Vice President - Commercials Loyalty Programme

Job Purpose

Strategic Responsibilities

• Define and lead the commercial strategy for Darna’s loyalty products and propositions, ensuring clear value creation for Aldar, partners, and members.
• Establish scalable pricing, funding, and monetization models that balance member attractiveness with financial sustainability.
• Translate programme growth ambitions into clear commercial targets, revenue streams, and contribution margin frameworks.
• Partner closely with the SVP – Loyalty to align commercial priorities with long-term programme strategy and ecosystem expansion.
• Govern investment prioritization across loyalty initiatives, ensuring disciplined capital allocation and return optimization.
• Establish stage-gate governance frameworks for commercial approvals from concept through launch and scale-up.
• Identify and unlock cross-loyalty, cross-business, and ecosystem monetization opportunities that drive incremental revenue growth.

Functional Responsibilities

• Lead the development, validation, and evaluation of business cases for new propositions, partnerships, and programme expansions.
• Define financial assumptions, ROI models, breakeven structures, and funding frameworks for all commercial initiatives.
• Own the commercial performance of the Darna programme, tracking revenue, costs, margins, and profitability across all products and partnerships.
• Collaborate with group finance to define annual and multi-year financial planning cycles, including scenario modeling, forecasting, and financial performance reviews.
• Establish commercial frameworks for loyalty partnerships, including revenue sharing, funding structures, and value exchange mechanisms.
• Ensure commercial consistency and scalability across partnership agreements and activation models.
• Secure and manage high-value partnerships across industries such as banking, airlines, telcos, utilities, and e-commerce.
• Operate, scale partnerships and identify new growth opportunities.
• Lead strategic projects.
• Maximize partner and tenant ROI by ensuring loyalty initiatives drive measurable improvements in sales penetration, frequency, and customer value.
• Identify and manage commercial and financial risks related to loyalty funding structures and partnership agreements.
• Establish governance controls to monitor revenue leakage, cost overruns, and underperforming propositions.
• Ensure compliance with Aldar governance, audit, and financial management standards across commercial activities.
• Support audits and commercial reviews related to financial performance and commercial controls.

Insights, Decision Support & Executive Engagement

• Translate financial and commercial insights into clear strategic recommendations for executive leadership decision-making.
• Provide regular commercial performance updates and insights to the SVP – Loyalty and senior stakeholders.
• Represent the commercial perspective of Darna in governance forums, leadership reviews, and cross-functional decision-making processes.

People Development

• Coach and mentor team members to strengthen commercial acumen, financial modelling, negotiation, and partnership management capabilities.
• Foster a culture of commercial discipline, accountability, innovation, and continuous improvement.
• Promote collaboration across marketing, finance, product, and technology teams to embed commercial thinking across the Darna ecosystem.

Qualifications And Skills

• Minimum 5+ years of experience in commercial strategy, partnerships, financial planning, revenue management, or monetization roles, preferably within loyalty programmes, banking, payments, retail ecosystems, hospitality, or large-scale consumer businesses.
• Minimum 3+ years of managerial experience leading commercial, financial, or partnership teams, with accountability for revenue performance and strategic outcomes.
• Commercial Strategy and Monetization, Financial Planning and Revenue Forecasting.
• Loyalty Programmes or Customer Ecosystems.
• Strong commercial and financial acumen, including financial modelling, ROI analysis, and business case development
• Proven ability to structure and negotiate complex partnerships and revenue-sharing agreements
• Solid understanding of monetization, pricing, and funding models
• Strong analytical mindset with ability to translate insights into strategic decisions
• Excellent stakeholder management and executive communication skills
• Strong governance and risk awareness, with ability to implement commercial controls
• Bachelor’s degree in business administration, Finance, Economics, or related field
• We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses.
• These tools assist our recruitment team but do not replace human judgment.
• Final hiring decisions are ultimately made by humans.
• If you would like more information about how your data is processed, please contact us.

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