Senior CVM & Commercial Manager

Role overview

Practice and commercial strategy

• Establish CVM governance, processes, tools, and cross-functional collaboration frameworks.
• Develop the CVM strategy, playbook, customer journey blueprints, best practices, and case-study knowledge base.
• Own CPP and VPP models and manage loyalty currency economics, liability, breakage, and competitiveness.
• Build financial scenarios for partnerships and support commercial negotiations with external brands.

Segmentation and value growth

• Identify customer value segments using behavioral, transactional, demographic, and psychographic data.
• Quantify growth opportunities, lifetime value projections, migration paths, and cross-sell or upsell opportunities.
• Define segment strategies for retention, reactivation, upselling, cross-selling, churn management, and advocacy.

Measurement and optimization

• Establish KPIs and dashboards for segment performance, campaign effectiveness, ROI, retention, lifetime value, engagement, and churn.
• Implement A/B testing, control groups, multivariate experiments, and continuous optimization of strategies, journeys, and communications.

Campaigns and automation

• Design personalized campaigns and customer journeys with triggers, timing, offers, content, and channels including email, SMS, app push, and in-store.
• Lead journey automation within CRM and loyalty platforms and coordinate integrations with loyalty systems and mobile applications.
• Collaborate with creative, digital, and merchandising teams to maintain luxury brand standards and customer experience quality.

Leadership and collaboration

• Act as a bridge between Loyalty, Analytics, Marketing, IT, and Store Operations teams.
• Provide strategic guidance and coaching to junior team members and cross-functional partners.
• Influence senior stakeholders and monitor industry trends, competitive benchmarks, and emerging loyalty technologies.

Education and experience

• Bachelor's degree in Marketing, Business, Statistics, or a related field.
• MBA or advanced degree is preferred.
• 12+ years of progressive experience in CVM, CRM, loyalty marketing, or customer analytics, including 3-5 years in a senior role.
• Experience building CVM practices or loyalty programs from inception.
• Luxury retail, fashion, high-end hospitality, airline, banking, or telecom experience is strongly preferred.

Technical and commercial qualifications

• Strong commercial acumen and experience driving revenue through segmentation and personalized customer strategies.
• Expertise in customer segmentation, lifetime value modeling, journey design and automation, and CRM or loyalty platforms.
• Hands-on experience with marketing automation tools and customer data platforms such as Salesforce, Adobe Experience Cloud, Braze, or similar.
• Commercial and financial modeling expertise, including CPP, VPP, and loyalty currency management.
• Project management, vendor management, negotiation, stakeholder management, KPI, testing, and optimization expertise.

Communication and behavioral skills

• Strong analytical, critical-thinking, verbal, written, communication, and presentation skills.
• Excellent collaboration and stakeholder management skills with the ability to influence senior leadership.
• The role requires people management, proactive problem solving, commercial mindedness, adaptability, and the ability to explain complex financial insights clearly.
• English is required; Arabic is preferred.