Senior Associate - Loyalty CRM & Digital Marketing

Role Overview

Senior Associate - Loyalty CRM & Digital Marketing at Chalhoub Group. The role is based in the Middle East region and reports into the loyalty marketing function.

Company Overview

Chalhoub Group is a luxury retail group operating across the Middle East and LATAM with a presence in eight countries. The Group manages over 950 stores, online platforms, and mobile apps, distributes over 400 international luxury brands, and owns 10 brands across fashion, beauty, jewellery, watches, eyewear, and art de vivre. The organization employs over 16,000 professionals and is committed to sustainability, diversity, equity, and inclusion. Chalhoub Group is a member of the United Nations Global Compact, a signatory of the Women's Empowerment Principles, and has pledged to reach Net Zero by 2040.

Role Purpose

You will drive loyalty marketing strategy and execution across omnichannel touchpoints to increase member engagement, retention, and advocacy. You will develop and execute best-in-class, commercially driven digital and CRM initiatives while maintaining Brand DNA and delivering measurable KPIs and OKRs in partnership with internal teams and external agencies.

Key Responsibilities

Loyalty Strategy & Program Development

• Support in establishing loyalty as a Chalhoub Group asset through brand building, channel performance and maximization.
• Efficiently drive loyalty KPIs by identifying audiences, conversion levers, and opportunities within budget and backed by performance.
• Develop and implement loyalty lifecycle to drive customer engagement, retention, and advocacy.
• Ensure reach of members across channels with positive channel expansion, omnichannel execution, and hybrid concept adoption.
• Keep abreast of competition, marketing and industry trends, consumer research, best practices, and emerging technologies in loyalty marketing to identify opportunities for innovative strategies.

Analytics & Insights

• Conduct thorough analysis of customer data, segmentation, and behavioral insights to identify opportunities for personalized and targeted loyalty marketing campaigns.
• Analyze and interpret data to form insights of various marketing campaigns and channels.
• Conduct A/B tests and analyze campaign results to optimize loyalty marketing initiatives and maximize ROI.
• Monitor and analyze paid media metrics and conduct A/B tests across digital channels to optimize marketing content, customer journeys, and campaigns.

Cross-functional Collaboration

• Work closely with internal teams including Analytics, CVP, CRM, Product, Digital Media, and Operations to establish loyalty campaigns and lifecycle projects, followed by segmentation, implementation, testing, execution, and optimization.
• Collaborate with the creative team to develop compelling assets, such as emails, landing pages, and digital content.
• Work collaboratively with Central Media team to develop and execute media strategy for BAU and campaigns.
• Work closely with Creative Agencies to brief and manage creation and production of Loyalty Programme print and digital assets.
• Work closely with Lifecycle team, supplying content and publishing on the CMS and comms.

Customer Journey & Experience

• Create and optimize customer journeys, identifying touchpoints where loyalty marketing initiatives can be leveraged to enhance customer experience.
• Utilize UX/UI best practices to enhance user engagement, simplify navigation, and optimize overall user experience within the loyalty program.

Brand Management

• Maintain and uphold Brand identity and guidelines amongst internal and external partners.
• Ensure Brand values and visual guidelines are applied across all channels.
• Maintain Brand identity and guidelines as custodian for Arabic tone of voice.
• Sense-check, proofread, and at times copywrite content in English and Arabic prior to publishing or printing, ensuring content follows channel best practices.

Content & Collateral

• Establish loyalty content calendar for CRM, MUSE App, Web, and MUSE Gift Card, briefing and curating content relevant to key moments alongside Partner Brands.
• Manage content refresh in English and Arabic and uploads via the content management system (CMS) to ensure accuracy, relevance, and consistency of messaging across various channels.

Digital & Paid Media

• Oversee media campaigns, including social media advertising, display advertising, and search engine marketing to promote the program and drive customer acquisition and engagement.

Reporting & Administration

• Work closely with Central Data team and reporting tools to measure and report on performance of lifecycle and campaigns against Loyalty KPIs.
• Interpret and uncover new ways to improve marketing initiatives.
• Package performance reports and lessons learned in easy-to-understand presentations to present to various stakeholders.
• Provide regular reports and presentations on program performance to key stakeholders and senior management.
• Manage Marketing and CRM invoicing system by submitting, processing, and tracking invoices in timely manner to ensure vendor payments.

Cross-market Execution

• Support in inputting into integrated marketing calendar and trackers, and drive execution across teams, partners, and markets.
• Drive efficiencies for the programme and partners with keen focus on performance, impact of spend, and optimal ways of working.

Qualifications & Experience

• 5+ years of experience in omnichannel marketing within Loyalty Programmes and/or the luxury fashion, beauty, or hospitality industry.
• 3+ years of experience in CRM/Lifecycle in loyalty.
• Strong English and native Arabic verbal and written skills to manage copywriting and proofreading across both languages.
• Experience in navigating and managing content via CMS.

Skills & Competencies

• Loyalty and Digital tech stack comprehension, comfortable with platforms such as Google Analytics, Meta Business, Salesforce Marketing Cloud, and reporting tools.
• Strong ability to analyze and interpret data to form insights.
• Advanced level of computer literacy, particularly in PowerPoint and Figma.
• Strong analytical and problem-solving skills.
• Confident communicator with strong presentation skills.
• Highly organized with ability to multitask and manage multiple projects.
• Strong attention to detail.
• Proactive attitude and seeks out new responsibilities and opportunities.
• Ambitious with desire to learn and progress.
• Team player able to drive collaboration and lead execution.

Additional Information

Chalhoub Group offers a competitive benefits package including health care, child education contribution, remote and flexible working policies, and exclusive employee discounts. The Group supports career development through enriching experiences, learning and development opportunities, and exposure to different assignments within the role or through internal mobility.