Senior Manager - Loyalty CLM & Automation

 Strategic Ownership 

• Own the loyalty analytics roadmap and build scalable data solutions to support programme growth. 
• Partner with leadership to define loyalty KPIs, health scorecards, and dashboards at programme, market, and customer segment levels. 
• Support long-term business cases for loyalty program evolution (tiers, partnerships, benefits, redemption structures). 

 Advanced Analytics 

• Lead modelling for member segmentation, churn prediction, lifetime value, and tier migration forecasting. 
• Conduct pre/post campaign and journey performance analyses to guide optimization. 
• Identify behavioural trends and insights to inform personalization, targeting, and proposition development. 
• Ensure accuracy, consistency, and real-time accessibility of loyalty performance data.

Lifecycle Performance & CLM Optimization

• Measure and improve performance of lifecycle journeys (onboarding, retention, upgrade nudges, reactivation).
• Identify campaign gaps, drop-off points, and optimization opportunities using data.
• Conduct A/B testing and variant analysis across touchpoints to improve CLM impact.

Segmentation & Personalization

• Define member segmentation frameworks (e.g., value tiers, behaviour clusters, recency/frequency models).
• Support campaign teams with data-driven targeting inputs for personalized communication.
• Create strategic audience segments for experiments, targeting, and tailored benefits.

Campaign Measurement & Insights

• Establish benchmarks and campaign attribution models for lifecycle, tactical, and partner campaigns.
• Deliver deep-dive post-campaign analyses and recommendations to marketing and product teams.
• Track campaign ROI, revenue lift, and member actions resulting from targeted efforts.
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Data Quality & Governance

• Ensure data accuracy, privacy compliance, and reporting integrity across platforms. 
• Oversee BI tool usage (e.g. Power BI, Tableau), SQL-based data access, and model validation. 
• Partner with IT and data engineering teams to evolve data structures that support real-time analytics. 

 Commercial Collaboration 

• Work with other departments to analyze profitability of campaigns, tier benefits, and redemption behaviour. 
• Build models that link customer engagement to revenue growth, retention, and brand affinity. 
• Contribute to strategic planning for CLM campaigns and lifecycle journeys aimed at increasing CLV. 

 Skills/Qualities Required

4.    Key Interfaces

5.   Educational and Experience Requirements