Customer Engagement and Loyalty Leader

About Alsulaiman Group

Since its inception in 1983, Alsulaiman Group has evolved from a single strategic investment into a pioneering force behind some of the region’s most influential and trusted brands. Rooted in the visionary leadership of H.E. Sheikh Abdullah Bin Sulaiman AlHamdan and guided by the forward-thinking direction of H.E. Dr. Ghassan Alsulaiman, the Group has consistently redefined business excellence by building enterprises with a clear purpose. Today, it stands as a leading investment group with a diversified portfolio of nine companies, each addressing critical market gaps while shaping industries and enhancing customer experiences.

Purpose of the Role

The Customer Engagement and Loyalty Leader is tasked with designing and executing comprehensive customer engagement and loyalty strategies that deepen customer relationships, enhance retention, and drive sustainable business growth. This pivotal role is responsible for the full lifecycle management of loyalty programs, from strategic development and implementation to performance optimization and continuous enhancement. By collaborating closely with cross-functional teams, the position harnesses customer insights, advanced data analytics, cutting-edge loyalty technologies, and digital solutions to deliver seamless, personalized, and impactful customer experiences. The ultimate goal is to elevate customer engagement, increase customer lifetime value, foster repeat behavior, and generate measurable improvements in both customer and commercial performance.

Key Accountabilities

• Strategic Leadership: Develop and lead the Customer Engagement and Loyalty strategy, ensuring full alignment with corporate objectives, customer retention targets, and commercial priorities to drive long-term value.
• Loyalty Program Design and Evolution: Create, implement, and continuously refine loyalty program frameworks, including membership structures, tiered membership models, earn-and-burn mechanics, rewards, benefits, and engagement journeys tailored to the unique customer lifecycle strategies of each brand.
• Program Delivery and Governance: Oversee the end-to-end delivery and governance of loyalty programs, managing program setup, operational execution, campaign deployment, partner integration, performance monitoring, and ongoing optimization to ensure seamless execution and maximum impact.
• Budget and Investment Management: Responsibly manage the loyalty and customer engagement budget, optimizing resource allocation, monitoring return on investment (ROI), and developing robust business cases for new initiatives, enhancements, and technology investments to support scalable growth.
• Technology and Platform Leadership: Lead the selection, implementation, and management of loyalty management systems, CRM platforms, Customer Data Platforms (CDP), and customer engagement tools, ensuring vendor performance, contractual compliance, system effectiveness, and scalability to meet evolving business needs.
• Customer Lifecycle Management: Drive initiatives focused on customer acquisition, onboarding, activation, retention, and reactivation to expand the loyalty member base and elevate customer engagement across all brands and touchpoints.
• Omnichannel Engagement Strategy: Develop and execute cohesive omnichannel customer engagement strategies across email, SMS, push notifications, WhatsApp, in-app messaging, web platforms, and emerging digital channels, delivering consistent, relevant, and personalized experiences while strictly adhering to data privacy regulations and customer communication preferences.
• Data-Driven Personalization: Utilize customer data, advanced analytics, and segmentation techniques to design personalized customer journeys and targeted campaigns that enhance engagement, strengthen loyalty, improve customer experience, and drive commercial success.
• Testing and Optimization: Foster a culture of experimentation and continuous improvement by implementing rigorous testing and optimization frameworks, including A/B and multivariate testing, to refine campaign effectiveness, boost customer engagement, and increase conversion rates.
• Performance Measurement and Reporting: Define, track, and report on critical loyalty and engagement KPIs, such as member growth, active member rates, retention metrics, Customer Lifetime Value (CLTV), redemption rates, recency, frequency, ROI, campaign performance, and overall customer engagement to provide actionable insights to leadership.
• Stakeholder Collaboration: Partner effectively with Marketing, Commercial, Digital, E-commerce, Customer Service, Finance, Data & Analytics, and Technology teams to ensure seamless execution of loyalty and customer engagement initiatives, driving alignment and shared success across the organization.