VP – Loyalty Operations

JOB PURPOSE

Lead the operational strategy of the programme as part of the overall loyalty strategy and execute according to scope, service level, operating procedures and cost, to drive short and long term financial and operational goals. Design and lead the strategic development of loyalty product and product roadmap. Management and continuous improvement of the loyalty platform technology operating environment. Working across the digital product lifecycle, this position is accountable for delivering key, prioritized parts of the digital loyalty strategy guided by customer, commercial and technical innovations. This position will also measure the product post-launch to ensure efficiency, customer adoption and satisfaction.

Note: This role is for a UAE national only.

ROLES AND RESPONSIBILITIES

Strategic Responsibilities

1. Responsible for creating a seamless and personalized digital experience through the loyalty programme, that is engaging, valuable and fun for members across product management, ecommerce and user experience.
2. Partner with Technology and Digital Products teams to provide guidance and recommendations to drive loyalty innovation and growth based on the programme’s road map timing.
3. Deliver and update the multi-year digital loyalty roadmap, including digital customer journey, benefits, customer KPIs and drive new and dynamic digital initiatives to our existing base of members while reaching out to new prospect members.
4. Deliver a point of view on best-in-class digital loyalty practices and technologies, based on customer insights, customer-level testing and analytics and market and competitive data with the goal of driving incremental customer loyalty and financial value.
5. Formulate and enhance the digital strategy by staying up to date on Loyalty technologies and trends.

Functional Responsibilities

1. Define and manage the Darna loyalty offer(s), including program structure, roadmap, benefits, program offer expense management, as well as implementing and managing the data architecture systems needed to support long-term goals.
2. Champion the digital loyalty roadmap and prioritization of new features; provide input to the annual product lifecycles including roadmap, backlog grooming and launch as well as the enhancement and extensibility of existing loyalty products and services.
3. In line with the loyalty programme strategy and design, seek out and exploit digital loyalty programme development opportunities, innovation and gamification to drive customer acquisition and penetration within the business portfolios.
4. Conceptualize and launch loyalty digital platforms and initiatives, from business case development, user story creation, prototyping and piloting, through activation.
5. Work closely with stakeholders to ensure all dependencies and impediments are understood so new features can be released in a timely manner: Highlight product features and improvements in a manner clearly understandable to the development team; Drive sprint planning and demo meetings to track and monitor sprint achievement, as well as to scrum team; Define and execute go-to-market strategies for the digital loyalty initiatives across all participating brands and markets; and training plans, working with marketing, operations, change management and development teams.
6. Collaborate with IT to develop appropriate capital budget investments to support and grow the digital initiatives of loyalty programme.
7. Work with project teams and sub-teams to develop and implement digital loyalty enhancements and products. Manages these projects in accordance with loyalty programme’s established program methodologies. Ensures that multiple projects meet specified timelines and deliver expected results.

People Development

1. Guide and motivate subordinates to enhance performance and produce quality work, and ensure that they are continuously developed for higher level roles.
2. Coach and mentor the team and stakeholders on domain expertise of loyalty, consumer marketing and brand marketing.

QUALIFICATION AND EXPERIENCE

1. Post-graduate degree in Marketing/Business Administration.

RELATED YEAR OF EXPERIENCE:

1. 15+ years’ experience in commercial or strategic partnerships, preferably with loyalty industry knowledge and experience in business development.

YOE IN MANAGERIAL POSITION

1. Min of 6 years in a managerial position.

FIELD OF EXPERIENCE

1. Loyalty Programs, CRM, Platforms, Mobile App Roadmap, Loyalty Digital Platforms.

TECHNICAL AND INTERPERSONAL SKILLS

1. Experience integrating and aligning Customer Relationship Management platform functionality with business processes.
2. Strong technical product management background, with demonstrated experience leading cross-functional technology projects.
3. Experience writing user stories and using product management and development tracking tools.
4. Proven multi-channel marketing experience with heavy emphasis on online and offline channels.
5. Experience working in various development environments.