Vice President Product

3 days ago


Dubai, United Arab Emirates The Emirates Group Full time

Job Purpose: In collaboration with DSVP Skywards, develop the programme's medium and long term strategy. Oversee, design and optimise the Skywards tiers and customer proposition parameters, flight earning on EK and FZ, flight rewards, upgrades and programme benefits. Develop, implement and leverage new Skywards products aimed at increasing member engagement. Drive activation for mass segments and increase commercial performance across elite, high value segments. Job Outline: - Develop, in close collaboration with DSVP Skywards, the medium and short term strategy for the loyalty programme. - Design and manage compelling, personalised and relevant propositions that drive enhanced advocacy, engagement and loyalty, and provide support and guidance to product and segment specialists within the teams. - Ensure a creative, innovation centric approach to product development and establish industry first / best practice offerings and experiences that enhance and build on the position of EK as an industry leader. - Determine and oversee the end to end proposition and programme utilisation within key segments and clusters. Define optimal execution processes and approaches that will maximise programme usage and increase spend within each tier. - Define customer value propositions (Earn / Rewards / Benefits). Set programme parameters (accrual rates, redemption rates, tier attainment etc.) to enable propositions, that maximise member loyalty whilst ensuring the optimisation of programme economics and profitability. - Identify trends and recommend product enhancements to maximise programme competitiveness and appeal. Scope, model and implement new products aimed at increasing member engagement and enhanced commercial revenue performance from members. - Drive product ancillary revenue and sustain high margin revenue growth with the introduction of new products and the optimisation of the existing ones. - Identify global best practice across multiple industries and define means to adapt and execute for Skywards. Continually develop and enhance the programme to keep it fresh and ahead of competitor offerings. This involves establishing high level contacts with airlines and loyalty consultants to keep up to date with the industry trends and best practise. - Manage the Skywards elite members to grow the travels and long-term retention within this high-value group. This includes the regular management of member lists and additional new/expiring IO members, Platinum member changes and tier nominations/status match. Manage Skywards Exclusives offering including complimentary invites. Address special segments, including VIP and diaspora communities to extract further advocacy/loyalty to Emirates. - Manage and direct a strong and effective team, ensuring that collaboration and team effectiveness are focus areas, and ensuring the operating model maximises opportunities for, and the strengths of, the team. Establish ongoing team development opportunities to ensure they are up to date with emerging technologies and trends, and are able to optimise opportunities accordingly.
Qualifications & Experience: Education: - Degree or Honours (12+3 or equivalent) Experience: - Commercial/Sales.Other : 12+ Years - Experience in the airline or service industry of which a minimum of 5 years as a functional head developing and implementing strategies. - Experience in managing and designing innovative and industry first products that drive engagement and loyalty across a brand. Knowledge/skills: - Understanding of product design in the digital and customer age. - Strong analytical and business case modelling skills. - Excellent communication skills. Leadership Role : YES


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