1. JOB PURPOSE:
The role is responsible for driving revenue growth, customer lifetime value, and incremental profitability through the management and optimization of customer loyalty initiatives and CRM‑led campaigns. The role focuses on designing and executing commercially driven, data‑led loyalty and CRM strategies that influence customer behaviour, increase frequency and basket size, and maximize program ROI across fuel and non‑fuel businesses.
The role involves executing performance‑driven loyalty campaigns, managing revenue‑oriented customer segmentation, analysing engagement and spend data, and optimizing retention and cross‑sell strategies. The ideal candidate will have a strong background in CRM, marketing automation, and analytics, with a clear focus on translating customer engagement into measurable business and revenue outcomes.
2. KEY ACCOUNTABILITIES:
Job Specific Accountabilities
Loyalty Program Strategy & Revenue Ownership:
- Support the development and execution of commercial loyalty strategies to drive incremental revenue, customer retention, and share of wallet.
- Oversee loyalty program operations including customer enrolments, tier management, rewards, and redemption mechanics to optimize cost‑to‑serve and ROI.
- Ensure seamless execution of revenue‑generating loyalty initiatives across digital and physical channels.
- Develop campaign business cases, revenue forecasts, and ROI frameworks to support campaign approvals and investment decisions.
- Collaborate with Business Lines, Campaign Management, and Marketing Planning to deliver an annual, revenue‑backed direct marketing and promotions plan, aligned with corporate and commercial objectives.
- Manage agency engagement for loyalty‑related advertising and promotional campaigns, ensuring strong commercial outcomes while adhering to brand governance.
- Partner closely with non‑fuel retail teams to identify and deliver member‑driven campaigns that increase spend, frequency, and cross‑category penetration.
CRM & Loyalty Campaign Execution (Revenue‑Driven):
· Plan, build, and execute high‑impact, personalized CRM and loyalty campaigns across email, SMS, push, and emerging channels to drive incremental sales.
· Optimize automated lifecycle journeys to improve conversion, repeat purchase, and lifetime value.
· Work with creative teams to develop commercially compelling propositions and offers.
· Design, implement, and evaluate CRM campaigns to drive specific revenue objectives, supported by post‑campaign performance and uplift analysis.
· Collaborate closely with Communications teams to test and optimize messaging by segment, channel, and offer mechanics.
· Design promotions and advertising tactics to differentiate ADNOC Distribution’s Loyalty, C‑Store, Mobility, and Affinity propositions, delivering measurable revenue and margin improvement.
Data Analysis, Revenue Reporting & Performance Management:
- Track, analyse, and report on campaign revenue uplift, incremental GP, customer engagement, and program profitability.
- Develop insights and recommendations to optimize revenue performance and campaign efficiency.
- Maintain dashboards that clearly connect loyalty and CRM performance to commercial KPIs.
- Conduct post‑campaign reviews jointly with business stakeholders to measure sales impact, cannibalization, and ROI, and integrate learnings for future plans.
Customer Segmentation & Personalization (Commercial Focus):
- Develop and refine value‑based and behaviour‑led customer segments to prioritize high‑value and revenue growth cohorts.
- Partner with Marketing and Communication teams to create targeted, revenue‑optimized campaign communications.
- Implement advanced personalization to drive conversion, upsell, and cross‑sell opportunities.
- Conduct A/B and multivariate testing to optimize offers, mechanics, and messaging for maximum revenue impact.
- Collaborate with IT and Digital teams to ensure data accuracy, governance, and platform reliability, proactively addressing issues impacting revenue delivery.
- Identify and deploy the most effective and cost‑efficient marketing tools to maximize reach, efficiency, and commercial return.
Cross‑Functional Collaboration & Commercial Enablement:
- Work with key stakeholders to develop customer behaviour hypotheses that lead to revenue‑generating campaign concepts.
- Lead cross‑functional coordination across fuel and non‑fuel retail divisions to deliver integrated, synergized campaigns that enhance total customer value and revenue.
- Ensure CRM and loyalty initiatives are fully aligned with commercial, growth, and market‑share objectives.
- Partner with technology teams to enhance platform capabilities supporting scalability, targeting, and revenue optimization.
- Ensure full compliance with data privacy, governance, and best practices.
- Continuously assess new approaches, with internal teams and external partners, to positively influence purchasing behaviour and drive sustained revenue growth.
5. GENERIC ACCOUNTABILITIES
Supervision
- Plan, supervise and coordinate all activities in the assigned area to meet functional objectives.
- Train and develop the assigned staff on relevant skills to enable them to become proficient on the job and deliver the respective section objectives.
Budgets
- Provide input for preparation of the functional budgets and assist in the implementation of the approved Budget and work plans to deliver objectives.
- Investigate and highlight any significant variances to support effective performance and cost control.
Policies, Systems, Processes & Procedures
- Implement approved Unit / Divisional policies, processes, systems, standards and procedures in order to support execution of the work programs in line with Company and International standards.
Performance Management
Contribute to the achievement of the approved Performance Objectives for the function in line with the Company Performance framework.
Innovation and Continuous Improvement
- Design and implement new tools and techniques to improve the quality and efficiency of operational processes.
- Identify improvements in internal processes against best practices in pursuit of greater efficiency in line with best Industry standards to define intelligent solutions for issues confronting the function.
Health, Safety, Environment (HSE) and Sustainability
- Comply with relevant HSE policies, procedures & controls and applicable legislation and sustainability guidelines in line with international standards, best practices and ADNOC Code of Practices.
Reports
- Provide inputs to prepare Section MIS and progress reports for Company Management.
6. COMMUNICATIONS & WORKING RELATIONSHIPS:
Internal
- Marketing & Communications Team
- CRM & IT Teams
- Retail (Fuel & Non-Fuel) Divisions
- Business Strategy & Planning Teams
- Data Analytics / Reporting Teams
External
- Advertising / Media Agencies
- Loyalty Platform Vendors
- External Consultants
- Technology Partners
- Regulatory Bodies
7. QUALIFICATIONS, EXPERIENCE, KNOWLEDGE & SKILLS:
Minimum Qualification
- Bachelor’s degree in business administration, Management, or a related field; MBA or equivalent advanced degree preferred
Minimum Experience & Knowledge & Skills
- 5+ years of experience in managing CRM or loyalty programs, preferably in the retail sector, within loyalty and partnership program management.
- Loyalty experience should cover areas of program set up and design including strategy, creative and operational understanding, and expertise in campaign communication,
- Excellent experience required in Salesforce - Interaction Studio, Marketing Cloud, Mobile Connect, Automation studio, Analytics Builder, Content Builder, Journey builder, Datorama, Einstein, CDP.
- Strong experience in working with emerging digital technology associated with campaign management through email, communications, and social media.
- Practical understanding and experience of mobile app UI/UX to design and build and a marketing journey is a must.
- Strong experience in using and working on mobile app systems back-end design, and usage would be great advantage.
- Very strong experience required on SQL.
- Working knowledge of HTML5, CSS, JavaScript for dynamic and visually appealing designs.
- Excellent understanding and experience working with database technologies.
- Advanced use of Microsoft Excel and Power Point.
- Proven track record in managing stakeholders (internal & external).
- Fluent in English and Arabic would be a big plus.
- Strong strategic thinking, analytical, and problem-solving skills.
- Good communication and interpersonal skills.
- Ability to thrive in a dynamic and fast-paced environment.
Professional Certifications
- Salesforce Certifications: Marketing Cloud Administrator / Marketing Cloud / Marketing Cloud Consultant / Marketing Developer / Platform App Builder / User Experience Designer
