Loyalty & Personalization Director

The Loyalty & Personalization Director is responsible for defining and delivering a best‑in‑class customer loyalty strategy across a multi‑asset leisure and entertainment portfolio.

This role leads the development of a comprehensive loyalty ecosystem designed to drive customer acquisition, retention, engagement, and lifetime value, while enhancing the overall customer experience.

The position will work cross‑functionally with marketing, commercial, digital, operations, and insights teams to design and execute a data‑led loyalty and membership strategy, ensuring alignment with broader business objectives.

The Loyalty & Personalization Director will own the end‑to‑end customer lifecycle strategy, including product development, engagement frameworks, partner integrations, and performance optimization.

• Develop and deliver a customer loyalty and membership strategy aligned with long‑term business growth objectives (revenue, frequency, and customer lifetime value).
• Own the performance of the membership program, including acquisition, retention, engagement, and yield optimization.
• Design and optimize the end‑to‑end customer lifecycle, from onboarding through to repeat engagement and advocacy.
• Lead the development of exclusive experiences, benefits, and value propositions to strengthen customer loyalty and increase incremental spend.
• Collaborate with insights and analytics teams to forecast trends, monitor performance, and identify growth opportunities.
• Establish frameworks to measure customer satisfaction and program effectiveness, driving continuous improvement.
• Lead cross‑functional governance forums to ensure alignment and ownership of loyalty initiatives across the business.
• Identify and develop strategic partnerships to enhance the overall loyalty proposition and expand customer reach.
• Segment customer audiences based on behaviors, preferences, and value, and define targeted strategies to drive growth across segments.

• Build strong relationships with senior stakeholders across the organization to ensure alignment on strategic priorities.
• Act as the central point of contact for all loyalty‑related initiatives, ensuring clear communication and delivery against objectives.
• Lead and develop a high‑performing loyalty team.
• Drive a culture of accountability, collaboration, and continuous improvement.
• Ensure the team delivers measurable ROI across all loyalty and engagement initiatives.
• Monitor competitive activity and industry trends to identify innovation opportunities.

• Lead the development and delivery of key loyalty and customer experience projects.
• Manage cross‑functional teams to deliver initiatives on time and within budget.
• Oversee planning, prioritization, risk management, and stakeholder alignment.
• Present progress, risks, and outcomes to senior leadership.

• Oversee the optimization of the digital customer journey across all platforms (web, app, CRM systems).
• Ensure seamless integration between digital touchpoints and the broader loyalty ecosystem.
• Drive continuous improvement in conversion, engagement, and revenue performance through digital channels.

• Define and track key performance metrics, translating insights into actionable strategies.
• Lead the development of strategic reports, forecasts, and executive presentations.
• Support budget planning and ensure efficient allocation of resources across initiatives.
• Evaluate campaign and program performance, identifying opportunities for optimization and growth.

• Educated to degree level or equivalent in Marketing.
• Minimum 10 years of Marketing experience.
• Worked in Loyalty Function.
• Creative thinker and customer focused.
• Commercially astute, data‑driven and results oriented.
• Resourceful, pro‑active and innovative thinker.
• Strong project management skills and deadline driven.
• Ability to navigate a busy and challenging environment.
• Strong presentation skills in both public speaking and PowerPoint format.
• Agency management.
• Analytical in thinking and able to manipulate data in Excel.

• Worked in entertainment venues.
• Worked in the UAE or GCC countries in a marketing environment.