Assistant Vice President - Loyalty Marketing
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Key skills for this role
About the Role
Manage loyalty marketing strategy, oversee budget and campaigns, drive customer engagement, and utilize data analytics for performance improvement.
Key Skills for This Role
Full Job Posting
Strategic Responsibilities
- Own marketing strategy and execution for selected priority verticals, ensuring deep vertical alignment, strong stakeholder engagement, and delivery of measurable commercial outcomes.
- Own the loyalty marketing P&L for selected verticals, overseeing budget planning, allocation, and financial forecasting.
- Evaluate and prioritize marketing initiatives based on ROI, business impact, and strategic objectives alignment.
- Develop and deliver multi-channel integrated loyalty campaigns in collaboration with key stakeholders, ensuring effective and efficient execution of the marketing plan, while also supporting ad-hoc campaign requests and planning as needed.
- Conceptualize and execute strategic loyalty points offers in partnership with internal and external teams, leveraging data analytics and KPIs to optimize acquisition, activation, and retention.
- Drive higher activation rates and incremental revenue by implementing and refining lifecycle marketing programs and enhancing BAU campaign targeting.
- Partner closely with marketing leaders across assigned verticals, acting as the primary loyalty marketing lead for those areas while ensuring alignment with the broader loyalty program strategy.
- Ensure the loyalty program brand is infused across all touch points of Aldar, Joint Ventures and Third-party partnerships.
Functional Responsibilities
- Develop industry-leading personalized customer journeys to deepen the relationship with Darna members, including customer needs, messaging strategy, offer strategy, and engagement timing.
- Drive, communications and product marketing, and new customer generation.
- Responsible for customer-centric and data-driven strategies, including the planning, execution, and optimization of paid media, digital performance marketing, and owned and earned channels to drive acquisition, engagement, and conversion.
- Lead paid media and digital marketing strategy across performance channels (e.g., search, social, display, programmatic, app marketing), ensuring strong ROI, optimized spend allocation, and continuous performance improvement.
- Drive performance marketing capability including campaign targeting, attribution modelling, media optimization, and budget allocation across digital channels.
- Create improvements for all key customer metrics: cross sell, customer migration, lifetime value.
- Align customer touchpoints with targeted communications tailored to defined segments and campaign objectives.
- Prepare and manage annual budgets, ensuring efficient spend and profitability.
- Ensure all marketing activities comply with legal, regulatory, and data privacy requirements.
- Work closely with operations team to establish controls to ensure program integrity, fraud prevention, and fair usage of rewards.
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