Job title: Head of CLM & Loyalty
Job type: Permanent
Emp type: Full-time
Industry: Food and Beverage
Location: Dubai, AE
Job published: 2023-03-13
Job ID: 32553
Contact name: Lauren Davies
Contact email:

Job Description

Head of CLM & Loyalty for a one of the largest F&B company in the world to live and work in sunny, tax free Dubai!

Location Dubai, UAE

Salary 40-50K AED/month


  • Full relocation assistance for self & family
  • Family benefits, VIP Medical for all family up to 3 children & visas
  • Schooling allowance
  • Annual bonus based on company performance
  • Hybrid working model
  • Work half day on a friday
  • Can work anywhere in the world for one month
  • Advocate of mental health and mental health awareness and therefore offer additional wellness days

Required Knowledge/Experience:

Qualification & Prior experience

  • Minimum 6 years of overall marketing position
  • Experience with retail, service and/or multi-outlet industry highly regarded
  • Tertiary degree level qualification, with major in marketing or business-related discipline. Postgraduate (MBA) qualification would be a plus
  • Work experience in e-commerce/F&B/retail is a plus
  • Effective in multi-cultural environment is a pre-requisite
  • Progressive larger responsibilities within same organization is preferred
  • Must have depth and variation in communication styles to be able to succeed with Franchisors, owner-operators to corporate executives


  • Deep understanding in customer acquisition, re-engagement, and retention strategies. o Experience in Customer life cycle, segmentation and loyalty
  • General understanding of marketing technology workflows, interoperability, challenges and solutions

Technical and Tool Skills

  • Experienced with or able to demonstrate detailed knowledge of loyalty or CRM programs and the essential elements of their contribution to customer engagement
  • Experienced in planning, co-ordination and execution of campaigns and always-on initiatives, with excellent use of data for reporting and insight
  • Able to show success in meeting engagement targets across multiple customer segments or markets
  • Knowledge of analytics tools Google Analytics and Adjust required
  • Experience of Cheetah Digital, Braze, Clevertap would be a huge plus
  • Substantial experience with loyalty program launches

Analytics Skills

  • Great understanding and sense for consumer behavior and perceptions
  • Strong understanding of data analytics and customer segmentation
  • Excellent analytical and conceptual problem-solving skills
  • Strong background in customer re-engagement, and retention strategies
  • Ability to pull and organize complex data

Management Skills

  • Charismatic communicator and presenter
  • Excellent written, communication and organizational skills
  • Should be solutions oriented to define the right methodology to conduct analysis o Ability to prioritize business needs and focus on the impactful opportunities
  • Ability to manage diverse stakeholders (internal and external)
  • Experience presenting business results to executives in narrative form
  • Able to navigate through ambiguity

Soft Skills

  • Reliable leader with strong values
  • Ability to effectively manage multiple projects and tasks at the same time
  • Must have great attention to detail and be quick and agile
  • Strong self-starter
  • Fluent in English is a requirement
  • Arabic will be a plus

Key Responsibilities:

CRM & CLM (Customer Lifecycle Management)

  • Lead the development and execution of CRM strategy and function, including data gathering and quality, database understanding, targeting, marketing deployment and loyalty program enhancement and management
  • Lead strategy roadmap across all markets/countries and end-to-end execution of lifecycle campaigns to increase conversion and success against KPIs by leveraging channels
  • Define key priorities by markets for implementation and technologies needed and build data supported Business cases for strategic solutions
  • Create a customer engagement strategy, inclusive of a maturity matrix, to enable growth across multiple markets and influence adoption of digital channels
  • Evolve and optimize email, direct mail, SMS and touchpoint strategy to maximize customer loyalty and drive retention
  • Develop measurement framework to evaluate impact of CRM/CLM project short and long term Drive strategic decision making through effective communication at a senior management level
  • Support cross functional initiatives by serving as a thought leader across the company, providing consultation and best practices for CRM and customer engagement
  • Recognize inefficient processes and apply technology and automation to solve them
  • Drive analysis of customer value and behavior data to produce actionable insights to embed onto life cycle campaigns that drive business strategies and value
  • Feed into strategic conversations and prioritization activities within the digital customer experience and loyalty space
  • Establish strong relationship with Franchisee teams, Products, Data science, Design, and other counterparts, collaborate on prioritization for roadmap and resolve dependencies
  • Work with the data team to establish measurement best practices and create global benchmarking and KPI tracking
  • Serve as the SME to influence KPI's and revenue growth from customer onboarding to high-frequency customer segments


  • Design an impactful promise for the loyalty program and ensure implementation, activation and measurement
  • Evolve loyalty program to be a powerful loyalty driver that is consistent with the vision of the brand
  • Manage all aspects of marketing, media planning and PR related to the Loyalty program as well as the execution of the related direct marketing campaigns (target, offer…)
  • Deliver and communicate customer engagement and loyalty best practice in the region, optimizing against KPIs and supporting the learning with quantitative and qualitative reporting
  • Create structured business and engagement plans for seasonal comms across the region
  • Conduct market research in partnership with the internal team to better understand new consumer expectations and rework the loyalty promise accordingly
  • Interpret campaign performance data and turn them into actionable business insights and communication guidelines
  • Build the brand love for the loyalty program buy building a strong promise and communicating loudly about the perks
  • Build Regional toolkit development for loyalty and customer Engagement

About the Role:

Responsible for leading the overall CRM, CLM & Customer Loyalty Strategy across all omni-channel platforms, as well as leverage brand building and digital engagement strategy within the scope of digital marketing calendar.

The responsibilities include leading the overall CRM, CLM (Customer Lifecycle Management) & Customer Loyalty Strategy. Candidate must be highly data-driven, Strategic thinker and problem solver and able to break down business needs into technical requirements. Must be a self-starter, comfortable with ambiguity, superb attention to detail, and the ability to work in a fast-paced environment. Must lead with minimal supervision and work well in a team environment.

She/He should be a cross-functional collaborator who can lead with influence and drive multiple priorities in a fast-paced environment by working closely with Product, Data Science, Engineering, Marketing, media and creative agencies, Franchisor Partners and technical teams