Senior CVM & Commercial Manager

Role Overview

Senior CVM & Commercial Manager at Al Tayer Group. This role is responsible for building and leading the Customer Value Management practice for the luxury retail loyalty program while establishing it as an independent viable standalone commercial entity.

Role Purpose

Drive long-term revenue growth by identifying, understanding, and maximizing the value of members segment by segment and down to each individual member. Optimize retention and reduce churn or attrition. Establish the CVM function from scratch, develop strong strategies and playbooks, and continuously optimize performance through data-driven insights and testing.

Key Responsibilities

Practice Setup & Strategy Development

• Lead the establishment of the CVM practice, including defining governance, processes, tools, and cross-functional collaboration frameworks.
• Develop and own the overall CVM strategy while aligning with broader business objectives and luxury brand values of exclusivity, personalization, and long-term relationships.
• Create and maintain a comprehensive CVM Playbook covering segmentation methodologies, strategy frameworks, campaign playbooks, customer journey blueprints, and best practices.
• Create a knowledge base of case studies that become a ready reference for the business.
• Stay abreast of industry trends, competitive benchmarks, and emerging technologies in loyalty, personalization, and customer valuation.

Loyalty Currency, Commercial Modelling & CPP/VPP Management

• Own and manage the Cost Per Point (CPP) and Value Per Point (VPP) models, ensuring the loyalty currency remains commercially viable and competitive.
• Conduct CPP/VPP calculations for earning, redemption, partner funding, promotions, and liability management.
• Build, model, and evaluate financial scenarios for internal and external partnerships tied to the loyalty currency.
• Ensure commercial decisions balance member value, profitability, and breakage forecasting.
• Work with the Partnerships unit to enable negotiations and commercial agreements with external partner brands.

Customer Segmentation & Value Growth

• Identify and refine customer value segments using behavioral, transactional, demographic, and psychographic data in conjunction with the Data Analytics & Insights team.
• Partner closely with the Data Analytics & Insights team to quantify potential growth opportunities, lifetime value projections, and migration paths, including specific cross-sell and upsell opportunities for each segment.
• Define tailored value-maximization strategies for each segment, focusing on retention, reactivation, upselling, cross-selling, churn management, and advocacy.

KPIs, Measurement & Optimization

• Establish clear, actionable KPIs and dashboards to measure segment-wise performance, campaign effectiveness, ROI, and overall program impact including share of wallet, retention rates, LTV uplift, engagement scores, and churn reduction.
• Implement rigorous testing frameworks including A/B testing, control groups, and multivariate experiments.
• Drive continuous optimization of strategies, journeys, and communications.

Campaign Design & Automation

• Design personalized campaigns and initiatives tailored to luxury customers' preferences and lifestyles to deliver segment-wise objectives.
• Define end-to-end customer journeys with predefined triggers, timing, offers, content, and channels including email, SMS, app push, and in-store.
• Lead the automation of these journeys within the CRM/loyalty platform, ensuring seamless execution and scalability.
• Work with loyalty operations and product management to ensure necessary integrations with Loyalty Management System and Loyalty Program mobile app for seamless and error-free execution.
• Collaborate with creative, digital, and merchandising teams to ensure campaigns reflect luxury brand standards and deliver exceptional customer experiences.

Cross-Functional Leadership

• Act as a key bridge between Loyalty, Analytics, Marketing, IT, and Store Operations teams.
• Work closely with Insights & Analytics, Marketing, CRM, and Digital teams to deliver exceptional, tailored experiences that strengthen member loyalty and lifetime value across the ecosystem.
• Provide strategic guidance and coaching to junior team members and cross-functional partners on CVM principles.
• Demonstrate ability to influence senior stakeholders throughout the organization, both technical and non-technical.

Qualifications & Experience

• Bachelor's degree in Marketing, Business, Statistics, or related field; MBA or advanced degree preferred.
• 12+ years of progressive experience in CVM, CRM, Loyalty Marketing, or Customer Analytics, with at least 3–5 years in a senior role.
• Luxury retail, fashion, high-end hospitality, airline, banking, or telecom experience strongly preferred.
• Experience communicating with fast-paced, highly cross-functional teams with multiple stakeholders.
• Proven track record of building CVM practices or loyalty programs from inception.
• Strong commercial acumen and demonstrated success in driving revenue growth through segmentation and personalized customer strategies.
• Understanding of luxury consumer expectations.

Skills & Competencies

• Expertise in customer segmentation, lifetime value modeling, and journey design and automation.
• Astute analytical mindset with the ability to identify actionable strategies from complex data sets.
• Hands-on experience with CRM/loyalty platforms such as Salesforce, Adobe Experience Cloud, Braze, or similar.
• Hands-on experience with marketing automation tools and customer data platforms.
• Thorough understanding and hands-on experience in commercial and financial modeling.
• CPP, VPP, and loyalty currency expertise.
• Project management expertise and experience managing vendors and contractors.
• Project management and stakeholder management skills.
• Expert negotiation skills.
• Fintech, cards, and payment industry experience.
• Creative yet data-driven approach to campaign design with luxury category and customer awareness.
• Strong communication and presentation skills, with the ability to influence senior leadership.
• Expertise in KPI setting, testing, and optimization methodologies.
• Creativity in experience and value design.
• Excellent collaborative and stakeholder management skills.
• Capable people manager.
• Proactive, self-motivated, and commercially minded.
• Innovative problem solver with an optimistic but pragmatic approach.
• Adaptable, hardworking, and personable.
• Team player with the ability to take complex financial data and explain the insights clearly to non-financial colleagues.
• Basic analysis and modeling skills.
• Excellent analytical and critical thinking skills combined with strong verbal and written communication skills.
• Ability to forge long-term, trusting business relationships with senior management and can advise, support, and challenge to achieve successful outcomes in a fast-moving, strongly results-driven environment.

Additional Information

• English and preferably Arabic language proficiency required.