CRM & Loyalty Manager

4 weeks ago

Dubai, United Arab Emirates Sephora Full time

**TITLE**:
**CRM & Loyalty Manager**

**REPORTING TO**:
**Marketing Director**

**LOCATION**:
**Dubai**

**POSITION PURPOSE**
- Own overall Customer Loyalty Strategy for Sephora Middle East
- Provide expertise and leadership to define and implement customer loyalty strategies that successfully build profitable, long-term customer relationships across all channels.
- Partner with cross-functional teams, business partners, and channel execution groups to define and design an impactful promise for the loyalty program, and to ensure proper implementation, activation and measurements are in place.
- Lead the development of experience and communications strategies rooted in business and brand goals, customer data and channel-level best practices.
- Provide strategic direction into the data and technology needed to support the implementation and execution of the loyalty strategy and specific program management.

**OUR MANIFESTO**

**At Sephora, we stand together, and we stand for something more. For empowerment, for exploration, for the opportunity to impact people’s lives through the unlimited power of beauty. We embrace uniqueness, unleash creativity, and pursue progress every day. Sparked by energy and excitement, our passion is contagious. We are united by a common goal - to reimagine the future of beauty.**

**Reimagine your future, with Sephora.**

Beauty & Beyond:
We reimagine beauty by inspiring our customers, empowering people and helping them become the best versions of themselves.

Creativity Unleashed:
We encourage exploration, innovation and having fun.

Endless Evolution:
At Sephora you are empowered to choose your own path and accelerate your growth.

Boldly Authentic:
We celebrate diversity and embrace your unique and winning spirit.

**KEY ACCOUNTABILITIES**

**Strategy***
- Lead the development and execution of CRM strategy and function, including data gathering and quality, database understanding, targeting, marketing deployment and loyalty program enhancement and management.
- Evolve loyalty program to be a powerful loyalty driver that is consistent with the vision of the brand
- Drive strategic decision making through effective communication at a senior management level
- Support cross functional initiatives by serving as a thought leader across the company, providing consultation and best practices for CRM and customer engagement.
- Define key priorities for implementation and technologies needed and build data supported Business cases for strategic solutions
- Lead strategy roadmap and end-to-end execution of lifecycle campaigns to increase conversion and success against KPIs by leveraging channels
- Establish strong relationship with Products, Data science, Design, and other counterparts, collaborate on prioritization for roadmap and resolve dependencies

**Customer Insight**
- Set KPIs targets and assess the impact of CRM project short and long term
- Conduct market research in partnership with the central team to better understand new consumer expectations and rework the loyalty promise accordingly
- Prioritize and scope analysis request from cross functional teams (Marketing, retail, e-commerce) to ensure the right level of support is provided in a timely way (store cannibalization, retention of B&M customers online during lockdown )
- Establish analytics and reporting structure to educate other leaders about customers and CRM tactics
- Drive analysis of customer value and behavior data to produce actionable insights to embed onto life cycle campaigns that drive business strategies and value

**Loyalty Program**
- Define and manage the SBP marketing plan / calendar including all activations and brand priorities in partnership with omnichannel and category teams ensuring smooth coordination with external and internal teams.
- Manage all aspects of marketing, media planning and PR related to the Loyalty program as well as the execution of the related direct marketing campaigns (target, offer )
- Interpret campaign performance data and turn them into actionable business insights and communication guidelines
- Build story telling for the brands using reports to show the profitability of participating/ contributing to the loyalty program gifts
- Partner with Category Managers teams to lead the negotiation with brand suppliers on gifting and offers that will be used for the program
- Monitor closely on all the plans implementation, schedule and activities for all markets and offers to guarantee the consistency and right the image of SBP in all materials.
- Develop Beauty Pass members experiences that money can’t buy and leverage on personalization to create unique customer journey to pamper our best members and grow their engagement.
- Build the brand love for the loyalty program buy building a strong promise and communicating loudly about the perks.

**Team Structure & Talent Management**
- Recommend appropriate organizational, budgetary and resource changes as needed.
- Develop key struc

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