CRM & Loyalty Manager

Role Purpose The CRM & Loyalty Manager will own the CRM and loyalty strategy across INDPT’s portfolio of brands, with responsibility for driving customer retention, frequency, engagement and lifetime value. The role will manage the customer lifecycle across CRM channels and the loyalty program, using customer and transactional data to build relevant segments, personalized journeys and commercial initiatives. The role will work closely with Digital Product, Technology, Data, Operations, Brand and Marketing teams to ensure the loyalty program and CRM ecosystem deliver a consistent customer experience and measurable business impact across KSA and UAE. Key Responsibilities CRM Strategy & Customer Lifecycle Own the CRM strategy and customer lifecycle across INDPT brands and markets. Develop customer segments based on recency, frequency, spend, brand affinity, product affinity, engagement and lifecycle stage. Build strategies for acquisition, activation, retention, frequency growth, reactivation, cross-sell and upsell. Develop automated customer journeys across key lifecycle moments and customer behaviors. Identify opportunities for cross-brand engagement across the INDPT portfolio. Define CRM communication calendars in collaboration with Brand and Marketing teams. Manage CRM channels including WhatsApp, Email, Push and other available customer communication channels. Continuously optimize CRM performance through segmentation, personalization, A/B testing and campaign analysis. Loyalty Program Management Own the business strategy and ongoing management of the INDPT loyalty program. Manage loyalty tiers, benefits, earn/burn mechanics, rewards, promotions and customer eligibility rules. Own the Loyalty CMS from a business perspective, including promotions, benefits, content and program configuration. Define loyalty customer journeys and ensure alignment between loyalty mechanics, CRM communication and the overall customer experience. Monitor loyalty KPIs including penetration, activation, active members, transaction penetration, frequency, retention, redemption and engagement. Identify opportunities to increase loyalty adoption and participation across brands and markets. Manage loyalty program economics, including reward costs, redemption behavior and commercial impact. Work closely with Digital Product and Technology on loyalty product requirements, enhancements and customer experience improvements. Customer Data, Segmentation & Analytics Develop a strong understanding of the INDPT customer base using transactional, behavioral and engagement data. Drive improvements in customer identification, profile completeness and data quality. Build and continuously enhance customer segmentation and behavioral models. Identify customer and product affinities to enable more relevant personalization and recommendations. Monitor customer behavior across brands and identify opportunities to improve frequency, retention and lifetime value. Define and maintain CRM and loyalty dashboards with clear daily, weekly and monthly KPIs. Translate customer data into actionable recommendations for CRM, Loyalty, Brand and business teams. Commercial Performance Measure the incremental impact of CRM and loyalty initiatives on revenue, frequency, AOV, retention and customer lifetime value. Monitor campaign conversion, ROI and incremental revenue. Build business cases for new loyalty mechanics, promotions and customer initiatives. Monitor loyalty program costs and ensure rewards and benefits generate sustainable customer and commercial value. Identify high-value customer segments and develop strategies to retain and grow them. Operations & Customer Experience Ensure loyalty and CRM strategies translate into a clear and consistent in-store customer experience. Work with Operations to define SOPs and customer journeys for customer identification, loyalty enrollment, earning, redemption and benefits. Support training and communication to store teams across KSA and UAE. Monitor loyalty performance and adoption by market, brand and branch. Identify operational gaps impacting customer data collection, loyalty adoption or customer experience and work with relevant teams to resolve them. Connect customer feedback and CSAT insights with CRM and loyalty strategies where relevant. Technology & Digital Product Collaboration Act as the business owner for CRM and loyalty requirements when working with Digital Product and Technology. Define business requirements for loyalty mechanics, CRM integrations, customer data and reporting. Participate in UAT and validate loyalty functionality from a business and customer perspective. Ensure the required customer events, triggers and transaction data are available for CRM segmentation, automation and personalization. Work with Digital Product to continuously improve loyalty funnels, including registration, activation, transaction and redemption journeys. Support decisions related to CRM platforms, loyalty engines, CMS capabilities and relevant integrations. Governance & Cross-Functional Management Establish clear CRM and loyalty processes, ownership and governance. Coordinate across Brand, Marketing, Digital Product, Technology, Data, Operations and Customer Care. Manage relevant CRM and loyalty vendors and partners. Maintain clear documentation for loyalty rules, CRM journeys, customer segments, promotions and operational processes. Ensure campaigns and loyalty initiatives are properly tested, approved, measured and documented. Key KPIs Performance should be measured across: Loyalty penetration & activation Active loyalty members Loyalty transaction penetration Customer retention & repeat rate Purchase/visit frequency Redemption rate Customer lifetime value Customer data completeness CRM reachability Campaign conversion rate CRM revenue & ROI Cross-brand penetration AOV and spend development Customer engagement Loyalty program incremental revenue & ROI Experience & Qualifications 6+ years of experience in CRM, Loyalty, CVM, Customer Engagement or a related field, with at least 2–3 years managing CRM or loyalty programs. Strong experience in customer segmentation, lifecycle management and retention strategies. Hands-on understanding of loyalty programs, including tiers, earn/burn, rewards, promotions and program economics. Strong analytical mindset with experience translating customer and transactional data into commercial actions. Experience managing CRM campaigns across channels such as WhatsApp, Email, Push and SMS. Understanding of CRM automation, customer data, loyalty platforms and digital customer journeys. Experience working with Product, Technology and Operations teams. Strong understanding of campaign measurement, conversion, ROI and A/B testing. Experience in F&B, Retail, Hospitality, E-commerce or another high-frequency consumer business is preferred. Experience managing multiple brands and/or markets is a strong advantage. Bachelor's degree in Marketing, Business, Analytics, Technology or a related field. Show more Show less