Loyalty Programme Director

Loyalty Programme Director

Location: Saudi Arabia
Reporting to: Chief Marketing Officer

Role Overview

The Loyalty Programme Director will lead the strategy, development and commercial performance of a large-scale customer loyalty ecosystem.

Reporting directly to the Chief Marketing Officer, the Director will be responsible for building an integrated, customer-centric loyalty proposition that drives customer acquisition, engagement, retention and long-term profitability.

The role requires a senior loyalty leader with experience operating sophisticated loyalty programmes, ideally including advanced paid membership or subscription-based models. The successful candidate will also build and negotiate a strong ecosystem of strategic partners, creating additional value for customers and sustainable commercial returns for the business.

Key Responsibilities

Loyalty Strategy and Programme Development

Develop and lead the overall loyalty strategy in alignment with the company’s commercial, customer and brand objectives.

Design and implement an integrated loyalty ecosystem across physical retail, digital, mobile and partner channels.

Develop a differentiated customer value proposition that increases acquisition, frequency, engagement, retention and lifetime value.

Assess and develop opportunities for paid loyalty, subscription or premium membership propositions.

Create a clear programme roadmap covering proposition development, customer experience, technology, partnerships, data, communications and commercial performance.

Ensure the programme remains relevant, competitive and responsive to changing customer expectations and market trends.

Customer Acquisition and Growth

Develop strategies that position loyalty as a major driver of customer acquisition and business growth.

Scale programme membership while maintaining strong levels of active participation and customer engagement.

Design targeted acquisition, activation and retention initiatives across key customer segments.

Work closely with marketing, digital, e-commerce and retail teams to embed loyalty throughout the customer journey.

Identify opportunities to increase customer frequency, basket size, cross-category participation and lifetime value.

Commercial Performance and Profitability

Own the commercial performance of the loyalty programme, including revenue generation, operating costs, customer economics and programme profitability.

Build robust commercial models for rewards, benefits, paid membership, partner funding and customer incentives.

Establish clear performance measures covering acquisition, activity, retention, redemption, incremental revenue, margin and return on investment.

Ensure that loyalty investment delivers measurable and sustainable commercial returns.

Present programme performance, growth opportunities and investment recommendations to the Chief Marketing Officer and senior leadership team.

Strategic Partnerships

Build and develop a high-value ecosystem of strategic partners across relevant consumer, financial services, travel, entertainment, lifestyle and digital sectors.

Lead the identification, negotiation and implementation of commercial partnerships that strengthen the customer proposition.

Structure mutually beneficial agreements covering customer benefits, data collaboration, co-funded rewards, marketing activity and revenue opportunities.

Maintain senior relationships with key partners and ensure that partnerships deliver measurable customer and commercial value.

Continuously evaluate new partnership opportunities that expand the programme’s reach and relevance.

Customer Experience and Engagement

Create a seamless and customer-centric loyalty experience across all channels and touchpoints.

Develop personalised engagement strategies using customer data, behaviour and preferences.

Work with marketing and CRM teams to deliver relevant communications, offers, experiences and rewards.

Ensure that programme mechanics are simple, transparent and compelling for customers.

Use customer feedback, research and behavioural insights to continuously improve the proposition.

Data, Technology and Analytics

Work closely with technology, data, CRM and digital teams to define the loyalty programme’s technology and data requirements.

Ensure that the programme has the infrastructure required to support scale, personalisation, partner integration and real-time customer engagement.

Use customer analytics to improve segmentation, targeting, programme design and commercial decision-making.

Develop dashboards and reporting frameworks that provide clear visibility of programme performance.

Ensure appropriate governance, data privacy and regulatory compliance across the loyalty ecosystem.

Leadership and Stakeholder Management

Build and lead a high-performing loyalty team with the capabilities required to support programme growth.

Provide clear direction, performance expectations and professional development for team members.

Partner closely with Marketing, Digital, E-commerce, Retail Operations, Technology, Finance, Customer Experience, Data and Commercial teams.

Act as the senior internal authority on loyalty, customer membership and strategic partnership development.

Influence senior stakeholders and create organisational alignment around the loyalty vision and investment priorities.

Candidate Profile

Experience

Minimum of 10 years of experience in loyalty programme management, customer engagement, membership or related disciplines.

Proven experience leading large-scale and sophisticated loyalty ecosystems.

Experience with advanced paid loyalty, subscription or premium membership programmes is strongly preferred.

Relevant experience in major retail, consumer, financial services, travel, lifestyle or membership organisations.

Demonstrable success in scaling loyalty programmes with a strong focus on customer acquisition and growth.

Proven track record of building and negotiating strategic partnership ecosystems.

Experience developing commercially sustainable loyalty propositions and improving programme profitability.

Strong experience working across digital, physical retail and omnichannel customer journeys.

Experience operating within a large, complex and commercially driven organisation.

Skills and Capabilities

Strong strategic and commercial leadership capability.

Deep understanding of loyalty economics, customer behaviour, rewards, benefits and membership models.

Ability to translate customer insight into commercially effective loyalty propositions.

Strong partnership development and negotiation skills.

Excellent understanding of customer acquisition, engagement, retention and lifetime value.

Strong analytical capability with the ability to interpret customer and programme performance data.

Ability to lead complex, cross-functional programmes involving multiple internal and external stakeholders.

Strong communication, influencing and executive presentation skills.

Customer-centric, commercially focused and highly results oriented.

Comfortable operating in a fast-paced and evolving business environment.

Education

Bachelor’s degree in Marketing, Business, Commerce or a related discipline.

A postgraduate business, marketing or management qualification would be advantageous.

Success Measures

Growth in total and active programme membership.

Increase in customer acquisition attributable to the loyalty programme.

Improvement in customer frequency, retention, spend and lifetime value.

Successful development of a differentiated paid or premium loyalty proposition.

Growth in programme revenue and profitability.

Expansion and commercial performance of the strategic partnership ecosystem.

Improvement in customer engagement and satisfaction.

Successful delivery of the loyalty strategy and programme roadmap.

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