Senior Vice President – Loyalty

JOB PURPOSE

Lead the development and management of Aldar’s Loyalty strategy. This role will own the commercial strategy including loyalty programme and currency design, role of earn/burn and tiering, member lifestyle and lifecycle, Aldar & Non-Aldar (including credit card) partnership ecosystem strategy, integration within digital strategy & experience, P&L and long-term financials. The incumbent will be responsible for defining a lifestyle/lifecycle strategy and member journey informed by a strong commerce/marketplace approach. This role will collaborate with internal stakeholders and loyalty technology vendors to ensure loyalty ecosystem generates demand and eliminate unsustainable operational complexities.

ROLES AND RESPONSIBILITIES

1. Strategic Responsibilities: Business Wide Strategic Loyalty Leadership to ensure that we maintain our focus on bringing the best that Darna has to offer - augmenting loyalty services with a collaborative approach with the wider Aldar Business Units and Aldar External partners.
2. Long-term Strategic Direction, Annual Business Planning & Setting Department Targets: Development of Loyalty Business Strategy which also identifies cross business unit opportunities and where appropriate Aldar strategic collaboration. Define and develop the customer loyalty vision, key strategies, and roadmap.
3. Drive and deliver on Loyalty Customer Strategy: loyalty consultancy, product development, program design, rewards and benefits structure, technology platforms, data and analytics, strategic partnerships and multi-channel marketing campaign management.
4. Commercial Ownership: P&L ownership for revenue growth, budgets and programme performance management to expand revenue channels with existing and new loyalty solutions, proactively managing programme risks.
5. Lead the financial management of Co-Brand programs: Loyalty partnerships and emerging businesses, including ongoing program governance, budgeting, forecasting, reporting and performance analysis; ensures accuracy and completeness of financial information, explains trends and/or variances, and develops and implements actionable recommendations, responds to and addresses identified business challenges and opportunities.
6. Collaborate with business teams: C-suite stakeholder management at regional and corporate level to enhance the quality and value of loyalty ecosystem.
7. Develop new business and relationships: to maximize the value of loyalty portfolio – programs, co-brand card value proposition and marketing channels in line with Group Digital Future Strategy & Roadmap.
8. Provide strategic advice and thought leadership: by distilling loyalty customer experiences into valuable content and methodologies that can be leveraged across the organization, in collaboration with GDF’s technology and digital solution leaders.
9. Strategic Development by Business Unit: To work with the business unit Leadership Teams to ensure that we have a robust loyalty growth strategy that is diverse and evolving ahead of market conditions. To ensure that the business unit strategies have clear targets and ownership and are reviewed as part of the quarterly business forecast reviews.

Functional Responsibilities:

1. Marketing: Overall accountability of marketing (promotions and offer management) strategy that will increase acquisitions, increase activity levels and retain members in addition to driving campaign revenues and incremental member spends.
2. Partnerships: Maximize revenue and market share through the strategic partnership model of loyalty programme; Development of annual business plans and ROI for new partners; Lead customer engagement specifically for credit card partnership and programme revenue from partnership activities.
3. Operations: Overall accountability of all operational management of loyalty programme across Aldar including creation and delivery of short-, medium- and long-term business plan and end-to-end business development and growth activities. Financial planning and ownership of operating budgets and accounting methodology to manage the financial performance of the programme.

Team Leadership & Development:

1. Provide leadership, guidance, and mentorship to loyalty department professionals, fostering a collaborative and high-performing work environment.
2. Conduct regular performance evaluations, provide constructive feedback, and identify opportunities for skill development and growth.
3. Develop and empower team members through formal and informal feedback ensuring training and development needs are identified and developed.
4. Communicate any organizational changes and mitigate risks through effective change management.
5. Provide thought leadership and domain expertise for team and all stakeholders.

QUALIFICATION AND EXPERIENCE

1. MBA in Marketing, or related field is preferred.

RELATED YEAR OF EXPERIENCE:

1. Min of 12+ years of experience with 10+ years of Loyalty & CRM experience in fields related to multiple businesses.

YOE IN MANAGERIAL POSITION:

1. Min of 4+ years in a managerial position.

TECHNICAL AND INTERPERSONAL SKILLS:

1. Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform, and motivate.
2. Able to identify and work with affiliates and lead generation companies.
3. Able to establish partnerships with key digital companies.
4. Excellent communication and writing/presentation skills.