CRM and Marketing

• Develop annual and monthly marketing calendars including offers to drive programme objectives like acquisition, retention, engagement and revenue generation across CRM and digital activation channels.
• Integration and maintenance of brand marketing calendars to loyalty comms calendar.
• Own and drive all marketing and customer-facing content and collaterals for the loyalty programme, ensuring these are on brand and within the group guidelines.
• Accountable for strategic campaign planning across multiple communications channels and platforms - including website, mobile app and push, email, SMS, social, fulfilment, DM and other digital channels.
• Devise brand strategy and promotion tactics through PR, influencers and social channels.
• Develop and maintain customer experience and loyalty program strategic and tactical roadmap designed to increase the relevance of our personalized communication with our customers.
• Align communication activities across brand and programme level in order to manage frequency of communications to customer and loyalty base in a templatised manner.
• Create campaign business case, KPI’s and ROI modelling for approval on marketing concepts.
• Manage marketing budget utilization and forecast.
• Work with digital agencies to boost online presence of the programme across social, paid media and others.
• Ensure loyalty programme is embedded at a brand level across all communications – online and offline.
• Planning of loyalty lifecycle communication across various touchpoints and ensuring these are refreshed based on test and learn methodology.
• Ensure essential programme triggers are in place via website, email, mobile app and push and other direct communication channels.
• Develop and improve the CRM infrastructure and setup of solutions for automation, insight analysis, dynamic content production and personalisation.
• Conducting CRM and digital marketing best practice training sessions for peers and wider team.
• Monitor competitor CRM and loyalty programs, testing and adopting best practices to continuously improve program performance and value.
• Update content across website and app to ensure these feature latest offers and updates.
• Review content and act as a custodian to the brand guidelines.
• Coordinate work across teams to deliver new roadmap programs and experiences. Manages the development, testing and implementation of new solutions that increase engagement and financial performance. Accountable to deliver fully
tested campaigns and initiatives to teams for acceptance.

Internal Marketing and Training

• Responsible for internal marketing toolkits and creation of training presentation master for rolling out loyalty programme across various brands.
• Develop the point of sale activations as well as brand specific activations to promote the loyalty programme in store.
• Work closely with internal teams to maintain repository of digital assets and supply digital collaterals in sizes specified.
• Develop staff incentive tactical plans to drive program objectives like acquisition, engagement, retention.
• Work closely with Partnerships Manager to create marketing activations pertaining to each partner.
• Work closely with Business heads and Brand Marketing Managers to support business needs as well as leverage brand-level marketing initiatives to promote and drive loyalty programme.
• Work closely with Marketing Managers to feed in promotions and campaigns to the marketing calendar.

Business Processes

• On-going account administration, documenting processes and submission of marketing budgets and forecast invoicing financial admin, reconciliation and forecasts.
• Understanding capabilities of various technologies and tools.
• Ensure finance, business heads, IT, marketing, group loyalty and various key stakeholders are kept in the loop for marketing activations.
• Seek necessary approvals for campaign deployment and budget management.

Business Reviews

• Conduct business review meetings with the key focus on marketing activation, ROI and results achieved.
• Measure, report, refine and optimize marketing activity including content, creative and segmentation model for member communications.
• Set Marketing KPI’s for each campaign and work with analysts to complete Post Campaign Analysis.
• Maintain a monthly repository of all love communications sent to CRM and Loyalty database.

Data

• Partner with customer insights and customer analysis teams to identify customer segment opportunities, must-win moments and potential loyalty innovations.
• Analyzing member data from the loyalty CRM based on the member spends and presenting the members shopping behaviour to concepts and territories.
• Working with the Data Analytics team on setting campaign KPI’s, producing strategic outputs and evaluation reports.

Vendor & People Management

• Directly manage the analytics and campaign executives.
• Manage vendors and ensure delivery is managed as per scope – including loyalty, campaign, media and marketing agencies.
• Provide leadership and personal development to the team.
• Guide, develop and support the team to division and company goals including regular reviews and WIP updates.
• Work closely with marketing manager and brands to motivate and put loyalty in the forefront of brand activations.

• Minimum 6 years’ experience in relevant marketing/ agency leadership role.
• Outstanding attention to detail, time management, and organizational skills.
• Proven experience in handling multiple campaigns across multiple channels.
• Good understanding of digital marketing including and not limited to social, paid, display, search engine etc.
as well as digital platforms and technologies.
• Approachable attitude, team player, agile and can-do attitude to create and be part a new department and
willing to go above and beyond your role.
• Proactive, committed and capable of taking lead.
• Strong verbal and written communication skills.
• Exceptional interpersonal and people management skills, highly collaborative in nature.
• Comfortable working across different time zones and territories.
• Experience in MS Office especially Microsoft Excel.
• Multi-lingual fluent in English. Arabic is a plus.
• Multi-task and know what the priorities are and keep various teams engaged with ongoing projects.