Loyalty Marketing Specialist

What the work is

About the role This role is responsible for support in the implementation of the loyalty marketing strategy (including Brand, Acquisition, Accrual, Redemption and Customer Engagement) through business and channel analysis, marketing performance and campaign design to deliver against the Loyalty and Digital Direct targets, namely acquisition, revenue, active members, member engagement metrics as well as moving the needle on NPS. Accountabilities: Operational Marketing Along with key stakeholders, work to solve key business and customer problems through defining and delivery of key campaigns, as well as delivery of the agreed overarching loyalty marketing strategy. In cooperation with Manager Loyalty Marketing Proactively plan and implement key activities to support core KPI performance metrics (including acquisition, accruals, breakage, redemption, engagement, mobile app downloads and UOR) leveraging the expertise of digital marketing and CRM teams. Identify and share opportunities for consideration for the use of group-wide assets, with an aim to support overall delivery of incremental business revenue and overall customer engagement I loyalty through resourceful use of assets. Manage the creative process for campaigns with internal and external agencies, to ensure campaign delivery in accordance to an agreed creative campaign brief with the line manager, identify cross business initiatives to support growth in-line with loyalty department and digital direct KPl’s Work closely with partners, sales, products and creative teams, to develop globally relevant and locally tailored campaigns and experiences, with additional personalization wherever possible and appropriate Identify, through the use of performance, customer and insight data, opportunities to further deepen the loyalty and Privilege Club brand footprint across the business and partner networks. Identify the right audiences for each campaign, considering customer segmentation, micro-segmentation and loyalty lifecycle. Define where it is possible and appropriate to deliver target-oriented campaigns through comprehensive presentation and recommendation of result and learnings to support progression and awareness of campaign performance and efforts. Raise the profile of Qatar Airways Privilege Club through developing of Omni channel campaign and customer experience, employing use of BTL (below the line), TTL (through the line) and ATL (above the line) marketing, where appropriate and cost effective. Contribute toward identification of the right mar-tech tools needed to deliver ‘best-in-class’ customer experiences and progress the personalisation efforts day to day and in all digital and at times, non-digital channels. Performance and analytics Proactively track campaigns after deployment with performance metrics across all deployed channels to achieve the most optimal outcome by identifying areas of improvement. with the Line Manager, employ a test and learn approach through strategies such as NB, multi-variant, audience and subject line testing, to continually challenge and learn from campaign activity, in order to optimise re-occurring activity. Close the loop on all campaigns through comprehensive presentation and recommendation of result and learnings to support progression and awareness of campaign performance and efforts Collaborate with the CRM and Personalisation teams to identify and plan key use cases and data models, to achieve progressive steps toward future strategic objectives. Support in the data-driven transformation of the loyalty marketing team, by acting as an advocate for KPI focused conversations to nurture and grow the loyalty business through objective focused delivery. Support toward the group digital strategy by identifying and recommend initiatives to enhance the member experience, increasing member interaction with Qatar Airways and Privilege Club to be conducted online. Stakeholder Management Work proactively and collaboratively across the business where appropriate in order to achieve strong working relationships. Work proactively with other key customer facing stakeholders to ensure end to end delivery for campaigns and journeys, ensuring a seamless execution. Proactively manage time and priorities with management and campaign leads, ensuring blockers are raised with recommendation, in a timely manner to keep deliverables on-track and drive efficiency. Proactively engage and work with data strategy and privacy teams, to ensure Privacy by Design is considered for all marketing activity Budget Management Work closely with the Loyalty campaign coordinator to ensure the capture of all spend and promo miles budget, as well as forecasting of future spend requirement for managed campaigns. Work with Procurement to ensure we have the correct selection of vendors as agreed with the Loyalty Marketing Manager and outlined in the annual plan and strategy. Perform other departmental duties as assigned. About You Bachelor’s Degree or Equivalent with Minimum 4 years of job-related experience Preferred Experience working in the Middle East within a multi-cultural professional environment. Hands-on data analysis experience Essential Job Specific Skills: Fluent in spoken and written English Intermediate level use of Excel and PowerPoint Basic to Intermediate understanding of dashboard reporting tools e.g. Power BI Good understanding or enthusiasm for the airline industry. Excellent verbal and written communication skills to effectively interact and build rapports. Ability to understand customer data and communicate it in a concise and relevant way. Strong time management and prioritization skills with an ability to handle and prioritize multiple requests. Strong written and presentation skills A self-starter, working pro-actively to optimize and drive efficiencies Preferred Arabic Language