The Customer Loyalty & Rewards Lead will be responsible for the design, execution, and continuous improvement of the organization’s loyalty and customer engagement strategy across the Customer Data Platform (CDP).

This role focuses on enhancing customer retention through tailored rewards and loyalty campaigns, while delivering data-driven solutions that continuously improve the value proposition and drive sustained usage of the mobile app.

Key Responsibilities

1. CDP App Engagement & Conversion

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  Develop and implement lifecycle engagement programs including onboarding journeys, win-back campaigns, and lapsed-user reactivation.
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  Analyze app usage patterns and proactively address customer drop-offs or inactivity.
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  Own and drive strategies to convert app downloads into active, repeat usage by enhancing the customer value proposition based on user data and market trends.
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  Define, monitor, and report on KPIs related to active users, usage frequency, and customer retention.

2. Loyalty Program Development & Execution

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  Design and manage engaging, data-driven loyalty programs that increase customer spend and visit frequency across multiple product and service verticals.
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  Plan and execute promotions, rewards, and offers aligned with customer preferences and behavioral insights.
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  Collaborate with internal teams to ensure loyalty campaigns are accurate, timely, and aligned with cross-sell objectives.
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  Track program performance, customer feedback, and ROI to drive continuous improvement.

3. Platform Activation & Channel Optimization

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  Ensure all customer-facing platforms, including the CDP and legacy systems, are optimized and consistently delivering value.
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  Act as the liaison between technology teams and business stakeholders to ensure seamless platform functionality and effective reward mechanisms.
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  Lead Phase 2 of CDP implementation by onboarding additional products and services into the loyalty and rewards ecosystem.

4. Data Mining & Insights Activation

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  Work closely with Data Analytics teams to extract actionable insights from customer behavior.
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  Ensure customer data collection is compliant, structured, and usable for segmentation, personalization, and predictive modeling.
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  Translate insights into high-performing customer journeys and targeted campaigns that drive loyalty and engagement.

5. Cross-Functional Leadership & Governance

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  Serve as the cross-functional lead for all loyalty and CDP-related initiatives across Marketing, Sales, Operations, and Technology.
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  Establish governance frameworks to ensure accountability for customer loyalty performance metrics.
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  Educate internal teams on the strategic importance of loyalty programs and customer data.

6. Digital Marketing for CDP

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  Planning & Strategy:
  Design campaigns aligned with overall business objectives.
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  Execution:
  Run digital campaigns, manage social media, and oversee content initiatives.
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  SEO/SEM:
  Improve online visibility and acquisition through search optimization.
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  Analytics:
  Track performance and optimize ROI.
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  Customer Engagement:
  Drive interaction, retention, and long-term loyalty

Key Performance Indicators (KPIs)

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  Conversion rate of app downloads to active users
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  Monthly Active Users (MAU) on the CDP app
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  Frequency and value of customer spend across product categories
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  Customer retention and loyalty index
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  Engagement rates for loyalty campaigns and promotions
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  Cross-sell performance across multiple product verticals
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  Quality and volume of customer data captured and utilized

Requirements

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  Bachelor’s degree in Marketing, Business Administration, Customer Experience, or a related field.

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  Minimum of
  5 years’ experience
  in loyalty program management, CRM, digital customer engagement, or similar roles.

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  Proven experience working with customer data platforms, mobile apps, and digital rewards systems.

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  Strong analytical and reporting skills with the ability to interpret customer data.

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  Excellent project management, cross-functional collaboration, and communication skills.

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  Customer-obsessed mindset with a passion for building great user experiences.
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  Creative thinker with a track record of developing engaging campaigns and reward strategies.
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  Results-driven, with a strong bias for action and continuous improvement.
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  Proven ability to manage multiple initiatives and adapt in a fast-paced environment.
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  Familiarity with the energy, retail, or FMCG industries is a plus.