CRM and Loyalty Director

At Sephora, beauty is about feeling seen, valued, and empowered, individually and collectively. It is connecting deeply with others, celebrating diversity and inclusivity, unlocking your potential and making a difference every day. Together, we belong to something beautiful. Since its inception in 1969 in Limoges, France, and as part of the LVMH Group since 1997, Sephora has been disrupting the prestige beauty retail industry. Today, Sephora continues to break with convention to drive its mission: champion a world of inspiration and inclusion where everyone can celebrate their beauty. With 56,000 employees in 35 countries, we connect customers and beauty brands within the world’s most passionate beauty community. With a curation of nearly 500 brands, and our own label, Sephora Collection, we offer the most unique and diverse range of products: fragrances, makeup, hair care, skincare... and much more.

Reporting to: Marketing Director.

Location: Dubai, United Arab Emirates.

Position Purpose:

Own overall Customer Loyalty Strategy for Sephora Middle East. Provide expertise and leadership to define and implement customer loyalty strategies that successfully build profitable, long-term customer relationships across all channels. Partner with cross-functional teams, business partners, and channel execution groups to define and design an impactful promise for the loyalty program, and to ensure proper implementation, activation and measurements are in place. Lead the development of experience and communications strategies rooted in business and brand goals, customer data and channel-level best practices. Provide strategic direction into the data and technology needed to support the implementation and execution of the loyalty strategy and specific program management.

You will excel and enjoy this position if you are ready to actively handle the following missions:

Strategy

• Lead the development and execution of CRM strategy and function, including data gathering and quality, database understanding, targeting, marketing deployment and loyalty program enhancement and management.
• Evolve and optimize email, direct mail, SMS and touchpoint strategy to maximize customer loyalty and drive retention
• Evolve loyalty program to be a powerful loyalty driver that is consistent with the vision of the brand
• Drive strategic decision making through effective communication at a senior management level
• Support cross functional initiatives by serving as a thought leader across the company, providing consultation and best practices for CRM and customer engagement.
• Define key priorities for implementation and technologies needed and build data supported Business cases for strategic solutions
• Lead strategy roadmap and end-to-end execution of lifecycle campaigns to increase conversion and success against KPIs by leveraging channels
• Establish strong relationship with Products, Data science, Design, and other counterparts, collaborate on prioritization for roadmap and resolve dependencies
• Lead, manage and optimize all customer service processes and call center directives to ensure the best in class customer service from our call center teams.

Customer Insight

• Set KPIs targets and assess the impact of CRM project short and long term
• Conduct market research in partnership with the central team to better understand new consumer expectations and rework the loyalty promise accordingly
• Prioritize and scope analysis request from cross functional teams (Marketing, retail, e-commerce) to ensure the right level of support is provided in a timely way (store cannibalization, retention of B&M customers online during lockdown…)
• Establish analytics and reporting structure to educate other leaders about customers and CRM tactics
• Drive analysis of customer value and behavior data to produce actionable insights to embed onto life cycle campaigns that drive business strategies and value

Loyalty Program

• Define and manage the SBP marketing plan / calendar including all activations and brand priorities in partnership with omnichannel and category teams ensuring smooth coordination with external and internal teams.
• Manage all aspects of marketing, media planning and PR related to the Loyalty program as well as the execution of the related direct marketing campaigns (target, offer…)
• Interpret campaign performance data and turn them into actionable business insights and communication guidelines
• Build story telling for the brands using reports to show the profitability of participating/ contributing to the loyalty program gifts
• Partner with Category Managers teams to lead the negotiation with brand suppliers on gifting and offers that will be used for the program
• Monitor closely on all the plans implementation, schedule and activities for all markets and offers to guarantee the consistency and right the image of SBP in all materials.
• Develop Beauty Pass members experiences that money can’t buy and leverage on personalization to create unique customer journey to pamper our best members and grow their engagement.
• Build the brand love for the loyalty program buy building a strong promise and communicating loudly about the perks.

Team Structure & Talent Management

• Recommend appropriate organizational, budgetary and resource changes as needed.
• Develop key structures and workflows that contribute to the success of the CRM team and coordination with local and cross functional teams.

Do not hesitate to apply if you have:

• The successful candidate for this role is not only a strategic thinker and problem solver able to break down business needs into technical requirements.
• Preferred experience of 6-8 years in Retail/Consumer Goods/FMCG or/and Fashion Industry with excellent track record of CRM/Loyalty Programs.
• Arabic is preferred, not mandatory.
• She/He has a track record of being a cross-functional collaborator who can lead with influence and drive multiple priorities in a fast-paced environment by working closely with Product, Data Science, Engineering, Marketing, and Retails Teams and flexibility to travel.

Here, you will find:

• Community: In which authenticity is embraced, and the strength of our differences fuels our collective spirit.
• Culture of Empowerment: Learning & growth, that offers you the tools, space and opportunity to learn, innovate and lead.
• Work that Brings Fulfilment: From delighting clients every day, to inspiring our industry at large, every action makes a difference.