Head of Loyalty

Al Tayer Insignia | Head of Loyalty

About Us

As a leader in luxury retail in the Middle East, Al Tayer Group's retail division, Al Tayer Insignia, hosts a portfolio of some of the world’s best luxury brands in the fashion, jewellery, home, and department store categories. Complementing its position in luxury retail, Al Tayer Insignia has also built new frontiers in lifestyle retail, representing leading brands in the Beauty, Home, Fashion and Hospitality sectors. Our brands include Bloomingdales, Harvey Nichols, Amarni and newly added Gym Shark and The White Company, to name just a few!

About The Role

The Head of Loyalty serves as the voice of the customer and will champion key decision making that impacts the view of Al Tayer Insignia enabling key departments to make critical and informative decisions to achieve growth and retention.  The role is responsible for delivering the Al Tayer Insignia Loyalty strategy and Amber programme, actively engaging with senior stakeholders across ATI to ensure a seamless customer experience within all touchpoints that relate to the ATI vision of delivering a best-in-class Loyalty program. This role will also focus on external partnerships to drive member acquisition, engagement, and retention across all customer segments. Through intelligent utilization of data and system optimization this role will be required to execute the program and work towards continuous enhancements based on local and global best practice. 

What You’ll Be Doing

Strategic Roles and Responsibilities

•        Elevating customer engagement, revenue and long-term value from the base.

•        Attracting new customers to Amber and reactivating lapsed customers.

•        Supporting a strong ROI and delivering the next generation of Amber and we evolve it.                

•        Thought leadership and strategy formulation for the development of our tiered loyal proposition

•        Lead and develop all aspects of the Amber loyalty strategy for Al Tayer retail across the online & retail business and its products with the GCC with a key focus on the UAE market

•        Drive the growth of the Amber loyal community and oversee direct communications with consumers

•        Set strategic target for the Loyalty base to support all business divisions and KPIs to ensure continuous growth

•        Manage all Loyalty applications with strong experience in martech and automation, ensuring systems optimization in line with strategic business needs for Loyalty systems to provide an effective sales funnel

•        Ability to analyse customer data and strong understanding of customer segmentation.

•        Monitor customer behavior through current system availability

•        Streamline customer data under one customer view

•        Plan and manage Omni channel marketing campaigns based on data insights

•        Identify and implement innovative solutions to engage with customers across multiple touchpoints

•        Conduct market research to follow trends and competition.

•        Participate and facilitate in customer strategy discussions across Al Tayer Group relating to Al Tayer Insignia, including but not limited to discussions with senior stakeholders, committees and quarterly planning sessions etc.

•        Establish the governance of the Loyalty function within the Customer Experience department

•        Recommend changes to Loyalty methodology

•        Recommend initiatives to division heads (commercial and support) to drive customer advocacy

•        Build, maintain and optimize the customer journey to enhance the overall customer experience across Al Tayer Insignia for all segments of customer.

•        Identify, negotiate, and manage strategic partnerships that enhance the value proposition of the loyalty program, including co-branded offers, cross-industry collaborations, and exclusive member benefits.

•        Collaborate with internal stakeholders (e.g., marketing, digital, retail, and finance) to ensure seamless integration of internal and external partner initiatives and alignment with overall business goals and customer experience standards.

•        Identify new business opportunities that can enhance the loyalty ecosystem — e.g., exploring untapped customer segments, new channels, or markets through partnerships.

•        Developing revenue-generating opportunities via co-branded initiatives, joint campaigns, or member-exclusive offers with external brands.

•        Source new benefits, services, or experiences that elevate the loyalty proposition

Functional Roles and Responsibilities 

•        Manage all reporting across different stakeholders 

•        Manage the development of Loyalty parameters

•        Supervise and manage the analytical processes related to feedback along with the respective generation of insights from our loyalty programme

•        Manage day-to-day Loyalty issues as they arise, supporting key stakeholders

•        Oversee technical support and systems training for Loyalty team to ensure a seamless customer experience

•        Enhance systems capability to integrate NPS and Loyalty experiences

•        Define customer acquisition and retention strategies to ensure a best-in-class Loyalty Program for Al Tayer Insignia

•        Monitor and evaluate the strategy road map for the Loyalty Program and NPS

•        Enhance the Loyalty Program positioning with key partners including JV brands

•        Work with Digital Marketing teams to develop loyalty opportunities with affiliates

•        Oversee the end-to-end execution of partnership initiatives, including contract management, performance tracking, campaign activation, and post-implementation analysis to ensure ROI and customer impact.

•        Leverage data and insights to evaluate partnership effectiveness, optimize joint offerings, and continuously evolve the partner ecosystem in line with loyalty program objectives and customer expectations.

People Management Roles and Responsibilities

•        Manage a team of 4+ employees

•        Support and develop talent in Loyalty, to improve expertise and keep Al Tayer Insignia at the forefront of customer experience

•        Drive efficiency and quality, supporting the development of the team for a future proof structure

•        Lead the Loyalty team, championing an Omni experience mentality throughout the organization

About You

•        10+ years’ experience related to CRM and customer loyalty

•        Previous experience in scaling and building a Loyalty program, preferably also with a multi-channel approach (App, Online, Retail)

•        Self-motivated, proactive and driven

•        Able to work under pressure and to strict deadlines

•        Ability to simplify complex environments and work with ambiguity

•        Applies a good level of emotional maturity in their role

•        Reliable team player who will contribute their knowledge and experience into a team environment

•        Organized and methodical