Specialist, CRM (Life Cycle Marketing)

JOB PURPOSE:

The role is responsible for managing and optimizing customer loyalty initiatives and CRM campaigns. This role involves executing loyalty campaigns, managing customer segmentation, analysing engagement data, and enhancing customer retention strategies. The ideal candidate will have a strong background in customer relationship management, marketing automation, and data-driven decision-making to foster customer loyalty and maximize program effectiveness.

KEY ACCOUNTABILITIES:

Job Specific Accountabilities

Loyalty Program Overview:

u2022 Assist in the development and execution of loyalty strategies to enhance customer retention and engagement.

u2022 Oversee loyalty program operations, including customer enrolments, tier management, and reward redemptions.

u2022 Ensure seamless program execution across digital and offline channels.

u2022 Develop campaign business cases and ROI indicators to support campaign approvals.

u2022 Collaborate with various business lines, Campaign Management and Marketing Planning to develop an annual direct marketing promotions plan and to ensure that the developed plan is aligned with the strategic objectives of Marketing and overall business plans.

u2022 Oversee the follow-up with advertising/ media agency on development and implementation of advertising campaigns related to the Loyalty Programs and liaise with Branding team to ensure adherence to brand guidelines and secure approval.

u2022 Work closely with non-fuel retail teams to identity member rewarding and incremental revenue generating campaign opportunities.

CRM & Campaign Execution:

u2022 Plan, build, and execute personalized customer loyalty campaigns via email, SMS, push notifications, and other channels.

u2022 Optimize automation workflows to improve customer lifecycle engagement.

u2022 Collaborate with creative teams to develop compelling campaign content.

u2022 Propose & implement campaigns to be run on the loyalty member base to promote desired customer behaviour and to perform post campaign data analysis to understand and quantify the impact of loyalty campaigns.

u2022 Works closely with Communications team for development and testing of content across segments and across channels

u2022 Design the advertising and promotions plans/ tactics to position and differentiate the ADNOC Distributionu2019s Loyalty Program / C Store / Mobility / Affinity value propositions to achieve business objectives and targets based on briefs from the business.

Data Analysis & Reporting:

u2022 Track and analyse customer engagement metrics, campaign performance, and loyalty program effectiveness.

u2022 Generate insights and recommendations to enhance program performance.

u2022 Maintain dashboards and present reports to stakeholders.

u2022 Review the progress and impact of promotional campaigns in association with the business and provide feedback to all concerned parties.

Customer Segmentation & Personalization:

u2022 Develop and refine customer segmentation strategies based on behavioural data and engagement patterns.

u2022 Develop campaign marketing communication along with the Marketing / Communication team.

u2022 Implement data-driven personalization techniques to enhance customer experience.

u2022 Conduct A/B testing to measure and optimize campaign effectiveness.

u2022 Work with IT and Digital teams to ensure data integrity and governance across platforms while escalating any visible issues that may hamper campaign design & execution on the tool.

u2022 Identify and select the most effective marketing communication tools and ensure it is in line with corporate guidelines to maximize the reach, impact and cost efficiency of all marketing initiatives and programs as well as meet goals and objectives for all advertising programs. Cross-

Functional Collaboration:

u2022 Work closely with stakeholders to develop hypothesis on customer behaviour for campaign ideation.

u2022 Manage the effective cross-functional liaison within fuel & non-fuel retail divisions for campaign planning and execution to support synergized and integrated efforts and create enhanced revenue generation.

u2022 Align CRM and loyalty initiatives with business objectives.

u2022 Partner with technology teams to enhance CRM and loyalty platform capabilities.

u2022 Ensure compliance with data privacy regulations and best practices.

u2022 Assess in coordination with the marketing team and external consultants, new ways of changing and improving customer purchasing behaviour to ensure continuous improvement of ADNOC Distributionu2019s sales and activities.

QUALIFICATIONS, EXPERIENCE, KNOWLEDGE & SKILLS:

Minimum Qualification

u2022 Bacheloru2019s degree in business administration, Management, or a related field MBA or equivalent advanced degree preferred

Minimum Experience & Knowledge & Skills

u2022 8 years of experience in managing CRM or loyalty programs, preferably in the retail sector, within loyalty and partnership program management.

u2022 Loyalty experience should cover areas of programme set up and design including strategy, creative and operational understanding, and expertise in campaign communication,

u2022 Excellent experience required in Salesforce - Interaction Studio, Marketing Cloud, Mobile Connect, Automation studio, Analytics Builder, Content Builder, Journey builder, Datorama, Einstein, CDP.

u2022 Strong experience in working with emerging digital technology associated with campaign management through email, communications, and social media.

u2022 Practical understanding and experience of mobile app UI/UX to design and build and a marketing journey is a must.

u2022 Strong experience in using and working on mobile app systems back-end design, and usage would be great advantage.