Assistant Vice President - Loyalty Marketing

Job Purpose

Develop and deliver loyalty marketing strategies across assigned priority verticals (e.g., Retail, Hospitality, Real Estate, or Education), driving measurable growth in revenue, profit, and market share within those focus areas. Develop short- and long-term loyalty campaigns and lifecycle promotions framework. Lead marketing campaign strategy, drive database growth and sales penetration across the group. Drive and maximize incremental revenue through campaigns for loyalty program.

Roles and Responsibilities

Strategic Responsibilities

• Own marketing strategy and execution for selected priority verticals, ensuring deep vertical alignment, strong stakeholder engagement, and delivery of measurable commercial outcomes.

• Own the loyalty marketing P&L for selected verticals, overseeing budget planning, allocation, and financial forecasting.

• Evaluate and prioritize marketing initiatives based on ROI, business impact, and strategic objectives alignment.

• Develop and deliver multi-channel integrated loyalty campaigns in collaboration with key stakeholders, ensuring effective and efficient execution of the marketing plan, while also supporting ad-hoc campaign requests and planning as needed.

• Conceptualize and execute strategic loyalty points offers in partnership with internal and external teams, leveraging data analytics and KPIs to optimize acquisition, activation, and retention.

• Drive higher activation rates and incremental revenue by implementing and refining lifecycle marketing programs and enhancing BAU campaign targeting.

• Partner closely with marketing leaders across assigned verticals, acting as the primary loyalty marketing lead for those areas while ensuring alignment with the broader loyalty program strategy.

• Ensure the loyalty program brand is infused across all touch points of Aldar, Joint Ventures and Third-party partnerships.

Functional Responsibilities

• Develop industry-leading personalized customer journeys to deepen the relationship with Darna members, including customer needs, messaging strategy, offer strategy, and engagement timing.

• Drive, communications and product marketing, and new customer generation.

• Responsible for customer-centric and data-driven strategies, including the planning, execution, and optimization of paid media, digital performance marketing, and owned and earned channels to drive acquisition, engagement, and conversion.

• Lead paid media and digital marketing strategy across performance channels (e.g., search, social, display, programmatic, app marketing), ensuring strong ROI, optimized spend allocation, and continuous performance improvement.

• Drive performance marketing capability including campaign targeting, attribution modelling, media optimization, and budget allocation across digital channels.

• Create improvements for all key customer metrics: cross sell, customer migration, lifetime value.

• Align customer touchpoints with targeted communications tailored to defined segments and campaign objectives.

• Prepare and manage annual budgets, ensuring efficient spend and profitability.

• Ensure all marketing activities comply with legal, regulatory, and data privacy requirements.

• Work closely with operations team to establish controls to ensure program integrity, fraud prevention, and fair usage of rewards.

RELATED YEARS OF EXPERIENCE

Min of 8+ years of relevant experience in loyalty, customer lifecycle, or strategic marketing. A track record in real estate and/or retail industries is highly preferred.

TECHNICAL AND INTERPERSONAL SKILLS

• Strong expertise in paid media, digital performance marketing, and marketing technology platforms (e.g., Google Ads, Meta, programmatic platforms, CRM/CDP environments).

• Proven experience managing digital media budgets and optimizing campaigns using data-driven methodologies.

• Experience with marketing attribution models, audience segmentation, and digital funnel optimization.

• Strong leadership skills with the ability to build relationships cross-functionally and to influence and build consensus among teams.

• Proven experience in defining marketing strategies and leading marketing campaigns which have delivered growth and positive ROI at strategic program level and campaign level.

• Track record of driving results through cross-functional collaboration

• Deep understanding of business objectives, advanced analytics, and the ability to develop and fund actionable plans to drive results.

• Skilled in leveraging data-driven marketing strategies, measuring ROI, and applying complex analytical methods.

QUALIFICATION

Bachelor’s degree in Marketing or Business Administration