Birgitta Tam

Head of Customer Digital Experience and Innovation

The Hong Kong Jockey Club

Birgitta Tam is the Head of Customer Digital Experience and Innovation at The Hong Kong Jockey Club, where she leads the customer-centric digital strategy and transformation for over 2 million customers, achieving 90% of turnover through digital channels.  Her work spans the entire customer journey—from acquisition and onboarding to engagement and loyalty—ensuring a seamless and impactful end-to-end experience across all touchpoints.

With over a decade of success as a digital experience strategist, Birgitta has spearheaded numerous innovative initiatives to elevate the omni-channel experience. Leveraging cutting-edge technologies such as AI, Fintech, and data analytics, she has driven advancements in eCommerce, content strategy, and loyalty programs, consistently delivering value and innovation in the digital landscape.