Head of Loyalty Program (U.A.E, Kuwait, Qatar and Bahrain)
Ajmal Perfumes
Total years of experience :12 years, 5 Months
Apart from monitoring the day-to-day activities of the loyalty program, I have handled the following
1. Effectively designed and managed the spectrum of loyalty program activities across UAE, Kuwait,
Qatar and Bahrain.
2. Spearheaded the seamless transition from an outdated loyalty platform to a new, optimized platform (Capillary), resulting in cost efficiencies and enhanced functionalities.
3. Led the end-to-end process encompassing
a. Prepared the Business Requirement Document (BRD)
b. Defined process flow
c. Oversaw Integration of the New loyalty platform (Capillary) with Ajmal POS
d. User Acceptance Testing (UAT) of loyalty platform after integration with POS
e. Training of new loyalty platform to sales staff
f. Rollout of POS and new loyalty platform (Capillary)
4. Introduced, and designed Coupon Management System in Ajmal Perfumes POS. Strategically designed different marketing campaigns and increased customer engagement through personalized offers and discounts.
5. Defined KPI’s for generating reports and Dashboards. Presented comprehensive reports and insights to senior management for U.A.E, Kuwait, Qatar and Bahrain.
6. Accountable for creating budgets, distributing resources, and selecting vendors.
1. Handle the loyalty program (Ajmal One) of Ajmal perfumes
2. Introduced the Tier concept in Ajmal Perfumes loyalty program
3. Liaised with CRM agency for day-to-day activities
4. Liaised with stakeholders to ensure effective planning and execution of different types of loyalty marketing campaigns
5. Introduced A/B testing method to check the success rate of Campaigns
6. Analyzed data to identify behavior patterns of members, measure the response of different campaigns and find correlations between different types of data
7. Analyzed shop performance on different metrics and improved shop performance
8. Changed the dashboard and report formats. Generated Dashboards and ad-hoc reports.
9. Resolved shop issues in coordination with the IT department, CRM agency and shops
1. Analyze and introduce new products in addition to the core business
2. Ensure that the resources are allocated efficiently and effectively within budgetary parameters while maximizing ROI. Responsible for maintaining these budgets throughout the year, balancing the expenditures against a changing marketplace and corporate needs.
3. Reduced excess staff strength and expenses, by implementing new automated billing and Tracking system
Devised and executed comprehensive strategies for Air Indias Loyalty Program, encompassing loyalty marketing, product development, project management, STAR Alliance integration, Loyalty Platform integration, Airline partnerships Management (from the Loyalty Program aspect) and data analytics.
Loyalty Program Development and Project Handling:
1. Merged the loyalty program of Indian Airlines with Air India and designed the Flying Returns (Loyalty Program of Air India), to make the program globally competitive
2. Project Manager for Loyalty Development & Enhancement.
3. Prepared of Business Requirement Document (BRD) for the loyalty program
4. Defined process flow
5. Implemented the new Loyalty Management System - SITA Horizon Frequent Flyer (Loyalty Plus) to improve loyalty program capabilities and enhance service delivery.
6. Recommend and implement corrective actions by conducting meetings with stakeholders
7. Responsible for systems deliverables and ensure they meet business requirements
8. Conducted UAT (User Acceptance Testing) of SITA Horizon Frequent Flyer (Loyalty Plus)
9. Re-launched the Frequent Flyer Program website with enhanced functionalities
10. Trained staff on the new Loyalty Program Platform and STAR Alliance
Airline Partnerships Management:
1. Air India’s liaison for Star Alliance Loyalty-related issues and projects
2. Verified agreements with all Star Alliance Carriers in alignment with the commercial strategies of the Air India loyalty program
3. Managed implementation of Loyalty requirements for Star Alliance integration with internal stakeholders, including:
• User-end support for RES (SITA) integration with the Loyalty software system (Loyalty Plus)
• Testing STAR Alliance functionality RAS (Redemption Availability and Sell), SAUA (Star Alliance Upgrade Awards) with all STAR carriers
• Testing of PCD (Premium Customer Database) of Air India
Program marketing/communication:
1. Increased member acquisition and member engagement from different marketing campaigns
2. Improved Member communication by launching monthly E-newsletters and emailers
3. Managed ongoing reward processes and introduced new reward promotions and processes to improve customer experience.
Research and Analysis of Customer Expectations:
1. Monitor and compare analysis on other Frequent Flyer Loyalty Programs in India and STAR Alliance Carriers. Communicate new changes in programs to internal stakeholders.
2. Research the member database to understand member behavioral patterns and initiate promotions, increase revenue, reduce liability in terms of miles, new sector promotion, etc
Completed familiarization and training programs across various departments at Air India while serving as a Management Trainee for six months, preparing for my subsequent role as Assistant Manager in the Commercial division.