Lead – Customer Data & Personalization

Role Purpose

The lead is responsible for driving measurable revenue, frequency, and lifetime value growth through data-driven personalization at scale across owned digital assets – mobile apps, web, and kiosks. This role owns the end-to-end CDP and personalization engine – from data strategy and insights to experimentation, scaling, and governance – while partnering closely with Brand Marketing, Product, CRM, and Technology teams. The mandate is to move personalization from campaigns to an always-on, revenue-generating growth system.

Across all markets we operate in (MENA), covering owned digital touchpoints – mobile apps, web, and kiosks – with a mandate to deliver incremental revenue uplift, increase conversion and repeat frequency, and establish a repeatable experimentation-to-scale framework.

• Define the CDP & personalization vision and roadmap aligned to business goals (revenue, retention, margin, CX); own CDP strategy including identity resolution, customer attributes, events, segmentation, and data quality
• Establish always-on vs campaign-led personalization frameworks for QSR use cases (offers, bundles, recommendations, upsell)
• Lead advanced analytics to identify key revenue drivers, high-value and at-risk customer segments, and translate insights into clear, testable personalization hypotheses
• Own the A/B and multivariate testing program across digital properties; define experimentation standards, hypothesis formulation, test design, and ensure rapid test-learn-iterate cycles with clear stop/start/scale decisions
• Design and operationalize targeting rules, frequency caps, offer prioritization logic, suppression and exclusion logic; build modular, reusable rule frameworks
• Establish and run the Personalization Governance Model including intake and prioritization of requests, backlog management, clear RACI with Brand, Product, CRM, and Tech teams
• Partner closely with Brand Marketing, Product/App Teams, CRM/Retention Teams, and Technology & Mar Tech Teams; upskill brands and regional teams on data-led personalization thinking
• Build and lead a high-performance COE team across personalization strategists, analytics & data science, experimentation & optimization, and Mar Tech operations; define capability roadmap for real-time personalization and AI-driven recommendations

• Qualification –
  
  B. Tech / MBA from Tier-I institutes; background in Digital, Marketing, Data Science, or Business preferred

• 8+ years in digital product management, CRM, personalization, or growth roles
• Proven experience driving measurable revenue impact through personalization
• Deep understanding of CDPs, experimentation frameworks, and app/web personalization
• Experience operating at scale (large consumer base, high transaction volume)
• Strong stakeholder management with brand, product, and tech leaders

• Experience in QSR, retail, ecommerce, or high-frequency consumer businesses
• Understanding of offer fatigue, price sensitivity, day-parting, and store-level constraints
• Familiarity with platforms like Sitecore, Adobe, Salesforce, Braze, Amplitude, GA, etc.

Solid understanding of CDP architecture, personalization platforms, and data-driven marketing trends, processes, and procedures in similar organizations.

• Revenue-first commercial mindset with the ability to translate insights into business impact
• Strong analytical skills in customer segmentation, LTV prediction, cohort analysis, and personalization performance measurement
• Expertise in A/B and multivariate testing, experimentation design, and statistical significance frameworks
• Proficient in CDP platforms, Mar Tech stacks, and data pipeline management
• Strong stakeholder management and vendor management for effective cross-functional delivery
• Results-oriented with ability to manage multiple work streams under pressure in a fast-paced environment
• Proficient in verbal and written communication skills, with demonstrated ability to influence senior leadership
• Ability to build models around traffic funnel analysis, offer performance analytics, customer segmentation, and loyalty program optimization

• Incremental revenue from personalization (clearly attributed)
• Conversion rate uplift on key digital widgets
• Increase in repeat frequency and customer lifetime value (LTV)
• Test velocity: tests per month scaled to production
• Time from insight to live rule deployment
• Reduction in ad-hoc personalization requests through strong governance