Loyalty Campaign Specialist
Job Description
Conduct the planning, development and execution of all marketing campaigns, advertising, and promotional activities for Loyalty Programs, in collaboration with the Campaign Manager, Marketing teams and external agencies, as required to create consumer awareness and demand, strengthen market penetration, and achieve sales targets thru cross sell / upsell of all products / services.
Responsibilities
Loyalty Program Campaign Management
- Together with the Loyalty Program Manager, design the advertising and promotions plans/ tactics to position and differentiate the Distribution’s Loyalty Program value propositions to achieve business objectives and targets based on briefs from the business.
- Work closely with the Loyalty analyst to develop hypothesis on customer behavior for campaign ideation.
- Propose campaigns to be run on loyalty to promote desired customer behavior and to perform post campaign data analysis to understand and quantify the impact of loyalty campaigns.
- Develop Campaign business cases and ROI indicators to support campaign approvals.
- Develop campaign marketing communication along with the Marketing / Communication team.
- Collaborate with various business lines, Campaign Management and Marketing Planning to develop annual promotions plan and to ensure that the developed plan is aligned with the strategic objectives of Marketing and overall business plans.
- Identify and select the most effective marketing communication tools and ensure it is in line with corporate guidelines to maximize reach, impact and cost efficiency of all marketing initiatives and programs as well as meet goals and objectives for all advertising programs.
- 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.
- Work closely with non-fuel retail teams to identity member rewarding and incremental revenue generating campaign opportunities.
- Works closely with Communications team for development and testing of content across segments and across channels
- 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.
- Study new opportunities to educate customers on the features of the various fuel types existing and the advantages, to increase customer awareness.
- Assess in coordination with the marketing team and external consultants, new ways of changing and improving customer purchasing behaviour to ensure continuous improvement of the Distribution’s sales and activities.
- Review the progress and impact of promotional campaigns in association with the business and provide feedback to all concerned parties.
Relationship Management
- Manage key relationships with the internal and external customers to create and execute effective customer communication and ensure that these relationships continuously support the achievement of the marketing strategy.
Generic Accountabilities
Supervision
- Plan, supervise and coordinate all activities in the assigned area to meet functional objectives.
- Train and develop the assigned staff on relevant skills to enable them to become proficient on the job and deliver the respective section objectives.
Budgets
- Provide input for preparation of the Section / Department budgets and assist in the implementation of the approved Budget and work plans to deliver Section objectives.
- Investigate and highlight any significant variances to support effective performance and cost control
Policies, Systems, Processes & Procedures
- Implement approved Section / Department policies, processes, systems, standards, and procedures to support execution of the Section’s / Department work programs in line with Company and International standards.
Performance Management
- Contribute to the achievement of the approved Performance Objectives for the Section / Department in line with the Company Performance framework.
Innovation and Continuous Improvement
- Design and implement new tools and techniques to improve the quality and efficiency of operational processes.
- Identify improvements in internal processes against best practices in pursuit of greater efficiency in line with ISO standards to define intelligent solutions for issues confronting the function.
Health, Safety, Environment (HSE) and Sustainability
- Comply with relevant HSE policies, procedures & controls and applicable legislation and sustainability guidelines in line with international standards, best practices and Code of Practices.
Reports
- Provide inputs to prepare Section MIS and progress reports for Company Management.
Communication & Working Relationships
Internal
- Service Stations
- All business divisions within the Distribution
- IT
- Digital
External
- Suppliers
- Advertising Agencies
- Data Analytics Agencies
Education
Minimum Qualification
- Bachelor’s Degree in Marketing or related field
Minimum Experience & Knowledge & Skills
- 8 years of experience in marketing loyalty programs and sales, preferably in the retail sector, within loyalty and partnership program management.
- Loyalty experience must cover all areas of programme set up and design: including strategy, creative and operational understanding, and expertise
- Experience working with or understanding of emerging digital technology, email, communications, and social media.
- Experience working with data.
- Advanced use of Microsoft Excel and Power Point
- Fluent in English and preferably Arabic