Job description

The CVM Loyalty & Retention Manager at Virgin Mobile UAE, based at du HQ in the United Arab Emirates, is responsible for driving customer retention, loyalty strategy, and churn reduction initiatives across mobile and home wireless segments. The role monitors and analyzes customer churn metrics, identifies key churn drivers such as service issues, pricing, and competition, and develops predictive models or scorecards to proactively identify at-risk customers. The manager designs, launches, and manages loyalty programs and rewards schemes to increase customer engagement, satisfaction, and Customer Lifetime Value (CLV), ensuring integration across marketing, product, customer service, and digital channels. The role includes executing customer segmentation strategies based on usage patterns, tenure, value, and behavior, and developing personalized communication and treatment plans through CRM systems and campaign management systems. The position leads multi-channel campaign execution via SMS, email, app notifications, and direct contact, applying A/B testing and test-and-learn methodologies while measuring campaign ROI and optimizing performance. The manager defines and tracks KPIs including churn rate, retention rate, CLV, loyalty program participation, NPS, and ARPU, building dashboards and reports for senior management to support data-driven decision-making and resource allocation. Working cross-functionally with Marketing, Product, Finance, Customer Service/Care, Digital, and Operations teams, the role ensures coordinated offers, communication, and operational alignment. The manager also owns the loyalty and retention budget, forecasts revenue impact and associated costs, collaborates with loyalty program vendors and analytics providers, and continuously benchmarks Virgin Mobile against competitors to introduce innovative initiatives such as gamification, mobile app features, partnerships, and new digital tools that enhance retention and loyalty performance.