ABOUT THE COMPANY
AZADEA Group is apremierlifestyle retail company that ownsand operates more than 40 leading internationalfranchise concepts in fashion and accessories, food and beverage, home furnishings,sporting goods, multimedia and beauty and cosmetics across theMiddle East and Africa spreadacross 13 countries overseeing more than 700 stores.
JOB PURPOSE
The CRM and Loyalty Lead is responsible for developing, executing, and refining CRM and loyalty strategies, focusing on customer retention, engagement, and loyalty program management. He/she oversees multi-channel marketing initiatives, ensuring seamless customer experiences across platforms, while collaborating closely with cross-functional teams to deliver business impact and optimize long-term customer relationships.
RESPONSIBILITIES
-Lead the design and implementation of comprehensive CRM and loyalty strategies by ensuring alignment with broader marketing strategies and integrating these initiatives across all relevant channels (online, in-store, mobile). Tailor CRM and loyalty tactics to the nuances of different customer segments to maximize effectiveness.
-Oversee customer data analysis to identify key behaviors, preferences, and trends. Create customer segments based on this data, ensuring that loyalty and marketing campaigns are personalized to address the specific needs of each segment.
-Take ownership of the loyalty programs (e.g., Virgin Megastore, PAUL and Tickit Loyalty), ensuring it drives measurable improvements in customer retention and repeat purchases.
-Work closely with cross-functional teams (e.g., IT, marketing, retail, trading) to implement and promote loyalty programs across all relevant channels.
-Continuously refine the program based on customer feedback, market trends, and performance data, including engagement metrics such as enrollment, usage, and redemption rates.
-Design, execute, and optimize multi-channel marketing campaigns (Email, SMS, WhatsApp, push notifications, etc.) aimed at enhancing customer loyalty and engagement. Conduct A/B testing for different campaign variables (e.g., subject lines, content, offers) and implement performance improvements based on campaign analytics.
-Develop and implement personalized customer journeys by identifying key touchpoints and potential pain points throughout the customer lifecycle.
-Collaborate with relevant teams to improve these touchpoints, creating a seamless experience that drives satisfaction and loyalty. Ensure all interactions, from customer acquisition through retention, are optimized to deliver the best possible experience across digital and physical channels.
-Oversee detailed reports on key CRM and loyalty metrics, including but not limited to Click-Through Rates (CTR), Conversion Rates (CVR), Customer Lifetime Value (CLV), and retention rates. Present these insights to senior management and other stakeholders, highlighting trends, opportunities for improvement, and recommendations to enhance customer relationship efforts.
-Lead cross-functional projects that require input from various teams and ensure timely and effective execution of all CRM and loyalty-related activities.
-Manage the budget for CRM and loyalty activities, ensuring cost-effective use of resources to achieve the best return on investment.
-Oversee the administration of the CRM platform, ensuring it is up-to-date and fully integrated with other business systems. Work closely with IT to troubleshoot any system issues and implement enhancements.
-Recruit, train, motivate, and evaluate the team to ensure that the department has the necessary skill base. Ensure staff are optimally motivated and enabled to maximize their potential and contribution to the company.
LANGUAGE & TECHNICAL SKILLS
Language Proficiency
-Fluency in English.
-Fluency in Arabic, or French is a plus.
Technical Skills
-Proficiency in managing and optimizing major CRM platforms such as Salesforce, MoEngage, Braze, Oracle CRM or similar tools.
-Strong experience in setting up and customizing CRM workflows, customer journeys, and automation within these platforms.
-Experience with using data analytics tools effectively (e.g., Google Analytics, Tableau, Power BI) to track customer behavior, segment customers, and analyze loyalty program performance.
EDUCATION
Bachelor's degree in Marketing, or Business Administration, or a related field.
Master’s degree is a plus.
EXPERIENCE
General Experience
Six to eight years of experience in CRM, or a similar role.
Managerial Experience
Three years of experience in a managerial role.
BEHAVIORAL COMPETENCIES
Customer Focus
Builds strong customer relationships and delivers customer-centric solutions. For example, digs deeply into customer feedback and drives the innovations that can enable the organization to better meet customers' future needs. Frequently adjusts approach to ensure customer needs are met and to improve service.
Plans and Aligns
Plans and prioritizes work to meet commitments aligned with organizational goals. For example, adopts a sequence of activities that allows for optimal efficiency and effective coordination with others. Makes skillful use of resources and support to deliver efficient, high-quality work.
Drives Results
Consistently achieves results, even under tough circumstances. For example, devotes considerable effort to surpassing goals and achieving the best possible results; goes above and beyond to achieve excellence. Drives ahead with great focus when faced with obstacles and setbacks; maintains productivity and a positive attitude.
Collaborates
Builds partnerships and works collaboratively with others to meet shared objectives. For example, finds many ways to add value to the team; probes to draw out richer input from others; is a valued resource who goes out of the way to help others.
Nimble Learning
Learns through experimentation when tackling new problems, using both successes and failures as learning fodder. For example, relishes new or unusual problems; seeks others' input and experiments with own ideas. Easily learns the essence of difficult issues and concepts. Investigates and discusses own mistakes to learn from them.
Azadea Group is an Equal Employment Employer – All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, or any other characteristic protected by relevant local laws.