Group CRM, Loyalty And Performance Manager

Job Purpose:

Group CRM, Loyalty and Performance Manager is responsible for setting the agenda for group CRM, customer data, loyalty and digital performance to strengthen customer engagement, maximize customer lifetime value and drive measurable commercial performance across markets and brands. The role holder will establish the strategic direction and operating framework for customer data and CRM, ensures CLV insight and first-party customer data inform digital performance strategy in partnership with brand marketing Team Leads and agencies, and translates customer and performance insights into scalable initiatives that support business growth.

Responsibilities:

• Strategize the regional CRM, customer data, loyalty and digital performance agenda, establishing clear priorities and a multi-year roadmap aligned with the organization's commercial and marketing objectives.
• Establish the customer data strategy and operating framework, defining the role of the central team and ensuring customer data is effectively leveraged to strengthen segmentation, personalization, engagement and commercial decision-making.
• Lead the transition to Snowflake, ensuring continuity and enhancement of reporting dashboards, and establish customer lifetime value (CLV) and new-customer lifetime value (NCLV) as core metrics for marketing decision-making.
• Own customer data quality, consent management and compliance with applicable data protection regulations in every operating market, in partnership with IT and Legal.
• Oversee CRM and customer lifecycle strategies across acquisition, engagement, retention and reactivation, driving initiatives that increase active and loyal customers, customer lifetime value and CRM revenue contribution.
• Direct the development and evolution of loyalty initiatives, utilizing customer behavior and performance insights to strengthen loyalty penetration, engagement and long-term customer value across relevant brands and markets.
• Take ownership of the loyalty programs, refining them based on enrolment, usage and redemption performance, and lead the business case and launch of new programs.
• Oversee multi-channel CRM campaigns (email, SMS, WhatsApp, push notifications) that enhance customer loyalty and engagement.
• Develop customer journey maps across the lifecycle and work with relevant teams to resolve pain points across digital and physical touchpoints.
• Oversee administration of the CRM platform, ensuring it is fully integrated with other business systems, working with IT on issues and enhancements.
• Establish performance frameworks for digital traffic and acquisition channels, including AZADEA's digital commerce platforms and affiliate activities, ensuring traffic quality, volume, conversion and return on advertising spend are effectively managed, including the design and rollout of the Group affiliate program.
• Innovate the use of AI, automation and advanced analytics across CRM, customer data and digital performance activities to improve personalization, decision-making, operational effectiveness and scalability of service delivery.
• Forecast customer and digital performance trends using CRM, behavioral and channel data, translating insights into strategic recommendations and identifying opportunities to improve customer acquisition, retention, loyalty and commercial performance.
• Align with relevant stakeholders to integrate CRM and digital performance priorities into business plans and ensure initiatives respond to brand and market requirements.
• Establish performance measures and governance mechanisms across the function, monitoring CRM revenue contribution, active and loyal customer rates, customer lifetime value (CLV) and new-customer lifetime value (NCLV), retention and repeat purchase, loyalty enrolment, usage and redemption, CRM campaign engagement and conversion, customer satisfaction at key journey touchpoints, customer data quality and reporting continuity, affiliate programme performance, the value of customers acquired through paid media, and return on CRM and loyalty investment.
• Manage the CRM, Customer Data and Loyalty budget, ensuring cost-effective use of resources and strong return on investment.
• Recruit, train, motivate, and evaluate the team to ensure that the department has the necessary skill base. Ensure staff are optimally motivated and enabled to maximize their potential and contribution to the company.

Qualifications:

• Bachelor's degree in Marketing, or Business Administration, or Digital Marketing, or a related field. Master's degree is a plus.
• Eight to ten years of experience in CRM, or E-Commerce Data Analytics, or a similar role. Experience in multi-brand retail or F&B is preferred.
• Five years of experience in a managerial role.
• Knowledge of CRM and customer engagement platforms, such as MoEngage, Braze, CleverTap or equivalent.
• Advanced knowledge of digital performance marketing and campaign optimization.
• Proficiency in Google Analytics and digital performance measurement.
• Proficiency in Power BI and customer/performance data visualization.
• Proficiency in Meta Ads Manager and relevant digital advertising platforms.
• Working knowledge of SQL and cloud data warehouses (ideally Snowflake) is a plus.
• A/B testing and experimentation design.
• Proficiency in MS Office.
• Fluency in English.
• Fluency in Arabic or French is a plus.