Assistant Vice President - Loyalty Marketing

Job Purpose

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.

Related Years Of Experience

Technical And Interpersonal Skills

• Strong expertise in paid media, digital performance marketing, and marketing technology platforms (e.g., Google Ads, Meta, programmatic platforms, CRM/CDP environments).
• Proven experience managing digital media budgets and optimizing campaigns using data-driven methodologies.
• Experience with marketing attribution models, audience segmentation, and digital funnel optimization.
• Strong leadership skills with the ability to build relationships cross-functionally and to influence and build consensus among teams.
• Proven experience in defining marketing strategies and leading marketing campaigns which have delivered growth and positive ROI at strategic program level and campaign level.
• Track record of driving results through cross-functional collaboration
• Deep understanding of business objectives, advanced analytics, and the ability to develop and fund actionable plans to drive results.
• Skilled in leveraging data-driven marketing strategies, measuring ROI, and applying complex analytical methods.

Qualification