INSPIRE | EXHILARATE | DELIGHT
For over seven decades, Chalhoub Group has been a partner and creator of luxury experiences in the Middle East. In its pursuit to excel as a hybrid luxury retailer, the Group has curated a portfolio of over 10 owned brands and strengthened its distribution and marketing expertise for over 400 international names across luxury fashion, beauty, jewellery, watches, eyewear, and art de vivre categories.
Every step at Chalhoub Group is taken to build a future where luxury dreams become reality bridging cultures and crafting memorable experiences for our consumers. Be it by constantly reinventing itself, committing to innovation, or embracing new technologies, the Group is shaping the future of luxury retail. It delivers seamless omnichannel experiences across more than 950 stores, online platforms, and mobile apps. Driving this innovation journey is The Greenhouse the Group's innovation hub, incubator, and accelerator for startups and emerging businesses, regionally and globally.
Chalhoub Group fosters a people-at-heart culture rooted in diversity, equity, and inclusion, and a workplace catalysed by forward thinking and future-proofing. Today, it brings together over 16,000 talented professionals across eight countries in the Middle East, with a presence in LATAM. Their collective efforts have earned the Group the Great Place to Work certification in several markets.
Sustainability is at the core of the Group's strategy, guided by a clear commitment to people, partners, and the planet. Chalhoub Group is proud to be a member of the United Nations Global Compact, a signatory of the Women's Empowerment Principles, and to have pledged to reach Net Zero by 2040.
About MUSE
MUSE is the luxury loyalty and engagement programme of Chalhoub Group, the leading luxury retail operator in the Middle East. Present in five markets (UAE, KSA, Kuwait, Qatar, and Bahrain), MUSE connects over 50 companies and 700+ premium and luxury brands across fashion, beauty, and lifestyle.
The programme enables members to earn and redeem points seamlessly across Chalhoub's retail ecosystem and partners, unlocking exclusive experiences, personalised rewards, and elevated services that embody the world of luxury and aspiration in the region. Every initiative must protect the premium perception of the brand ecosystem while delivering measurable commercial value.
What You'll Be Doing
The Loyalty Director will be responsible for defining and executing the Customer Value Proposition (CVP) of MUSE while leading and directly managing the Marketing, CRM, and CVP teams.
This role demands a strategic yet highly resultsoriented mindset, ensuring that every campaign, CVP enhancement, and partnership delivers clear ROIwhether through direct sales uplift or engagement that drives revenue.
The Director will ensure all memberfacing initiatives are luxuryled, commercially robust, and aligned with Chalhoub Group's brand standards, while fostering a culture of accountability and performance across the three reporting teams.
Strategy & Leadership
- Define and own the CVP strategy, ensuring it remains aspirational, exclusive, and financially sustainable.
- Lead and coordinate the Marketing, CRM, and CVP teams, setting clear priorities, KPIs, and delivery plans.
- Translate loyalty strategy into measurable programmes and campaigns focused on acquisition, retention, frequency, and spend uplift.
- Manage teams with strict ROI disciplineevery investment must have a clear commercial hypothesis and measurable return.
- Foster a highperformance, crossfunctional culture with accountability for delivery and outcomes.
Marketing & CRM Oversight
- Oversee loyalty marketing strategy: app, campaign planning, creative briefing, channel mix, media ROI, and inapp activations.
- Own CRM strategy: lifecycle orchestration, segmentation, personalisation, triggered communications, and loyalty lifecycle optimisation.
- Ensure marketing and CRM activity is fully integrated with CVP mechanics to drive earn & burn behaviour and conversion to sales.
- Set rigorous measurement frameworks for all campaigns (A/B testing, incrementality, attribution) and iterate based on results.
- Manage relationships with agencies and external partners, ensuring premium creative quality and commercial discipline.
Partnership Development
- Develop and scale brand and external partnerships that enhance the CVP and deliver commercial value.
- Negotiate commercial terms and performance KPIs with partners to protect programme economics.
- Identify aspirational redemption opportunities and collaborations that strengthen MUSE's luxury positioning while driving utilisation.
Customer Experience & Brand Positioning
- Safeguard the premium member journey across channels (instore, app, ecommerce), ensuring every touchpoint reflects luxury standards.
- Design exclusive experiences and communications that deepen emotional connection and drive behavioural change.
- Balance desirability and exclusivity with commercial returnpremium experiences must be relevant, scarce, and revenueaccretive.
Analytics & ROI Governance
- Collaborate to the overall ROI framework of the programme: CAC, revenue per member, incremental sales, retention lift, and payback periods.
- Report regularly to Vice President on financial and behavioural performance; propose corrective actions where ROI thresholds are not met.
- Use datadriven experimentation to validate hypotheses and scale successful initiatives.
What You Will Need To Succeed
- Have a minimum of 8 years experience in Loyalty, CRM, consumer marketing, or related fields; experience in luxury, fashion, beauty, or premium retail strongly preferred.
- Proven track record leading Marketing, CRM, and CVP teams or integrated loyalty marketing programmes.
- Strong commercial and analytical mindsetcomfortable with P&L thinking, budgeting, ROI frameworks, and performance measurement.
- Handson experience with CRM platforms, loyalty systems, campaign automation, and digital marketing tools.
- Advanced Excel skills
- Demonstrable experience running A/B testing, incrementality measurement, and attribution for marketing spend.
- Excellent stakeholder management and communication skills; able to influence senior leaders and crossfunctional teams.
- Fluent in English; additional regional languages a plus.
- Deep appreciation for luxury aesthetics, service, and exclusivity combined with a resultsoriented, datadriven approach.
- Excellent PowerPoint and presentation skills
Personal Attributes
- Strategic thinker with a pragmatic, executionfocused mindset.
- Commercially minded, numbersdriven, and obsessed with measurable outcomes.
- Inspirational leader who can set a clear vision while driving daytoday excellence.
- Curious, adaptable, and comfortable in a fastpaced, multicultural environment.
- High standards for quality and attention to detail; maintains the premium tone of the programme.
What We Can Offer You
With us, you will turn your aspirations into reality. We will help shape your journey through enriching experiences, learning and development opportunities and exposure to different assignments within your role or through internal mobility. Our Group offers diverse career paths for those who are extraordinary, every day.
We recognise the value that you bring, and we strive to provide a competitive benefits package which includes health care, child education contribution, remote and flexible working policies as well as exclusive employee discounts.
We Invite All Applicants to Apply
It Takes Diversity Of Thought, Culture, Background, Differing Abilities and Perspectives to truly Inspire, Exhilarate and Delight our customers. At Chalhoub Group, we are committed to inclusion and diversity.
We welcome all applicants to apply and be part of our exciting future. We ensure equal opportunity for all our applicants without regard to gender, age, race, religion, national origin or disability status.
