Loyalty Marketing Manager

Job description / Role

Loyalty Marketing Manager- Chalhoub Group

The Chalhoub Group is the leading partner for luxury across the Middle East since 1955. As an expert in retail, distribution and marketing services based in Dubai, the Group has become a major player in the beauty, fashion and gift sectors regionally. By blending its Middle East expertise and intimate knowledge of luxury, the Chalhoub Group is building brands in the region, by offering service excellence to all its partners and a unique experience to its customers through its passionate teams.

We are currently looking for a Loyalty Marketing Manager to join us in this continued mission.

What You'll Do:

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.
- Plan big quarterly campaigns and tactical campaigns from start to finish, including onboarding brands, updating collaterals, marketing plan and activation ideas, campaign rollout and media planning, creative and content management, in-store activation and devising training content and member FAQ's.
- 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 increases engagement and financial performance. Accountable to deliver fully tested campaigns and initiatives to teams for acceptance.
- Ensure consistency and efficiency of the loyalty programme across brands and lifecycle messaging
- Manage campaign photo shoots and adhere to brand guidelines

Internal Marketing and Training

- Responsible for internal marketing tool kits and creation of training presentation master for rolling out loyalty programme across various brands
- Develop 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 partners
- 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 Reviews

- Conduct business review meetings with key focus on marketing activation, ROI and results achieved
- Measure, report, refine and optimise 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 monthly repository of all love communications sent to CRM and Loyalty database

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 aer kept in the loop for marketing activations
- Seek necessary approvals for campaign deployment and budget management

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
- Utilize insights and segmentation like lifetime value scoring, segmentation and churn modelling to personalize the customer experience

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
- Weekly meetings to keep track on vendors and ongoing projects
- Work closely with marketing manager and brands to motivate and put loyalty in the forefront of brand activations

Requirements

What you need to succeed in this role

- Minimum 6 years' experience in relevant marketing/ agency leadership role
- Outstanding attention to detail, time management and organisational skills
- Proven experience in handling multiple campaigns across multiple channels
- Good understanding on digital marketing including and not limited to social, paid, display, search engine etc. as well as digital platforms and technologies
- Exceptional interpersonal and people management skills, highly collaborative in nature
- Comfortable working across different time zones and territories
- MS Office - especially Microsoft Excel
- Multi-lingual - fluent in English. Arabic is a plus

Other skills needed for this role:

- 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
- Attention to detail and ability to apply big picture thinking
- Multi task and know what the priorities are and keep various teams engaged with ongoing projects
- Project management and successful delivery in time and on budget
- Be a people's person and get the best out of the team and vendors

Ready to join our exciting transformation to become a hybrid retailer, bringing luxury experiences to the fingertips of our customers everywhere? Now's your chance. By being part of our journey here at Chalhoub Group, you can make a real impact on customers and some of the finest brands in the world. In return, you'll have everything you need to innovate your career.

What we can offer you

We will help shape your journey with us through enriching experiences, learning and development opportunities and exposure to different assignments within your role or through internal mobility.

Our Group offers the opportunity to support careers that may span different teams, different job roles, different categories and even different countries. We offer diverse career paths for those who show drive and passion as well as the desire to learn and grow.

Amazing benefits

We recognise the value that you bring, and we strive to provide a competitive benefits package which includes health care, life insurance, child education contribution & exclusive employee discounts.

About the Company

The Chalhoub Group is the leading partner for luxury across the Middle East since 1955. As an expert in retail, distribution and marketing services based in Dubai, the group has become a major player in the fashion, beauty and gift sectors regionally.

By blending its Middle East expertise and intimate knowledge of luxury, Chalhoub Group is building brands in the region, by offering service excellence to all its partners and a unique experience to its customers through its passionate teams.

With a growing workforce of more than 9,000 people, implemented in 14 countries, as well as the operating of over 470 retail outlets, the group's success is attributed to its most valued asset of highly skilled and dedicated teams. Professionalism and passion are what fuel the Chalhoub Group's competitive edge in today's market.

By being committed to implementing sustainable practices into their business, the Chalhoub Group has been awarded in 2013 the CSR Label from the Dubai Chamber of Commerce.