yuu Rewards: Launching Hong Kong’s Largest Multi-Sector CRM Ecosystem

Largest Multi-Sector CRM Ecosystem

Unify 7 diverse operating companies into one seamless rewards program across Hong Kong to achieve a single customer view, allowing customers to earn and redeem value seamlessly across a diverse retail and service landscape.

The Team

I led a massive, multi-disciplinary matrix of 40+ team members across pillars:

  • Engineering: Solution Architects, Platform Owners and Infrastructure Specialist.
  • Design & Creative: UI/UX and Graphic Design leads ensuring a cohesive brand experience.
  • Specialists:  Teams from Marketing, Finance, Store Operation, CRM across companies.
  • Other Stakeholders: CFO, IT Director, Head of Group Marketing, and External Tech Vendors.

Core Challenges

The Conflict

With multiple operating companies involved, conflicting priorities were the default. I solved by implementing a Scrum of Scrums framework and a Conflict Resolution Protocol, ensuring timely communication and clear accountability.

The Rollout

Rolling out to 200+ physical stores was the biggest risk. When early soft launch showed staff confusion, I pivoted the strategy to "Train the Trainer" workshops. We empowered "Store Champions" who acted as first tier on-site support, ensuring 100% storefront readiness on Day 1.

Tech Stack

Salesforce
MS Dynamics 365​
React Native
MITPOS
Mulesoft

Results

  • Unique User Acquisition: 3 million
  • Storefront Readiness: 200+ locations

More projects