Vice President - Loyalty Operations

About the role

The Vice President – Loyalty Operations will lead the operational strategy and digital roadmap of the Darna loyalty programme. Reporting to senior leadership, the role is responsible for designing, launching and continuously improving loyalty products, platforms and customer experiences across all brands in the UAE.

Key responsibilities

• Define and manage the Darna loyalty offer, including programme structure, benefits, expense management and data architecture.
• Develop and maintain a multi‑year digital loyalty roadmap, aligning product features with customer insights, market trends and commercial goals.
• Partner with Technology and Digital Product teams to drive innovation, prioritize new features and ensure timely delivery through agile sprint planning.
• Lead the conception, prototyping, piloting and launch of digital loyalty platforms, overseeing business case development and go‑to‑market strategies.
• Coach and mentor the loyalty team, fostering cross‑functional collaboration and continuous performance improvement.

Required profile

• Minimum 10 years of experience in commercial or strategic partnerships, preferably within loyalty programmes.
• At least 2 years of managerial experience leading cross‑functional teams.
• Bachelor’s degree in Marketing, Business Administration or a related field.
• UAE national citizenship (role exclusive to UAE nationals).

Required skills

• Proficiency with product management and development tracking tools (e.g., user story writing, backlog grooming).
• Experience integrating and aligning CRM platform functionality with business processes.
• Strong financial modelling skills, including ROI and forecast models.
• Ability to translate customer insights into digital loyalty features and gamification concepts.