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Who we are
“The word MUSE means ‘an artistic or creative source of inspiration’. This inspiration goes two ways: we strive to inspire our members, and we seek inspiration from our members to continuously delight them.”
MUSE is the latest experiences-led loyalty programme from the region’s leading luxury brand partner, Chalhoub Group. Bringing together a collection of aspirational fashion, beauty and lifestyle brands from across Chalhoub’s retail network in the UAE, Kuwait, KSA and Bahrain – MUSE is a loyalty programme unlike any other; taking members on a story of inspiration and providing a world of experiences at their fingertips through the MUSE App. Members of MUSE can: collect and redeem points at more than 50 brands; unlock benefits as they elevate through the tiers; and enjoy a host of experiences tailored to them.
What you’ll be doing
At Chalhoub, we share leading brands with the world! Working in the Brands Partnerships Marketing team, you will be part of an exciting opportunity that involves shaping and strengthening the MUSE Loyalty Programme, delivering the best marketing experiences, offers and activations from our portfolio of 50+ brands to our members, while also driving commercial value.
You will report to the Senior Marketing Manager and work towards implementing the Loyalty Programmes’ Marketing Plan, as well as communicate with the brands to develop and execute Marketing strategies for the brands within the programme, that align with loyalty goals. Together, you will deliver and evaluate multi-channel campaigns and be the custodian of maintaining Brand relationships.
Your role will work cross-functionally within the organisation, predominantly with the Brand marketing teams and externally with 3rd party agencies to create and implement loyalty marketing initiatives.
Day to Day
- Be at the forefront in leading and upholding relationships with the portfolio of brands across UAE, KSA, Kuwait and Bahrain
- Actively build and maintain trusted relationships with Partner Brands’ marketing teams, discovering opportunities for growth
- Developing strategic and individual action plans for the Partner Brands in order to meet their Loyalty KPIs, with a primary focus on the strategic/priority Brands, while catering to the other brands simultaneously
- Action plans include but are not limited to:
- Identifying solution-driven tactics to brand requests, whether offer-led or experience-led
- Identifying effective Points offers / mechanics to drive both loyalty and brand objectives
- Leveraging existing loyalty-led offers/lifecycle in support of brand objectives
- Identifying communication channels and segments of interest for each campaign
- Member journey/redemption mapping for brand offers/experiences
- Oversee integrated marketing calendar and execution across teams, brands and markets to delight members and drive Loyalty KPIs
- Create and maintain a menu of services / hub of marketing strategies relevant to the Partner Brands to drive growth and member satisfaction
- Represent the Partner Brands within the internal Loyalty team on operational and data matters, implementation and execution to deliver the planned activities.
- Brief and test offer set-up
- Lead pre and post campaign analysis including projections, ROI and reporting
- Brief CRM requirements and costing
- Brief and test new customer journeys, as required
- Host and manage bi-monthly or monthly meetings with the Partner Brands, with follow-up action plans
- Represent the value proposition and currency of the loyalty program to the Partner Brands and new brands
Branding
- Maintain and uphold the Loyalty Programme’s brand identity and guidelines amongst internal and external partners
- Ensure the brand’s values, essence, tone of voice and look and feel are coherently applied across all the brand’s digital and non-digital communications
- Ensure that guidelines are used correctly on any of the Partner Brands’ communications
Content Management
- Work closely with Partner Brands to curate content and assets relevant to their key moments
- Coordinate and oversee brands’ content across traditional and digital channels that meet the aims and objectives of the Loyalty Programme
- Help shape compelling content that is engaging, experiential and satisfies the marketing objectives and target audiences
- Establish brands’ content calendar alongside the Partner Brands to utilize amongst Internal Communications, Social Media, CRM Communications and Loyalty App and Web.
- Sense-check and proofread content prior to publishing or printing
- Ensure content follows best practices based on the channels they will be published in
- Responsible for supplying content to the agency during the design phase, and thereafter, will be responsible for populating and publishing content on the CMS
- Work with Creative Agencies to manage the creation and production of Loyalty Programme print collateral for internal or external marketing. This includes, but not limited to, point-of-sale material, training material, visual merchandising, signage and so forth
Digital Marketing
- Work collaboratively with Digital Agencies to implement and deliver campaigns across PPC, Display and Social Media to create buzz, acquire and nurture leads and loyal customers
- Support in media buying and Ad spend budget
- Collaborate with the CRM team to ensure brands’ Marketing and CRM campaigns are integrated and coherent
- Responsible for writing concise briefs for agencies
- Conduct A/B tests across the various digital channels to optimise marketing content, customer journeys and campaigns
Reporting
- Work closely with the data team and Media Agencies along with reporting tools to measure and report on the performance of each Brand campaign against Loyalty KPIs, not limited to sales leads, conversions, traffic and so forth.
- Interpret these reports and uncover new ways to improve marketing initiatives
- Package performance reports and lessons learned in easy-to-understand presentations to present to various stakeholders
Other
- Keep abreast of the competition, marketing trends, and consumer research
- Maintain marketing and campaign budget
- Stay close to the customers, trends and results to formulate the right experiences by member segments and markets
What you’ll need to succeed
- University education preferable with a degree in marketing or communication
- 5+ years of experience in offline and online marketing within retail, partnerships, account management, branding
- Strong English verbal and written skills to manage copywriting and proofreading when necessary. Arabic is a plus
- Experience in working with Branding, Creative and Digital Agencies is a plus
- Experience in Loyalty Programmes and/or the luxury fashion industry is a plus
- Comfortable with platforms such as Google Analytics, Looker and other reporting tools
- Strong ability to analyse and interpret data insights from various marketing channels
- Advanced level of computer literacy, particularly in Microsoft Office and PowerPoint
- Proactive and seeks out new responsibilities and opportunities
- Ambitious with a desire to learn and progress
- Analytical thinking and problem solving
- Confident communicator with strong presentation skills
- Highly organized with the ability to multi-task, with project and account management skills
- Strong attention to detail
- Team player and able to drive collaboration and lead execution
What we can offer you
With us, you will turn your aspirations into reality. We will help shape your journey through enriching experiences, learning and development opportunities and exposure to different assignments within your role or through internal mobility. Our Group offers diverse career paths for those who are extraordinary, every day.
We recognise the value that you bring, and we strive to provide a competitive benefits package which includes health care, child education contribution, remote and flexible working policies as well as exclusive employee discounts. To view all our perks and benefits, click here.
