Vice President - Loyalty Operations

JOB PURPOSE Lead the operational strategy of the programme as part of the overall loyalty strategy and execute according to scope, service level, operating procedures and cost, to drive short and long term financial and operational goals. Design and lead the strategic development of loyalty product and product roadmap. Management and continuous improvement of the loyalty platform technology operating environment. Working across the digital product lifecycle, this position is accountable for delivering key, prioritized parts of the digital loyalty strategy guided by customer, commercial and technical innovations. This position will also measure the product post-launch to ensure efficiency, customer adoption and satisfaction This role is exclusive to UAE Nationals Roles and Responsibilities Strategic Responsibilities Responsible for creating a seamless and personalized digital experience through the loyalty programme, that is engaging, valuable and fun for members across product management, ecommerce and user experience Partner with Technology and Digital Products teams to provide guidance and recommendations to drive loyalty innovation and growth based on the programme’s road map timing Deliver and update the multi-year digital loyalty roadmap, including digital customer journey, benefits, customer KPIs and drive new and dynamic digital initiatives to our existing base of members while reaching out to new prospect members Deliver a point of view on best-in-class digital loyalty practices and technologies, based on customer insights, customer-level testing and analytics and market and competitive data with the goal of driving incremental customer loyalty and financial value Formulate and enhance the digital strategy by staying up to date on Loyalty technologies and trends Functional Responsibilities Define and manage the Darna loyalty offer(s), including program structure, roadmap, benefits, program offer expense management, as well as implementing and managing the data architecture systems needed to support long-term goals. Champion the digital loyalty roadmap and prioritization of new features; provide input to the annual product lifecycles including roadmap, backlog grooming and launch as well as the enhancement and extensibility of existing loyalty products and services In line with the loyalty programme strategy and design, seek out and exploit digital loyalty programme development opportunities, innovation and gamification to drive customer acquisition and penetration within the business portfolios Conceptualize and launch loyalty digital platforms and initiatives, from business case development, user story creation, prototyping and piloting, through activation Work closely with stakeholders to ensure all dependencies and impediments are understood so new features can be released in a timely manner: Highlight product features and improvements in a manner clearly understandable to the development team; Drive sprint planning and demo meetings to track and monitor sprint achievement, as well as to scrum team; Define and execute go-to-market strategies for the digital loyalty initiatives across all participating brands and markets; and training plans, working with marketing, operations, change management and development teams Collaborate with IT to develop appropriate capital budget investments to support and grow the digital initiatives of loyalty programme Work with project teams and sub-teams to develop and implement digital loyalty enhancements and products. Manages these projects in accordance with loyalty programme’s established program methodologies. Ensures that multiple projects meet specified timelines and deliver expected results People Development Guide and motivate subordinates to enhance performance and produce quality work, and ensure that they are continuously developed for higher-level roles Coach and mentor the team and stakeholders on domain expertise of loyalty, consumer marketing and brand marketing RELATED YEARS OF EXPERIENCE : Min of 10+ years’ experience in commercial or strategic partnerships, preferably with loyalty YOE IN MANAGERIAL POSITION: Min of 2+ years of managerial experience. FIELD OF EXPERIENCE: Loyalty Programs, CRM, Platforms, Mobile App Roadmap, Loyalty Digital Platforms industry knowledge and experience in business development. TECHNICAL AND INTERPERSONAL SKILLS Experience working in various development environments. Experience writing user stories and using product management and development tracking tools Strong technical product management background, with demonstrated experience leading cross-functional technology Proven multi-channel marketing experience with heavy emphasis on online and offline channels Experience integrating and aligning Customer Relationship Management platform functionality with business processes Familiarity with financial models (e.g. ROI, forecast models) and structuring and writing presentations Highly develop

Minimum 10+ years of experience in customer operations, service delivery, or operations leadership ideally within loyalty. Loyalty Programs and Platforms, CRM and Customer Service Technologies, Partner and Merchant Operations. Strong understanding of service management, SLAs, KPIs, and operational governance. Experience managing complex vendor and partner ecosystems. Strong analytical mindset with ability to use VOC and data to drive decisions. Proven ability to scale operations in high-growth environments. Excellent stakeholder management and executive communication skills. Strong risk awareness and compliance orientation. Bachelor’s degree in business administration, Operations, or related field.

Own the end-to-end customer operations strategy, designing and managing service models across contact centres, in-mall desks, and digital support channels. Define and govern processes, SLAs, and KPIs to improve response times, resolution rates, and member satisfaction. Lead scaling of operational capabilities through resourcing, outsourcing, and technology models. Act as senior escalation point for operational risks, service failures, and customer experience issues. Oversee loyalty systems operations ensuring uptime, stability, and security of LMS, CRM, card linking, receipt scanning, and gift cards in regulatory and data-security compliant manner. Drive continuous improvement of member journeys across onboarding, earn, redemption, tier management, and complaints handling. Lead partner and merchant operations, onboarding, integration, training, and ongoing support for tenants, merchants, and ecosystem partners. Manage delivery of innovations including receipt scanning, card-linking, and gift card capabilities. Embed VOC, analytics, and feedback into decisions to reduce cost-to-serve and boost satisfaction. Implement robust operational risk and compliance frameworks including fraud, card misuse, and data privacy controls and ensure audit readiness. Build and develop high-performing customer operations teams with clear accountability, KPIs, and performance management. Coach and mentor team members to build operational and problem-solving capabilities. Foster a culture of customer obsession, continuous improvement, and operational discipline across customer-facing teams and partners.