Assistant Vice President - Loyalty Marketing
Abu Dhabi Aldar Corporate – Group Digital Futures / On-site
Job Purpose: Deliver loyalty programme strategy, both online and offline, through measurable growth in revenue, profit and market share by developing short- and long-term loyalty campaigns and lifecycle promotions framework. Lead marketing campaign strategy to drive database growth and sales penetration across the group. Drive and maximize incremental revenue through campaigns for loyalty programme.
Please note the role is for Emiratization only.
Roles and Responsibilities:
Strategic Responsibilities •Lead loyalty programme marketing strategy and customer lifecycle framework to deliver on annual plans and targets of customer acquisition, redemption and incremental campaign revenue. •Develop and deliver multi-channel integrated loyalty campaigns through liaising with key business stakeholders to ensure effective and efficient delivery of marketing plan •Conceptualize and execute strategic loyalty points offers with the target growth in incremental revenue from internal and external partners and optimizes customer acquisition, activation and retention supported by customer analytics and loyalty KPIs •Oversee implementation of lifecycle marketing programmes which drive higher activation rate, enhancement to BAU campaign targeting to drive incremental revenues •Owns the loyalty programme brand ensuring brand cadence across all touch points of Aldar, Joint Ventures and Third-party partnerships •Design and Deliver Integrated Marketing Plan – Loyalty Strategic Campaign Plan with integration with key Asset level marketing calendar, supporting ad-hoc campaign requests and planning as needed
Functional Responsibilities •Develop industry-leading personalized customer journeys at all stages of the customer lifecycle to deepen the relationship with Darna Members, including customer needs, messaging strategy, offer strategy, and engagement timing. •Lead and drive Darna’s brand, performance, communications and social strategy, content strategy, product marketing, and new customer generation. •Responsible for customer-centric and data-driven strategies, building and implementing plans to ensure success of lifecycle strategies, including paid, owned and earned marketing channels and customer touchpoints (in-store and online). •Create continuous improvements for all key customer metrics: customer retention, acquisition, conversion, cross sell, customer migration, lifetime value – gross and net (ROI), enhanced value to programme (benefits). •Align all customer touch points with targeted creative communications developed and produced to match our defined customer segments and loyalty member personas and meet the specific campaign objectives. •Prepare annual budgets for programs assigned and manage expenses in accordance with established budget, while maximizing profitability.
People Development •Guide and motivate subordinates to enhance performance and produce quality work, and ensure that they are continuously developed for higher level roles •Coach and mentor the team and stakeholders on domain expertise of loyalty, consumer marketing and brand marketing •Manage resource productivity to deliver within timelines and budget
Related years of experience: 10+ years’ experience in commercial or strategic partnerships, preferably with loyalty industry knowledge and experience in business development.
YOE in managerial positions: Min of 2+ years of managerial experience.
Field of Experience: Loyalty Programs, Loyalty Marketing, Campaign Management, Customer Communication, Digital Marketing
Technical and Interpersonal Skills: •Strong leadership skills with the ability to build relationships cross-functionally and to influence and build consensus among teams; strong interpersonal skills. •Proven experience in leading marketing campaigns which have delivered growth and positive ROI at strategic programme level and campaign level. •Track record of driving results through cross-functional collaboration •Strong understanding of business objectives, data analytics, and ability to build action plans and finance business to meet objectives.
Qualifications: Bachelor’s degree in Marketing/Business Administration
