Loyalty Marketing Specialist

About the role

This role is responsible for support in the implementation of the loyalty marketing strategy (including Brand, Acquisition, Accrual, Redemption and Customer Engagement) through business and channel analysis, marketing performance, and campaign design to deliver against the Loyalty and Digital Direct targets, namely acquisition, revenue, active members, member engagement metrics as well as moving the needle on NPS.

Accountabilities:

Operational

Marketing

• Along with key stakeholders, work to solve key business and customer problems through defining and delivery of key campaigns, as well as delivery of the agreed overarching loyalty marketing strategy.
• In cooperation with Manager Loyalty Marketing, proactively plan and implement key activities to support core KPI performance metrics (including acquisition, accruals, breakage, redemption, engagement, mobile app downloads, and UOR) leveraging the expertise of digital marketing and CRM teams.
• Identify and share opportunities for consideration for the use of group-wide assets, with an aim to support overall delivery of incremental business revenue and customer engagement in loyalty through resourceful use of assets.
• Manage the creative process for campaigns with internal and external agencies, ensuring campaign delivery in accordance to an agreed creative campaign brief with the line manager, identifying cross-business initiatives to support growth in-line with loyalty department and digital direct KPIs.
• Work closely with partners, sales, products, and creative teams to develop globally relevant and locally tailored campaigns and experiences, with additional personalization wherever possible and appropriate.
• Utilize performance, customer, and insight data to identify opportunities to deepen the loyalty and Privilege Club brand footprint across the business and partner networks.
• Identify the right audiences for each campaign, considering customer segmentation, micro-segmentation, and loyalty lifecycle. Define where it is possible and appropriate to deliver target-oriented campaigns through comprehensive presentation and recommendation of results and learnings to support awareness of campaign performance and efforts.
• Raise the profile of the company's Privilege Club through the development of omni-channel campaigns and customer experiences, employing the use of BTL (below the line), TTL (through the line), and ATL (above the line) marketing where appropriate and cost-effective.
• Contribute towards identifying the right mar-tech tools needed to deliver 'best-in-class' customer experiences and progress the personalization efforts day-to-day and in all digital and, at times, non-digital channels.

Performance and analytics

• Proactively track campaigns after deployment with performance metrics across all deployed channels to achieve the most optimal outcomes by identifying areas of improvement. Employ a test and learn approach through strategies such as NB, multi-variant, audience, and subject line testing, to continually challenge and learn from campaign activity, optimizing recurring activity.
• Close the loop on all campaigns through comprehensive presentation and recommendations of results and learnings to support awareness of campaign performance and efforts.
• Collaborate with the CRM and Personalisation teams to identify and plan key use cases and data models to achieve progressive steps toward future strategic objectives.
• Support in the data-driven transformation of the loyalty marketing team, advocating for KPI-focused conversations to nurture and grow the loyalty business through objective-focused delivery.
• Support the group digital strategy by identifying and recommending initiatives to enhance the member experience, increasing member interaction with the company and the Privilege Club to be conducted online.

Stakeholder Management

• Work proactively and collaboratively across the business where appropriate to achieve strong working relationships. Proactively engage with other key customer-facing stakeholders to ensure end-to-end delivery for campaigns and journeys, ensuring seamless execution.
• Manage time and priorities proactively with management and campaign leads, ensuring blockers are raised with recommendations in a timely manner to keep deliverables on track and drive efficiency.
• Engage and work with data strategy and privacy teams to ensure Privacy by Design is considered for all marketing activity.

Budget Management

• Work closely with the Loyalty campaign coordinator to ensure the capture of all spend and promo miles budget, as well as forecasting of future spend requirements for managed campaigns.
• Collaborate with Procurement to ensure the correct selection of vendors as agreed with the Loyalty Marketing Manager and outlined in the annual plan and strategy.
• Perform other departmental duties as assigned.

Be part of an extraordinary story
Your skills. Your imagination. Your ambition. Here, there are no boundaries to your potential and the impact you can make. You'll find infinite opportunities to grow and work on the biggest, most rewarding challenges that will build your skills and experience. You have the chance to be a part of our future and build the life you want while being part of an international community.

Our best is here and still to come. To us, impossible is only a challenge. Join us as we dare to achieve what’s never been done before.

Together, everything is possible.

About you

• Bachelor’s Degree or Equivalent with Minimum 4 years of job-related experience

Preferred

• Experience working in the Middle East within a multi-cultural professional environment.
• Hands-on data analysis experience.

Job Specific Skills:
Essential

• Fluent in spoken and written English
• Intermediate level use of Excel and PowerPoint
• Basic to Intermediate understanding of dashboard reporting tools e.g., Power BI
• Good understanding or enthusiasm for the airline industry.
• Excellent verbal and written communication skills to effectively interact and build rapport.
• Ability to understand customer data and communicate it in a concise and relevant way.
• Strong time management and prioritization skills with the ability to handle and prioritize multiple requests.
• Strong written and presentation skills.
• A self-starter, working proactively to optimize and drive efficiencies.

Preferred

• Arabic Language.