Vice President - Loyalty Marketing

Job Purpose

Strategic Responsibilities

• Develop and own marketing strategies for Darna Rewards and Live Aldar, including separate annual plans, acquisition and retention targets, and incremental revenue goals.
• Define the positioning, differentiation, and brand identity for Live Aldar and Darna Rewards, ensuring each serves its target audience while reinforcing the broader Aldar loyalty ecosystem.
• Own the marketing P&L, overseeing budget planning, allocation, and financial forecasting.
• Establish governance for how Live Aldar and Darna Rewards interact — cross-member journeys, shared campaigns, referral mechanics, and co-benefit offers where commercially viable.
• Evaluate and prioritize marketing initiatives based on ROI, business impact, and strategic objectives alignment.
• Develop and deliver multi-channel integrated loyalty campaigns in collaboration with key stakeholders, ensuring effective and efficient execution of the marketing plan, while also supporting ad-hoc campaign requests and planning as needed.
• Conceptualize and execute strategic loyalty points offers in partnership with internal and external teams, leveraging data analytics and KPIs to optimize acquisition, activation, and retention.
• Drive higher activation rates and incremental revenue by implementing and refining lifecycle marketing programs and enhancing BAU campaign targeting.
• Partner with marketing leaders across Real Estate, Retail, and other verticals to design and deliver integrated loyalty marketing plans, ensuring alignment with broader marketing strategies and key asset-level calendars.
• Owns the loyalty program brand ensuring brand cadence across all touch points of Aldar, Joint Ventures and Third-party partnerships.

Functional Responsibilities

• Drive lifecycle marketing programs for Live Aldar and Darna Rewards with tailored segmentation strategies, offer architectures, and engagement cadences suited to each program's member profile.
• Own content, communications, and performance marketing across all paid, owned, and earned channels, ensuring brand-appropriate tone and relevance for each audience.
• Build personalized customer journeys — spanning messaging, offers, and engagement timing — underpinned by data-driven lifecycle strategies across in-store and online touchpoints.
• Continuously improve key customer metrics (retention, acquisition, conversion, cross-sell, lifetime value, and ROI) through targeted creative communications aligned to defined member segments and campaign objectives.
• Manage annual program budgets to maximize profitability, and ensure all activities comply with legal, regulatory, and data privacy requirements.
• Partner with data and technology teams to establish KPIs, dashboards, and attribution models that track performance across both programs.

Qualifications & Skills

• Min of 10+ years of relevant experience in loyalty, customer lifecycle, or strategic marketing. A track record in retail industries is highly preferred.
• Bachelor’s degree in Marketing or Business Administration.
• Strong leadership skills with the ability to build relationships cross-functionally and to influence and build consensus among teams.
• Proven experience in defining marketing strategies and leading marketing campaigns which have delivered growth and positive ROI at strategic program level and campaign level.
• Track record of driving results through cross-functional collaboration
• Deep understanding of business objectives, advanced analytics, and the ability to develop and fund actionable plans to drive results.
• Skilled in leveraging data-driven marketing strategies, measuring ROI, and applying complex analytical methods.
• Proven understanding of paid media and performance marketing channels (search, social, programmatic) sufficient to direct strategy and evaluate agency/team outputs across both programs.
• 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.