About the role


JOB DESCRIPTION		Job Role:	Job Role ID:

SECTION I: BASIC INFORMATION ABOUT THE JOB ROLE
Outlines the count of employees reporting and financial and geographic scope of the role

Job Role Variant	Sr Team Lead - Loyalty Marketing		Manager Job Position

Job Position ID			Value Stream	Revenue and Markets

Job Family	Marketing		Sub-Job Family	Marketing

Grade/Level	H		Location
SECTION II: PURPOSE OF THE ROLE
A two to three line statement outlining the objective or the reason for which the job exists.
To ensure successful on-ground implementation of the loyalty marketing programmes across the comapany through their NVPs, developing and implementing strategies to enhance customer loyalty, retention, and engagement through customer segmentation, designing targeted campaigns and strong stakeholder management in order to enable achievement of the strategic business objectives
SECTION III: KEY RESPONSIBILITIES AND ACCOUNTABILITIES OF THE ROLE
List of responsibilities attached to the role are documented below. These responsibilities are representative and the role holder is also responsible for any other job assigned by the superior authorities from time to time. This section in not intended to be an exhaustive listing of all activities done by the role holder. It should capture only the key responsibilities of the role
Responsibilities
Functional Planning and Strategy	- Develop and design loyalty marketing strategies and programs to increase customer retention, loyalty, and engagement in alignment with strategic business objectives - Create consolidated budget & recommend budgeting allocation across the team - Monitor/ oversee adherence to budget / funding plan and ensure the function maintains required financial health - Monitor industry trends and benchmark the company's loyalty program against competitors to identify opportunities for differentiation and innovation
Key Business KPIs	- Achieve monthly targets of Enrolments, Active%, Earn/Burn Ratio - Coordinate with State Teams to drive engagement and drive KPIs - Drive agreed conversions on campigns (Lasper activation, Profile update, Redemption, Partnerships etc) - Analyse customer data and behaviour to segment customers based on their preferences, purchase history, and demographics. Use these insights to personalize loyalty offers and communications - Create targeted marketing campaigns that promote loyalty program benefits and rewards, utilizing various channels such as email, social media, in-app notifications, and SMS to reach customers effectively - Develop compelling loyalty program content, including messaging, offers, and promotions, to communicate the value of the program and its benefits to customers
Loyalty Operations	- Collaborate with the relevant stakeholders to ensure seamless integration with broader marketing efforts - Clearly define the objectives of the campaign and formulate hypotheses about what elements might drive the desired customer behaviour, such as increased engagement or higher conversion rates and oversee testing of campaigns - Handle escalated complexities, minimize TAT and manage other day-to-day activities - Prepare analytical dashboard with analytical insights and present to senior leadership to assist in decision making regarding the campaigns - Liaise with the finance team for reconciliation of vendor invoices and ensure that payments are released through the procurement team
Partnerships & Alliances	- Explore and establish partnerships with other businesses or brands to expand the reach and appeal of the loyalty program, potentially offering cross-promotional opportunities and shared rewards - Co-create exclusive offers, rewards, or benefits for shared customers by work with partner organizations - Ensure a seamless integration of loyalty programs between partner organizations - Cultivate strong relationships with partner organizations to foster trust and collaboration. Regularly communicate with partners to maintain alignment and address any issues that arise
Stakeholder Management	- Collaborate with cross-functional teams, including sales, customer service, and product development, to align loyalty marketing efforts with other business functions and ensure a cohesive customer experience - Onboard vendors for redemption of loyalty benefits and manage the vendor lifecycle - Liaison with procurement and finance team to ensure invoicing reconciliation and vendor payment - Actively seek opportunities to network, attend industry events, and participate in professional communities to expand your stakeholder network - Gather customer feedback and insights to identify pain points and areas of improvement for the loyalty program - Continuously iterate and enhance the program based on customer preferences and business objectives
Policies, Processes and Procedures	- Implement approved policies, processes, procedures and monitor their adherence so that work is carried out in a controlled manner - Identify opportunities for continuous improvement of policies, processes and procedures taking into account leading practices, improvement of business processes, cost reduction and productivity improvement - Monitor day-to-day activities to ensure compliance with stipulated policies and procedures
SECTION IV: SUCCESS METRICS (TOP 3-5 KPI's)
Metrics that are used to evaluate the success / performance of the role; specific targets do not need to be included as those would change from Y-o-Y
- No. of enrolments as per AOP - Active % - Loyalty Penetration - Churn control - Accuracy of database - Strategic campaigns and conversions to drive KPIs
SECTION V: OPERATING NETWORK
Key interactions which are essential to execute the role. This will include both internal and external stakeholders
Key Interactions:
Internal	State Teams, Analytics Team, Finance & Accounts, Marketing Services, CRM/Contact Centre, Procurement Team, Tech Team
External	Vendors, Tech Partner, Co-Brand Partners, Cross-Promotion Partners, Customers
SECTION VI: KNOWLEDGE AND COMPETENCIES
Minimum qualification, technical competencies and capabilities which are essential to execute the role. It may not be a reflection of job holder's own qualification and competencies
Education Qualifications	- Bachelors degree in any field - Masters in Business Administration preferred
Experience (Must Have & Good to Have)	- 6-9 years of experience with significant experience in loyalty ; Experience across industries preferred - Prior experience in Stakeholder Management
Functional / Behavioural competencies required to execute the role	FUNCTIONAL COMPETENCIES		BEHAVIORAL COMPETENCIES
	- Data Analysis - Impact Analysis - Knowledge of customer behaviour - Knowledge of customer segmentation - Knowledge of MIS/Reporting - Problem Solving

Loyalty Marketing

About the role