Consumer Loyalty Representative

2 weeks ago

Abu Dhabi, United Arab Emirates ALDAR Full time
Roles and responsibilities

Lead the development and managementof Aldar’s Loyalty strategy. This role will own thecommercial strategy including loyalty programme and currencydesign, role of earn/burn and tiering, member lifestyle andlifecycle, Aldar & Non-Aldar (including credit card)partnership ecosystem strategy, integration within digital strategy& experience, P&L and long-term financials. Theincumbent will be responsible for defining a lifestyle/lifecyclestrategy and member journey informed by a strongcommerce/marketplace approach. This role will collaborate withinternal stakeholders and loyalty technology vendors to ensureloyalty ecosystem generates demand and eliminate unsustainableoperational complexities.

RolesAnd Responsibilities

StrategicResponsibilities: Business Wide Strategic Loyalty Leadership toensure that we maintain our focus on bringing the best that Darnahas to offer - augmenting loyalty services with a collaborativeapproach with the wider Aldar Business Units and Aldar Externalpartners.

  • Long-termStrategic Direction, Annual Business Planning & SettingDepartment Targets: Development of Loyalty Business Strategy whichalso identifies cross business unit opportunities and whereappropriate Aldar strategic collaboration. Define and develop thecustomer loyalty vision, key strategies, androadmap.

Driveand deliver on Loyalty Customer Strategy - loyalty consultancy,product development, program design, rewards and benefitsstructure, technology platforms, data and analytics, strategicpartnerships and multi-channel marketing campaignmanagement

  • CommercialOwnership: P&L ownership for revenue growth, budgets andprogramme performance management to expand revenue channels withexisting and new loyalty solutions, proactively managing programmerisks
  • Lead the financial management of Co-Brandprograms, Loyalty partnerships and emerging businesses, includingongoing program governance, budgeting, forecasting, reporting andperformance analysis; ensures accuracy and completeness offinancial information, explains trends and/or variances, anddevelops and implements actionable recommendations, responds to andaddresses identified business challenges andopportunities.
  • Collaborate with business teams,C-suite stakeholder management at regional and corporate level toenhance the quality and value of loyaltyecosystem
  • Develop new business andrelationships to maximize the value of loyalty portfolio– programs, co-brand card value proposition and marketingchannels in line with Group Digital Future Strategy &Roadmap
  • Provide strategic advice and thoughtleadership by distilling loyalty customer experiences into valuablecontent and methodologies that can be leveraged across theorganization, in collaboration with GDF’s technology anddigital solution leaders.
  • Strategic Developmentby Business Unit: To work with the business unit Leadership Teamsto ensure that we have a robust loyalty growth strategy that isdiverse and evolving ahead of market conditions. To ensure that thebusiness unit strategies have clear targets and ownership and arereviewed as part of the quarterly business forecastreviews.

Desired candidate profile

  • Marketing: Overall accountability ofmarketing (promotions and offer management) strategy that willincrease acquisitions, increase activity levels and retain membersin addition to driving campaign revenues and incremental memberspends.
  • Partnerships: Maximize revenue andmarket share through the strategic partnership model of loyaltyprogramme; Development of annual business plans and ROI for newpartners; Lead customer engagement specifically for credit cardpartnership and programme revenue from partnershipactivities
  • Operations: Overall accountabilityof all operational management of loyalty programme across Aldarincluding creation and delivery of short-, medium- and long-termbusiness plan and end-to-end business development and growthactivities. Financial planning and ownership of operating budgetsand accounting methodology to manage the financial performance ofthe programme

Team Leadership &Development

  • Provide leadership,guidance, and mentorship to loyalty department professionals,fostering a collaborative and high-performing workenvironment.
  • Conduct regular performanceevaluations, provide constructive feedback, and identifyopportunities for skill development andgrowth.
  • Develop and empowers team membersthough formal and informal feedback ensuring training anddevelopment needs are identified anddeveloped.
  • Communicate any organizationalchanges and mitigate risks through effective changemanagement.
  • Provide thought leadership anddomain expertise for team and allstakeholders

Qualification AndExperience

  • MBA inMarketing, or related field is preferred.

RELATED YEAR OFEXPERIENCE:

  • Min of 12+ years ofexperience with 10+ years of Loyalty & CRM experience infields related to multiple businesses

YOE IN MANAGERIALPOSITION

  • Min of 4+ years in amanagerial position.

Technical AndInterpersonalSkills

  • Highly creativewith experience in identifying target audiences and devisingdigital campaigns that engage, inform, andmotivate
  • Able to identify and work withaffiliates and lead generation companies
  • Ableto establish partnerships with key digitalcompanies
  • Excellent communication andwriting/presentation skills

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