Job Title: Specialist, Loyalty Management
Locations: Lagos, Nigeria
Employer: Etisalat Nigeria
Job Summary:
• Develop, manage and execute loyalty programmes throughout product and service lifecycles to increase share of wallet spend and drive member retention
• Work with Marketing team and other functional areas to identify and develop loyalty programmes and features
Principal Functions:
• Execute detailed and innovative consumer-focussed loyalty programmes to acquire, engage and retain consumers throughout entire product lifecycle
• Create and/ or manage online tools for managing loyalty programmes
• Consolidate consumer feedback on loyalty programmes and develop enhanced product requirements with product team
• Develop briefs for agencies, manage content development, oversee production and deployment of campaigns, and analyze reporting to optimize campaign performance
• Work closely with cross-functional teams to co-ordinate timing of loyalty programmes campaign
• Track, analyze and generate insights to produce future successful loyalty programmes and sustain momentum of programmes
• Define and meet marketing objectives within timelines and on budget
• Design the plan and process for implementation of loyalty programmes
• Roll out the various loyalty activities and generate new ideas for inclusion
• Design, implement and execute rewards/ loyalty campaigns and offers
• Deliver an integrated online and offline experience to drive ease of use for loyalty programme members to increase loyalty
• Prepare documentation relating to value propositions and business rules for loyalty programmes
• Lead cross-business loyalty/ rewards efforts to increase usage, experience and engagement with Etisalat products and services, and help reduce churn
• Work with cross-functional teams within the business to improve loyalty processes
• Integrate various data streams across the enterprise into a coherent, accurate view of programme activities
• Work with broader loyalty team to update and maintain programme offer pool
• Manage the loyalty customer contact strategy and execute direct markeying ? email, text, etc ? to achieve specified goals
• Oversee the execution of all rewards and direct marketing campaigns
• Recruit and maintain high customer participation in loyalty programmes
• Manage partners, brands, promotions and marketing teams to ensure seamless redemption and excellent customer experience
• Lead data collection efforts for research and programme metrics related to loyalty and customer relationship management
• Manage agency partners and ensure delivered work complies with contractual agreements
• Manage multiple customer segmentation schemas and direct markets against those segments in collaboration with cross-functional partners
• Partner with IT and Creative Services to deliver system enhancements, e.g PoS and loyalty programme web site
• Balance loyalty/ CRM needs to grow customers, drive share of wallet and manage contact strategy against the business needs of partners in Marketing, Merchandising, Retail Operations and vendor partners
• Coach, lead and develop loyalty and CRM support staff
• Assist with other projects or duties as needed
Educational Requirements: First degree
Experience, Skills & Competencies:
• Five (5) years directly relevant post-NYSC work experience in developing commercial loyalty programmes in a leading retail/ telecoms business
• Ideal candidate must be able demonstrate:
• Excellent team-playing skills and ability to work closely and collaboratively between Marketing, Product teams and strategic partners
• Proven track record of successfully managing consumer-focussed loyalty products or programmes which drive product and/ or service awareness, acquisition and engagement
• Solid experience in managing multi test-cell acquisition and loyalty activation/ retention campaigns
• Sound understanding of customer segmentation principles and objectives
• Proficiency in Microsoft Office, including PowerPoint and Excel
• Proficiency in reporting and ad-hoc analysis tools ? with experience with SAS, SQL and other data-mining tools highly regarded
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