Loyalty Manager

• Reporting line: AVP, Loyalty & Partnerships

JOB PURPOSE

• Campaign configuration and testing: Setup and implementation of the product specific parameter updates and documentation of the system changes being executed for BAU spending, acquisition and.
• Financial impact monitoring: Monitor new rewards costs against projections and prior period costs to indicate engagement and profitability.
• Cost optimization review: Conduct monthly evaluation of costs against spend and acquisition targets and highlight areas of concern leading to significant expenses without ROI.
• Card specific engagement: Drive category wise spend outcomes for the planned loyalty propositions on the specific cards launched to maximize customer participation.
• User experience enhancement: Review opportunities to uplift UI/UX in lines with the new card CVPs, manage specific theme-based games and tactical rewards boosters for in app engagement.
• Documentation and Audit: Maintain and update documentation on system changes, test results and sign off and migration setup.

Core Responsibilities

• Campaign Configuration and testing
• Execute spend and acquisition system setup in the loyalty system.
• Conduct end to end testing strategy for execution in the loyalty system.
• Develop and execute test case to ensure accuracy of new campaign components.
• Present test strategy execution for business for approval to obtain sign off pre go live.
• Monitor the monthly financial performance of the new loyalty propositions for each card product.
• Compare the financial impact against the business case metrics to ensure programs are delivering outcomes and ROI.
• Forecast budgets based on actuals and projections for in year contra costs estimates.

Cost Optimization and ROI monitoring

• Conduct monthly evaluation on the loyalty costs and identify opportunities for optimization.
• Monitor returns on rewards cost by assessing growth in spend and acquisition rates.
• Implement engagement strategies to drive necessary category wise spend outcomes for the planned loyalty propositions.
• Align on engagement strategies with each product owner (visa & master, core & co-brand) to maximize customer participation in target spending categories.
• Work closely with digital and marketing to ensure success through communication in driving the desired customer behaviour.

User Experience Enhancement

• Review user experience related to loyalty programs and implement dynamic redemption for each card type based on CVP.
• Present relevant redemption options based on customer segment, persona and card holding.
• Implement card specific gamification strategies to drive increased app usage and improve customer interaction with the loyalty propositions.

Documentation and Audit

• Maintain detailed documentation of all changes applied to the loyalty system and migration mapping/ BIN and rule table masters.
• Record all test case evidence of campaign functionality & monitor post go live performance and capping rules as a verification mechanism on GL costs allocated monthly.
• Conduct post implementation audits to ensure the new programs are functioning as planned and remediate any gaps identified.
• Ensure that all the communications and activities comply to FAB Marketing standards and legal and compliance policies.
• Proficiency in loyalty program management tools/ CRM/ financial reporting.

KEY PERFORMANCE INDICATORS

• Timely and error free implementation of loyalty campaigns setup.
• Meeting / exceeding business case metrics for loyalty propositions.
• Reductions in cost without impacting customer satisfaction or engagement.
• ROI on rewards through growth in spend and acquisition.
• Achievement of category driven engagement.
• Successful development, execution and documentation.

QUALIFICATIONS, EXPERIENCE, SKILLS AND COMPETENCIES

Threshold Qualifications

• Bachelors / Masters degree in business administration, IT, finance, banking or a related major field of study. Experience with Collinson XLS loyalty engine or similar loyalty system management background. Solid understanding of cards business and enterprise wide products to execute successful test strategies.

Years & Nature of Experience

• Minimum of 3-5 years of experience in the banking / financial industry. Strong financial acumen and technical knowledge.