About the Role
The role is responsible for managing and optimizing customer loyalty initiatives and CRM campaigns. This includes executing loyalty campaigns, managing customer segmentation, analyzing engagement data, and enhancing customer retention strategies. The ideal candidate will have a strong background in customer relationship management, marketing automation, and data-driven decision-making to foster customer loyalty and maximize program effectiveness.
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Key Accountabilities
Loyalty Program Overview:
- Assist in the development and execution of loyalty strategies to enhance customer retention and engagement.
- Oversee loyalty program operations, including customer enrollments, tier management, and reward redemptions.
- Ensure seamless program execution across digital and offline channels.
- Develop campaign business cases and ROI indicators to support campaign approvals.
- Collaborate with various business lines, Campaign Management, and Marketing Planning to develop an annual direct marketing promotions plan aligned with strategic objectives.
- Oversee follow-up with advertising/media agency on development and implementation of advertising campaigns, ensuring adherence to brand guidelines.
- Work closely with non-fuel retail teams to identify member rewarding and incremental revenue-generating campaign opportunities.
CRM & Campaign Execution:
- Plan, build, and execute personalized customer loyalty campaigns via email, SMS, push notifications, and other channels.
- Optimize automation workflows to improve customer lifecycle engagement.
- Collaborate with creative teams to develop compelling campaign content.
- Propose and implement campaigns to promote desired customer behavior and perform post-campaign data analysis to understand impact.
- Work closely with the Communications team for development and testing of content across segments and channels.
- Design advertising and promotions tactics to differentiate the Loyalty Program, C Store, Mobility, and Affinity value propositions.
Data Analysis & Reporting:
- Track and analyze customer engagement metrics, campaign performance, and loyalty program effectiveness.
- Generate insights and recommendations to enhance program performance.
- Maintain dashboards and present reports to stakeholders.
- Review progress and impact of promotional campaigns in association with the business, providing feedback to concerned parties.
Customer Segmentation & Personalization:
- Develop and refine customer segmentation strategies based on behavioral data and engagement patterns.
- Develop campaign marketing communication in collaboration with the Marketing/Communication team.
- Implement data-driven personalization techniques to enhance the customer experience.
- Conduct A/B testing to measure and optimize campaign effectiveness.
- Work with IT and Digital teams to ensure data integrity and governance across platforms.
- Identify effective marketing communication tools ensuring alignment with corporate guidelines.
Functional Collaboration:
- Work closely with stakeholders to develop hypotheses on customer behavior for campaign ideation.
- Manage effective cross-functional liaison within fuel & non-fuel retail divisions for synergized campaign planning and execution.
- Align CRM and loyalty initiatives with business objectives.
- Partner with technology teams to enhance CRM and loyalty platform capabilities.
- Ensure compliance with data privacy regulations and best practices.
- Assess new ways to change and improve customer purchasing behavior in coordination with the marketing team and external consultants.
Qualifications, Experience, Knowledge & Skills
Minimum Qualification
- Bachelor’s degree in business administration, Management, or a related field; MBA or equivalent advanced degree preferred.
Minimum Experience & Knowledge & Skills
- 8 years of experience in managing CRM or loyalty programs, preferably in the retail sector.
- Experience should cover areas of program setup and design, including strategy and campaign communication.
- Excellent experience with Salesforce - Interaction Studio, Marketing Cloud, Mobile Connect, Automation Studio, Analytics Builder, Content Builder, Journey Builder, Datorama, Einstein, CDP.
- Strong experience with emerging digital technology associated with campaign management through email and social media.
- Practical understanding of mobile app UI/UX to design marketing journeys.
- Strong experience with mobile app systems back-end design is a significant advantage.
