Sephora
CRM and Loyalty Director
- Permanent
- Dubai, United Arab Emirates
- Experience 5 - 10 yrs
Job expiry date: 27/10/2025
Job overview
Date posted
12/09/2025
Location
Dubai, United Arab Emirates
Salary
AED 40,000 - 50,000 per month
Compensation
Comprehensive package + relocation
Experience
5 - 10 yrs
Seniority
Director
Qualification
Bachelors degree
Expiration date
27/10/2025
Job description
The CRM and Loyalty Director at Sephora Middle East owns the overall customer loyalty strategy, defining and implementing initiatives that build profitable, long-term customer relationships across channels. Reporting to the Marketing Director, this role partners with cross-functional teams to design impactful loyalty programs, optimize CRM strategies, and integrate customer insights into lifecycle campaigns. The position also involves managing customer service processes, ensuring excellence in call center directives, and leveraging analytics to drive business value and loyalty engagement.
Required skills
CRM strategy
customer loyalty programs
email marketing
SMS marketing
direct mail campaigns
data analytics
market research
customer segmentation
omnichannel marketing
lifecycle campaigns
customer insights
loyalty program management
marketing automation
KPI tracking
campaign performance analysis
customer value analysis
budget management
vendor negotiation
PR and media planning
team leadership
Key responsibilities
- Lead the development and execution of CRM strategy and function, including data gathering, database understanding, targeting, marketing deployment, and loyalty program management.
- Evolve and optimize email, direct mail, SMS, and touchpoint strategy to maximize customer loyalty and retention.
- Evolve loyalty program to be a powerful loyalty driver consistent with brand vision.
- Drive strategic decision making through senior management-level communication.
- Serve as a thought leader across the company on CRM and engagement best practices.
- Define key priorities for implementation and build business cases for strategic solutions.
- Lead roadmap and execution of lifecycle campaigns to increase conversion and meet KPIs.
- Collaborate with product, data science, design, and other teams to prioritize roadmap and resolve dependencies.
- Lead and optimize customer service processes and call center directives.
- Set KPI targets and assess CRM project impact short and long term.
- Conduct market research to understand consumer expectations and update loyalty promise.
- Prioritize and scope analysis requests from cross-functional teams.
- Establish analytics and reporting structure to educate leaders about customers and CRM tactics.
- Analyze customer value and behavior data to inform lifecycle campaigns.
- Define and manage SBP marketing plan/calendar, ensuring coordination with internal and external teams.
- Manage marketing, media planning, and PR related to the loyalty program.
- Interpret campaign performance data into actionable insights.
- Negotiate with brand suppliers for gifts and offers within the loyalty program.
- Monitor implementation and consistency of loyalty program across markets.
- Develop exclusive Beauty Pass member experiences to drive engagement.
- Build strong brand positioning and communication around loyalty program perks.
- Recommend organizational, budgetary, and resource changes for CRM success.
- Develop structures and workflows to ensure CRM team effectiveness.
Experience & skills
- 6–8 years of experience in Retail, Consumer Goods, FMCG, or Fashion Industry with CRM/Loyalty program expertise.
- Track record of managing CRM and loyalty programs successfully.
- Arabic preferred but not mandatory.
- Cross-functional collaboration experience with Product, Data Science, Engineering, Marketing, and Retail teams.
- Flexibility to travel.
- Strategic thinker with ability to break down business needs into technical requirements.
- Experience leading teams and managing multiple priorities in a fast-paced environment.
