Loyalty Program Manager

JOB ROLES & RESPONSIBILITIES

Scheme Creation, Communication and Rollout

• Design and Development: Work closely with the Marcom and Business teams to conceptualize and create loyalty program schemes tailored to customer segments and business objectives. This includes setting the eligibility criteria such as product, customer group, type of sale, et al, framework for earning points, tier levels, and rewards/benefits.
• Stakeholder Engagement: Collaborate with cross-functional teams (Marcom, Sales, Product Management, IT) to ensure alignment on program goals and functionalities.
• Communication Strategy: Develop comprehensive GTM (Go to Market) strategy and communication plans to launch the loyalty program, including marketing materials, customer awareness strategies and internal training sessions.
• Program Launch: Coordinate the rollout of the program, ensuring all technological systems are in place, and that all concerned departments (stakeholders) are well-informed about the program details.

User Adoption & User Support

• Onboarding Programs: Create user-friendly onboarding processes for customers that facilitate quick understanding and engagement with the loyalty program, including tutorials, webinars, and FAQs.
• Customer Support: Establish and manage support channels (chat, email, phone) to assist customers with program-related inquiries, issues, or feedback.
• Feedback Collection: Regularly solicit and analyse user feedback to refine onboarding processes and support mechanisms, enhancing user experience.
• Training for Staff: Conduct training for Fybros customer support teams regarding the loyalty program to ensure they can assist customers effectively.

User Retention & Conversion

• Engagement Strategies: Develop targeted campaigns to re-engage users and encourage repeat interactions with the loyalty program, such as promotional offers and personalised recommendations. Ensure maximum conversion of registered users into buying customers.
• Data Analysis: Continuously analyse user behaviour and engagement metrics to identify trends and opportunities for enhancing program value.
• Tier Incentives: Create incentives for users to reach higher tier levels within the loyalty program, promoting increased spending and loyalty.
• Retention Campaigns: Design and execute retention campaigns focused on high-value customers or those at risk of disengagement, using personalised communication and engagement techniques. Ensure near zero dropouts.

Redemption TAT Management

• Process Optimization: Define and streamline the processes for customers to redeem points or rewards, ensuring quick and efficient service delivery.
• Performance Monitoring: Track and analyse redemption turnaround time (TAT) metrics to identify bottlenecks and areas for improvement.
• Customer Communication: Create channels to keep users informed about their redemption status and timelines, maintaining transparency and trust in the program.
• Feedback and Adjustments: Gather and respond to user feedback regarding the redemption process to ensure continuous improvement.

Management Information Systems (MIS)

• Data Management: Develop and generate regular reports for tracking customer participation, behaviour, and response to the loyalty program.
• Reporting: Generate regular reports on program performance, customer engagement, and ROI to share with key stakeholders.
• KPI Development: Establish and monitor key performance indicators (KPIs) to assess the effectiveness of the loyalty program and guide strategic decisions.
• Technology Integration: Work closely with the IT team to leverage technology to enhance MIS capabilities, ensuring real-time access to relevant data for analysis and decision-making.

EXPECTED CANDIDATE PROFILE:

The ideal candidate shall be one who shall meet the below criteria.

Mandatory

• Minimum 12+ years of experience in Customer centric and marketing roles
• Proven experience in managing loyalty programs, customer engagement programs or similar roles.
• Masters or Bachelor's degree in Marketing, Business, or related field.
• Strong analytical skills with the ability to interpret data and trends.
• Experience in creating and executing marketing strategies.
• Excellent communication and interpersonal skills.
• Ability to work collaboratively across teams and departments.

Preferred

• Multilingual
• Excellent conflict resolution, prioritization, and critical thinking abilities
• Experience of working in the fast-moving electrical goods industry in a similar role

Technical Skills

• Experience in working hands-on in software such as Loyalty Program Management, CRM, etc.
• Proficiency in MS Excel, data analysis tools, and UI/UX
• Data analysis and interpretation
• Marketing campaign creation and management
• Experience of working in the fast-moving electrical goods industry in a similar role