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:

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

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

• Ensure seamless program execution across digital and offline channels.

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

• 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.

• 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.

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

CRM & Campaign Execution:

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

• Optimize automation workflows to improve customer lifecycle engagement.

• Collaborate with creative teams to develop compelling campaign content. 

• 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.

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

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

Data Analysis & Reporting:

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

• Generate insights and recommendations to enhance program performance.

• Maintain dashboards and present reports to stakeholders.

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

Customer Segmentation & Personalization:

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

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

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

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

• 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.

• 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:

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

• 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.

• Align CRM and loyalty initiatives with business objectives.

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

• Ensure compliance with data privacy regulations and best practices.

• 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 Distribution’s sales and activities. 

QUALIFICATIONS, EXPERIENCE, KNOWLEDGE & SKILLS: 

Minimum Qualification

• Bachelor’s degree in business administration, Management, or a related field; MBA or equivalent advanced degree preferred

Minimum Experience & Knowledge & Skills

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

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

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

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

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

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