LANGUAGE & TECHNICAL SKILLS

Language Proficiency

• Fluency in English.
• Fluency in Arabic, or French is a plus.

TECHNICAL SKILLS

• Proficiency in managing and optimizing major CRM platforms such as Salesforce, MoEngage, Braze, Oracle CRM or similar tools.
• Strong experience in setting up and customizing CRM workflows, customer journeys, and automation within these platforms.
• Experience with using data analytics tools effectively (e.g., Google Analytics, Tableau, Power BI) to track customer behavior, segment customers, and analyze loyalty program performance.

EDUCATION

Bachelor’s degree in Marketing, or Business Administration, or a related field.
Master’s degree is a plus.

GENERAL EXPERIENCE

Six to eight years of experience in CRM, or a similar role.

MANAGERIAL EXPERIENCE

Three years of experience in a managerial role.

JOB PURPOSE

The CRM and Loyalty Lead is responsible for developing, executing, and refining CRM and loyalty strategies, focusing on customer retention, engagement, and loyalty program management. He/she oversees multi-channel marketing initiatives, ensuring seamless customer experiences across platforms, while collaborating closely with cross-functional teams to deliver business impact and optimize long-term customer relationships.

RESPONSIBILITIES

• Lead the design and implementation of comprehensive CRM and loyalty strategies by ensuring alignment with broader marketing strategies and integrating these initiatives across all relevant channels (online, in-store, mobile). Tailor CRM and loyalty tactics to the nuances of different customer segments to maximize effectiveness.
• Oversee customer data analysis to identify key behaviors, preferences, and trends. Create customer segments based on this data, ensuring that loyalty and marketing campaigns are personalized to address the specific needs of each segment.
• Take ownership of the loyalty programs (e.g., Virgin Megastore, PAUL and Tickit Loyalty), ensuring it drives measurable improvements in customer retention and repeat purchases.
• Work closely with cross-functional teams (e.g., IT, marketing, retail, trading) to implement and promote loyalty programs across all relevant channels.
• Continuously refine the program based on customer feedback, market trends, and performance data, including engagement metrics such as enrollment, usage, and redemption rates.
• Design, execute, and optimize multi-channel marketing campaigns (Email, SMS, WhatsApp, push notifications, etc.) aimed at enhancing customer loyalty and engagement. Conduct A/B testing for different campaign variables (e.g., subject lines, content, offers) and implement performance improvements based on campaign analytics.
• Develop and implement personalized customer journeys by identifying key touchpoints and potential pain points throughout the customer lifecycle.
• Collaborate with relevant teams to improve these touchpoints, creating a seamless experience that drives satisfaction and loyalty. Ensure all interactions, from customer acquisition through retention, are optimized to deliver the best possible experience across digital and physical channels.
• Oversee detailed reports on key CRM and loyalty metrics, including but not limited to Click-Through Rates (CTR), Conversion Rates (CVR), Customer Lifetime Value (CLV), and retention rates. Present these insights to senior management and other stakeholders, highlighting trends, opportunities for improvement, and recommendations to enhance customer relationship efforts.
• Lead cross-functional projects that require input from various teams and ensure timely and effective execution of all CRM and loyalty-related activities.
• Manage the budget for CRM and loyalty activities, ensuring cost-effective use of resources to achieve the best return on investment.
• Oversee the administration of the CRM platform, ensuring it is up-to-date and fully integrated with other business systems. Work closely with IT to troubleshoot any system issues and implement enhancements.
• Recruit, train, motivate, and evaluate the team to ensure that the department has the necessary skill base. Ensure staff are optimally motivated and enabled to maximize their potential and contribution to the company.
  Qualifications