Head of Loyalty

7 months ago

Abu Dhabi, United Arab Emirates Farah Experiences Full time

**Job Overview**

The Head of Loyalty will drive all strategic marketing initiatives and long-term business growth across all theme-park/attraction(s). All marketing efforts to focus on exceeding commercial objectives, meeting forecast sales targets, revenue and per cap budgets. Performance will also be measured against marketing return of investment (ROI), brand performance and commercial metrics, as well as Annual Pass member guest satisfaction results.Working closely with the Loyalty Director, the Head of Loyalty will develop the customer journey masterplan, Loyalty Product strategy, and customer engagement strategy alongside supporting the Head of Brand(s) to deliver function specific strategic plans that align with the wider marketing and business strategic intent.

**Job Scope**

**Strategic Relationship Management**
- Manage the relationships of existing Annual Pass partners. Drive activity outside of the current agreements that will increase brand awareness and/or drive attendance volume for the business, in-line with Miral group expectations.

**Overall Strategy, Business Growth and Insight**
- Develop mid-long term strategy for the theme park/attraction(s) loyalty products, with the objective of business growth (revenue, per-cap, attendance).
- Develop the Multi-Asset Strategy for the theme park/attraction(s) loyalty products that can support the future growth of the business.
- Develop long-term product strategy in partnership with the Revenue Management team, with the objective of business growth (revenue, per-cap, attendance).
- Develop the B2B Product Strategy that will assist in driving the overall Sales Strategy of loyalty products to the domestic market, with defined objectives of growth for each sales sub-segment across Travel and Trade, Corporate, Government, Schools and Events.
- Develop Yas Annual Pass partner integration strategy to ensure consistent passholder benefits, with the objective of business growth (revenue, per-cap, attendance) and increasing retention rates.
- Drive loyalty products consumer insights strategy, working closely with the insights team across Miral group to ensure an integrated approach.
- Support the Head of Brand integration(s) to develop a brand and audience segmented content strategy with the objective of increasing brand strength (salience, awareness, consideration, and brand buzz) across the loyalty product portfolio..
- Constant focus on competitor movement, locally, regionally and globally.
- Lead on Yas Annual Pass reporting from Sales & Marketing on Loyalty Product KPIs, work with the Business Intelligence team to ensure accurate reporting across all segments.

**Loyalty & Annual Pass**:

- Develop the Annual Pass & Loyalty Strategy for the theme park/attraction(s) and deliver on Annual Pass budgeted attendance numbers, sales revenue and yield targets.
- Support the Annual Pass Communication Strategy that will encourage repeat visitation and increase incremental in-park spend. Initiatives to include enhancing the Annual Pass Guest journey, from online to in-park, development of exclusive events and in-park discounts that will reward and elevate loyalty toward Yas Islands brands
- Work closely with the Revenue Management and Business Insights team to ensure accurate understanding of Annual Pass numbers and revenue per product type. Insights to focus on forecasting annual pass expirations as well as utilize the numbers to analyze future revenue opportunities.
- Develop the ability to monitor Annual Pass Member satisfaction, working with Guest Services, theme park/attraction(s) Operation teams, IT and Business Insights teams
- Lead on the management of Annual Pass Member issues/complaints/questions, working closely with Yas Concierge to ensure all enquiries are closed successfully.
- Work closely with Operations, Guest Services and IT to ensure all Annual Pass sales, renewals, offers are set-up and executed properly.
- Lead the Annual Pass Committee including all relevant parties across the business involved in Annual Pass initiatives to ensure cross-departmental ownership of the product.
- Lead on integrating loyalty schemes across the wider business including Miral group, sponsors, and partners.

**Team Management**:

- Ensure that internal policies and processes are followed and adhered to at all times

**Commercial, Budget & Reporting**:

- Drive theme park/attraction(s) attendance, revenue and per cap to meet annual business forecast across all segments.
- Create other reports and document as required.

**To be considered for this role, you will need to have**:
**Essential**:

- A natural team player with a confident, assertive and approachable personality
- Commercially astute, data-driven and results oriented
- Highly deadline driven
- Resourceful, pro-active and innovative thinker
- Strong project management skills
- Ability to navigate a busy and challenging environment
- Strong presentation skills in both public speaking and PowerPoint format
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