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Loyalty Marketing Manager | Al-Futtaim Retail | Dubai

Date: 12-May-2022

Location: Dubai, AE

Company: Al Futtaim Private Company LLC

Job Requisition ID: 123921 

No two days are the same at Al-Futtaim, no matter what role you have. Our work is driven by the desire to make a difference and to have a meaningful impact with the goal of enriching everyday lives. Take our engaging and supportive work environment and couple it with a company culture that recognises and rewards quality performance, and what do you get? The chance to push the limits every single day.


As a humble family business that started on the banks of the Dubai Creek in the 1930s, Al-Futtaim has expanded to a presence in 31 countries, a portfolio of over 200 companies, and 42,000 employees. You’ll find us in industries ranging from automotive and retail, to finance and real estate, and connecting people with international names like Lexus, Ikea, and Adidas. Our team is proudly multicultural and multinational because that kind of diverse representation gives us the global mindset to grow and impact the people, markets, and trends around us.


Come join us to live well, work better, and be the best.


About the Role


This role will be accountable for formulating strategy & driving Loyalty marketing activities for Loyalty & customer activation program that strengthens customer engagement and delivers profitable revenue growth across Retail. Convince all brands that loyalty programs adding value to them.


Key Role Specific Accountabilities


Manage all program marketing automation journeys & communications on channels (Within App – Push/NFC/EMAIL, Newsletters, SMS)

  • Setup Data driven Marketing automation journeys to drive upsell and cross sell
  • Set up (flow & copy/design) of the CRM Communications across the App
  • Update of comms across the channels across the region weekly (Offer usage has increased of certain brands)
  • Update across the digital ecosystem – increase awareness of offers (Clicks of offers)
  • Increased offer usage of offers
  • Added to overall downloads of app
  • Enhanced cross brand shopping also retail brands have seen new customers shopping at their brands


Set up Tactical & Seasonal Campaigns          

  • Exclusive Promotions –Seasonal/National Day/ Pay Day campaign:
  • Increased customer participation at retail brands


Work closely with retail & partner brands and drive engagement through program exclusive offers across regions

  • Collaborating with all retail & partner brands on their key offers
  • Onboarding & managing all offers on the program to date – without this be no offers to promote
  • Brands/partners creative on App, as per blue program guidelines
  • Update across digital ecosystem, within defined SLA 
  • Set up marketing comms for all brands on the app as appropriate to give offer exposure/ attractiveness to customer – resulted in offer redemptions


Manage loyalty development marketing of loyalty program to be successfully rolled out across GCC & EGYPT

  • Copy & design of wireframes/ App propositions of most effective app design
  • Developed (copy & design) & Created the Website – Social channels (Instagram & Facebook) for the program
  • FAQs & T&Cs for the program
  • Digital & ATL marketing of the program to be rolled out across the region (instore collaterals for all regions, POS display, Staff items & digital marketing)
  • Initial awareness of program & downloads of App attributed to this.


App Marketing

  • Drive app downloads
  • Created branding of Blue & Brand guidelines
  • Customer Journey Documents/ Video
  • Social content
  • Training documents (User guide for store staff (Download, Register, Earn cash back, Redeem-cash back, Entertainer Offers)
  • All part of employee/ customer education & awareness & app downloads


Initiate discussions with other LOB brands to improve program participation

  • Expand participating brand network
  • Manage complete set up on the app


About You



Professional degree/s in Business and Loyalty marketing. A Master’s degree in Loyalty marketing is preferred


Minimum Experience and Knowledge: 

  • 6+ years in marketing, Loyalty or CRM with recent experience in delivering customer engagement leveraging all digital & traditional Loyalty marketing & CRM tools in retail industry
  • 3+ of experience managing high performing teams
  • Expert in campaign design, customer selection, and campaign measurement techniques
  • Ability to identify customer patterns and provide actionable recommendations for board level presentations
  • Ability to understand Loyalty marketing, digital & CRM as well as speak the business language to effectively manage business relationships
  • Up to date with the latest trends and best practices within the retail industry


Job-Specific/Technical Skills required to complete the tasks:

  • Previous experience into managing a loyalty app
  • Experience in Marketing Automation Tools (Braze, Web engage, Bloomreach)
  • Experiences with Firebase & Google Analytics
  • Adjusts / Appsflyer is a plus


Customer and Industry Knowledge

  • Experience of working in matrixed environments where influence and collaboration are dominant behaviours for success
  • Good understanding of Digital, Omni-channel & CRM trends in the retail industry at a global level
  • Ability to lead Loyalty marketing & CRM teams for enhancing customer engagement


Behavioural Competencies:

  • Effective ability to manage multiple stakeholders with a can-do attitude; Act as a Champion & Change Agent
  • Strategic thinker and ability to see the big picture with an innovative mindset
  • Strong attention to detail, proactive and flexible approach with ability to multi-task
  • Ability to work effectively under pressure and meet established deadlines
  • Ambitious, resilient and driven, with the desire to succeed
  • A team player capable of working cross-functionally in a collaborative manner and influence without authority
  • Results-orientated, with the ability to drive and deliver the implementation of new ideas
  • Excellent presentation, time management and delivery skills



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