Head of CRM

Roles and responsibilities

Head of CRM and Loyalty serves as the voice of the customer and will champion key decision making

that impacts the view of Al Tayer Insignia enabling key departments to make critical and informative

decisions to achieve growth and retention. This role is responsible for optimizing and developing Al Tayer Insignia customer base with touchpoints across all functionalities revolved around the customer. This includes data management, data protection, data integrity, system evaluation, analytical strategy, market insights and quality database growth and retention. The role is responsible for delivering the Al Tayer Insignia CRM & Loyalty strategy throughout Retail and Omni portfolios. This role will engage with key stakeholders across commercial and support functions namely Marketing, IT, Digital and Retail to ensure a seamless customer experience within all touchpoints that relate to the ATI vision of delivering a best-in-class Loyalty and CRM program. Through intelligent utilization of data and system optimization this role will be required to execute the program and work towards continuous enhancements based on local and global best practice.

What You’ll Be Doing

Functional Roles & Responsibilities

• Set strategic target for the CRM and Loyalty base to support all business divisions

• Set and deliver KPIs for CRM and Loyalty to ensure continuous growth

• Manage all CRM applications with strong experience in martech and automation, ensuring

• systems optimization in line with strategic business needs for CRM and Loyalty systems to

• provide an effective sales funnel

• Ability to analyse customer data and strong understanding of customer segmentation.

• Monitor customer behaviour through current system availability

• Streamline customer data under one customer view

• Consult Marketing with a strategic approach towards the marketing calendar

• Evaluate customer growth across different markets and customer groups where the

• business has presence

Desired candidate profile

Plan and manage Omni channel marketing campaigns based on data insights

• Identify and implement innovative solutions to engage with customers across multiple

• touchpoints

• Conduct market research to follow trends and competition

• Participate and facilitate in customer strategy discussions across Al Tayer Group relating to

• Al Tayer Insignia, including but not limited to discussions with senior stakeholders,

• committees and quarterly planning sessions etc.

• Establish the governance of the CRM and Loyalty function within the Customer Experience

• department

• Recommend changes to CRM and Loyalty methodology

• Recommend initiatives to division heads (commercial and support) to drive customer

• advocacy

• Build, maintain and optimize the customer journey to enhance the overall customer

• experience across Al Tayer Insignia for all segments of customers

• Track marketing metrics and trends, such as conversion rates and web analytics

• Support promotional campaigns to reach prospective customers

• Manage all reporting across different stakeholders

• Manage the development of CRM and Loyalty parameters

• Provide guidance on processes to follow to achieve a streamlined management

• Stakeholder management across the business to ensure aligned across initiatives

• Supervise and manage the analytical processes related to feedback along with the

• respective generation of insights

• Support the existing reporting structure and provide best practice guidance to commercial

• managers to drive better usage of analytics capabilities

• Manage day-to-day CRM and Loyalty issues as they arise, supporting key stakeholders

• Oversee technical support and systems training for CRM and Loyalty team to ensure a

• seamless customer experience

• Manage the development of the Loyalty Program

• Enhance systems capability to integrate NPS and Loyalty experiences

• Define customer acquisition and retention strategies to ensure a best-in-class Loyalty

• Program for Al Tayer Insignia

• Monitor and evaluate the strategy road map for the Loyalty Program and NPS

• Enhance the Loyalty Program positioning with key partners including JV brands

• Work with Digital Marketing teams to develop loyalty opportunities with affiliates