Assistant Vice President - Loyalty Marketing (UAE Nationals)

Role Overview

Assistant Vice President - Loyalty Marketing for Aldar Properties in the UAE. This role is open to UAE Nationals.

Role Purpose

Develop and deliver loyalty marketing strategies across assigned priority verticals including Retail, Hospitality, Real Estate, and Education, driving measurable growth in revenue, profit, and market share. Lead the design and execution of short- and long-term loyalty campaigns and lifecycle promotions frameworks while driving database growth, sales penetration, and incremental revenue across the group.

Key Responsibilities

Strategy & Planning

• Own marketing strategy and execution for selected priority verticals, ensuring deep vertical alignment, strong stakeholder engagement, and delivery of measurable commercial outcomes.
• Develop and deliver multi-channel integrated loyalty campaigns in collaboration with key stakeholders, ensuring effective and efficient execution of the marketing plan while supporting ad-hoc campaign requests.
• Lead paid media and digital marketing strategy across performance channels including search, social, display, programmatic, and app marketing.
• Develop industry-leading personalized customer journeys to deepen relationships with Darna members, including customer needs analysis, messaging strategy, offer strategy, and engagement timing.
• 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.
• Align customer touchpoints with targeted communications tailored to defined segments and campaign objectives.

P&L & Financial Management

• Own the loyalty marketing P&L for selected verticals, overseeing budget planning, allocation, and financial forecasting.
• Prepare and manage annual budgets, ensuring efficient spend and profitability.
• Evaluate and prioritize marketing initiatives based on ROI, business impact, and strategic objectives alignment.

Campaign Execution & Performance

• Drive higher activation rates and incremental revenue by implementing and refining lifecycle marketing programs and enhancing business-as-usual campaign targeting.
• Drive, communications and product marketing, and new customer generation.
• Drive performance marketing capability including campaign targeting, attribution modelling, media optimization, and budget allocation across digital channels.
• Ensure strong ROI, optimized spend allocation, and continuous performance improvement across digital channels.
• Create improvements for all key customer metrics: cross sell, customer migration, lifetime value.

Stakeholder & Brand Management

• 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.

Compliance & Governance

• 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.

Digital Marketing & Analytics

• Lead paid media and digital marketing strategy across performance channels, ensuring strong ROI, optimized spend allocation, and continuous performance improvement.
• Develop 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.
• Leverage data-driven marketing strategies, measure ROI, and apply complex analytical methods to inform decision-making.

Qualifications & Experience

• Minimum 8 years of relevant experience in loyalty, customer lifecycle, or strategic marketing.
• Track record in real estate and/or retail industries highly preferred.
• Bachelor's degree in Marketing or Business Administration.

Skills & Competencies

• Strong expertise in paid media, digital performance marketing, and marketing technology platforms including Google Ads, Meta, programmatic platforms, and 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.