Vice President - Loyalty Marketing

Job Purpose

Develop and deliver the marketing strategy for Live Aldar and Darna Rewards, both online and offline to drive measurable growth in revenue, profit, and market share. Also, to develop short and long-term loyalty campaigns and lifecycle promotions framework, as well as lead marketing campaign strategy, drive database growth and sales penetration across the group.

Roles and Responsibilities

Strategic Responsibilities

• Develop and own marketing strategies for Darna Rewards and Live Aldar, including separate annual plans, acquisition and retention targets, and incremental revenue goals.
• Define the positioning, differentiation, and brand identity for Live Aldar and Darna Rewards, ensuring each serves its target audience while reinforcing the broader Aldar loyalty ecosystem.
• Own the marketing P&L, overseeing budget planning, allocation, and financial forecasting.
• Establish governance for how Live Aldar and Darna Rewards interact - cross-member journeys, shared campaigns, referral mechanics, and co-benefit offers where commercially viable.
• Evaluate and prioritize marketing initiatives based on ROI, business impact, and strategic objectives alignment.
• Develop and deliver multi-channel integrated loyalty campaigns in collaboration with key stakeholders, ensuring effective and efficient execution of the marketing plan, while also supporting ad-hoc campaign requests and planning as needed.
• 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.
• Drive higher activation rates and incremental revenue by implementing and refining lifecycle marketing programs and enhancing BAU campaign targeting.
• Partner with marketing leaders across Real Estate, Retail, and other verticals to design and deliver integrated loyalty marketing plans, ensuring alignment with broader marketing strategies and key asset-level calendars.
• Owns the loyalty program brand ensuring brand cadence across all touch points of Aldar, Joint Ventures and Third-party partnerships.

Functional Responsibilities

• Drive lifecycle marketing programs for Live Aldar and Darna Rewards with tailored segmentation strategies, offer architectures, and engagement cadences suited to each program's member profile.
• Own content, communications, and performance marketing across all paid, owned, and earned channels, ensuring brand-appropriate tone and relevance for each audience.
• Build personalized customer journeys - spanning messaging, offers, and engagement timing - underpinned by data-driven lifecycle strategies across in-store and online touchpoints.
• Continuously improve key customer metrics (retention, acquisition, conversion, cross-sell, lifetime value, and ROI) through targeted creative communications aligned to defined member segments and campaign objectives.
• Manage annual program budgets to maximize profitability, and ensure all activities comply with legal, regulatory, and data privacy requirements.
• Partner with data and technology teams to establish KPIs, dashboards, and attribution models that track performance across both programs.

Qualifications & Skills

• Min of 10+ years of relevant experience in loyalty, customer lifecycle, or strategic marketing. A track record in retail industries is highly preferred.
• Bachelor’s degree in Marketing or Business Administration.

• 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.

• Skilled in leveraging data-driven marketing strategies, measuring ROI, and applying complex analytical methods.

• Proven understanding of paid media and performance marketing channels (search, social, programmatic) sufficient to direct strategy and evaluate agency/team outputs across both programs.