior PMO).
Ownership of: Growth, P&L, Campaigns, Brand partnership, Seller partnership, Regional coordination
Developed annual roadmap to acquire & retain members via maximized in-app assets, CRM pipelines and new product features
Managed direct communication with Regional office in Singapore, mostly Regional Marketing and Regional Brand Partnership
Coordinated pitching to secure investment from 70+ top brands & sellers from 5 categories: Moms Kids and Babies, Kids Fashion, Toys, Health and Beauty, and Groceries.
Led and coach PMO team
MILESTONES
SMC has recruited over 4 million members regionally who are actively engaged by Q3 2021.
SMC members spend 2x more than non-members and are 4x more active than average platform users.
Shopee partnered with 150+ trusted sellers and provided 200k+ monthly member deals across the region.
CLUB BENEFITS
Exclusive Vouchers, which are eligible for members. Non-members who claim the vouchers receive an acquisition message.
Exclusive Price in Member view
Exclusive Price in non-member view, with acquisition CTA
CAMPAIGN HIGHLIGHTS
