Job description

The Loyalty & Insights Manager role for Primark in the UAE supports the execution and rollout of the Loyalty team’s business-as-usual marketing activities for Alshaya’s Aura loyalty programme. The role involves managing brand offers and programme rewards while leveraging Aura customer data to provide insights on customer behavior and engagement. These insights support campaign optimization, customer engagement initiatives, and the continued strengthening of the loyalty programme in the region. The role focuses on identifying value-driving initiatives through customer data analysis, developing tailored marketing materials for each customer segmentation, and helping create strong value propositions through engaging content. The position is responsible for improving the customer experience by refining the end-to-end customer journey and working with wider teams to ensure segments are fully serviced through communications, experiences, and product enhancements. The role includes monitoring and maximising customer lifetime value strategies, continuous building of brand equity and awareness, and supporting marketing objectives to deliver a consistent brand experience across all channels. The Loyalty & Insights Manager drives compliance with Loyalty Programme brand guidelines, including best practices in communication frequency, content, channels, data, and workflow processes. A key responsibility is developing and delivering insights for AURA by identifying key trends, analysing systemic data points, mapping them with external domain and market trends, and engaging senior leadership stakeholders. Insights are disseminated through presentations, reports, and stakeholder meetings, with analysis tailored to target audiences. The role proactively guides customer engagement campaigns including cross-sell, upsell, tier engagement, and churn analysis, serves as a trusted advisor to company and brand leaders, and uses fact-based insights to develop loyalty strategies that drive incremental ROI against business objectives. Performance is measured through financial impact, incremental revenue from loyalty-driven campaigns, ROI of insight-led initiatives, improvement in customer lifetime value, growth in active AURA members and engagement rates, retention and repeat purchase improvements, churn reduction, effectiveness of personalised campaigns, quality and timeliness of insights shared internally, number of decisions informed by insights, measurable improvements in end-to-end customer journey performance, and continuous improvement of analytics, segmentation, and reporting methodologies.