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Assistant Manager Loyalty

2 weeks ago

Mumbai, Maharashtra, India Americana Restaurants Full time

Note: This is a full-time onsite role and requires relocation to Sharjah, UAE.

Job Purpose

We are seeking a strategic, insight-driven Assistant Manager, Loyalty & CRM to shape KFC's customer engagement and retention strategy. This role focuses on connecting store-level and user data to actionable business decisions, guiding loyalty program evolution, and ensuring CRM communications align with KFC's bold, customer-first brand voice. The ideal candidate brings commercial acumen, cross-functional influence, and experience in fast-paced, data-driven environments such as QSR, e-commerce, or food-tech.

Key Responsibilities:

Strategic CRM & Loyalty Planning

  • Shape and own the loyalty and CRM strategy, ensuring alignment with KFC's brand objectives, customer needs, and market opportunities.
  • Develop and implement targeted CRM campaigns (e.g., email, push notifications, in-app messages, SMS) for customer onboarding, retention, re-engagement, and win-back, aligned with marketing objectives and promotional calendars.
  • Utilize customer data to create highly granular segments based on order history, preferences, behavior, demographics, and app usage patterns to deliver personalized experiences
  • Monitor, analyze, and report on CRM campaign performance, customer churn rates, lifetime value (LTV), and engagement metrics, providing actionable insights for continuous improvement.

Loyalty Program Leadership

  • Lead the evolution of KFC's loyalty program to deepen engagement and repeat transactions.
  • Develop and execute campaigns and initiatives specifically aimed at increasing loyalty member engagement, activity, and satisfaction (e.g., tier-based benefits, bonus point events, exclusive offers).
  • Design and manage the rewards catalog, point accrual rules, and redemption processes, ensuring a compelling and desirable value proposition for members.
  • Collaborate with digital, operations, and product teams to integrate loyalty benefits seamlessly into the customer journey.
  • Stay updated on regional loyalty ecosystems (e.g., Landmark's Shukran, Alshaya's Aura) to benchmark and innovate.

Insight & Data-Driven Decision Making

  • Lead campaign measurements and analysis to drive deep learnings and overall strategy. Should be well-versed with measuring incrementality of campaigns, A/B testing, basic forecasting.
  • Translate complex datasets into actionable insights for leadership, clearly communicating implications and recommended actions.
  • Understand and monitor metrics including CLV, churn, redemption, and campaign effectiveness.

Creative & Cross-Functional Influence

  • Act as a confident influencer, collaborating with stakeholders across marketing, operations, and central CRM/CDP teams.
  • Brief creative teams to ensure messaging and design align with KFC's brand tone — bold, playful, and customer-first.
  • Ensure CRM communications balance insight-led targeting with brand storytelling.
  • Build strong working relationships with global and regional CRM/CDP partners, sharing brand-specific learnings and adopting best practices.

Qualifications & Experience

  • Bachelor's degree in marketing, Business, Data Analytics, or related field.
  • 4–6 years of hands-on experience in CRM, loyalty marketing, or customer lifecycle management.
  • Proficiency in analytics tools (e.g., Google Analytics, SQL) and CRM platforms (e.g.,Clevertap, Salesforce, Braze).
  • Demonstrated ability to translate data into strategy (e.g., case studies showing improved retention/CLV).
  • Experience briefing creative agencies and reviewing assets against brand guidelines.
  • Strong project management skills; ability to juggle multiple campaigns and stakeholders.