The Head of Loyalty is responsible for developing, growing and ensuring profitability of loyalty programs based on input from consumer behaviour. The role is also responsible for the roll-out and implementation of loyalty programs across the various countries. The role holder will identify suitable partners for development and marketing of the loyalty programs to ensure of effective and attractive loyalty programs to ensure acquisition of new customer and retention of existing customers.
Role Details – Key Responsibilities and Accountabilities:
Loyalty Programs Planning
• Define the objectives of the loyalty programs by liaising with key stakeholders in order to ensure development of compelling loyalty programs for acquisition of new customers and retention of existing customers
• Plan effective loyalty programs to enhance customer retention and communicate relevant plans across the various countries
• Ensure the reward categories and levels are designed and updated in accordance with customer needs by undertaking primary research and benchmarking
• Set and monitor the annual budget for the design and implementation of loyalty programs; Highlight any budget variances to the senior management
• Collaborate with the group regularly to plan, influence and implement any initiatives or projects related to customer loyalty programs and work with other BUs to develop effective cross-BU programs
Loyalty Programs Implementation and Operations
• Define the vision and objectives of the loyalty programs based on understanding of consumer needs, competitive landscape, internal and external environment, etc.
• Monitor and assess the return on investment (ROI) of existing loyalty programs, and takes necessary action for improvement or discontinuation of programs
• Identify the key performance indicators (KPIs) based on the program objectives for monitoring the progress of loyalty programs effectiveness