CRM & Loyalty Manager

Role purpose

CRM strategy and customer lifecycle

• Develop segments using recency, frequency, spend, brand and product affinity, engagement, and lifecycle stage.
• Build acquisition, activation, retention, frequency growth, reactivation, cross-sell, and upsell strategies.
• Create automated journeys, identify cross-brand engagement opportunities, and coordinate communication calendars.
• Manage WhatsApp, Email, Push, and other available customer channels; optimize performance through personalization, A/B testing, and campaign analysis.

Loyalty program management

• Own the loyalty program strategy and ongoing management, including tiers, benefits, earn/burn mechanics, rewards, promotions, and eligibility rules.
• Manage the Loyalty CMS from a business perspective, including promotions, benefits, content, and program configuration.
• Track loyalty penetration, activation, active members, transaction penetration, frequency, retention, redemption, and engagement.
• Manage reward costs and redemption behavior; partner with Digital Product and Technology on requirements, enhancements, and customer experience.

Customer data and commercial performance

• Improve customer identification, profile completeness, data quality, segmentation, behavioral models, and customer and product affinity analysis.
• Maintain CRM and loyalty dashboards with daily, weekly, and monthly KPIs, and turn customer insights into actionable recommendations.
• Measure the incremental impact of initiatives on revenue, frequency, AOV, retention, and customer lifetime value.
• Monitor campaign conversion, ROI, incremental revenue, and program costs; build business cases and strategies for high-value segments.

Operations, technology, and governance

• Work with Operations to define SOPs and store journeys for customer identification, enrollment, earning, redemption, and benefits; support store-team training across KSA and UAE.
• Monitor performance and adoption by market, brand, and branch; resolve operational gaps and connect relevant customer feedback and CSAT insights to strategy.
• Define business requirements for loyalty mechanics, CRM integrations, customer data, and reporting; participate in UAT and improve loyalty funnels.
• Coordinate cross-functionally, manage CRM and loyalty vendors, and maintain documented rules, journeys, segments, promotions, and processes.
• Ensure campaigns and loyalty initiatives are tested, approved, measured, and documented.

Experience and qualifications

• 6+ years of experience in CRM, Loyalty, CVM, Customer Engagement, or a related field, including at least 2–3 years managing CRM or loyalty programs.
• Strong experience in customer segmentation, lifecycle management, and retention strategies.
• Hands-on understanding of loyalty tiers, earn/burn mechanics, rewards, promotions, and program economics.
• Experience managing campaigns through channels such as WhatsApp, Email, Push, and SMS; understanding of CRM automation, customer data, loyalty platforms, and digital journeys.
• Experience working with Product, Technology, and Operations teams; strong understanding of campaign measurement, conversion, ROI, and A/B testing.
• A bachelor's degree in Marketing, Business, Analytics, Technology, or a related field is required.
• Experience in F&B, Retail, Hospitality, E-commerce, or another high-frequency consumer business is preferred; managing multiple brands and/or markets is an advantage.

Key performance indicators