CRM Manager
ABC Group
مجموع سنوات الخبرة :15 years, 9 أشهر
Lebanon’s primary shopping and lifestyle destination that operates a Department Store, Mall and Franchises including Isabelle Marrant, Calvin Klein, Tommy Hilfiger and others.
• Responsible and accountable for the development of ABC loyalty program
• Manage ABC Loyalty program on Microsoft Dynamics CRM 365
• Digitize ABC loyalty program through the deployment of the 1st Loyalty App in Lebanon
• introduce the online shopping experience on ABC Loyalty App
• Upgrade the online shopping experience from the Loyalty app to an e-commerce platform
• Provide strategic guidance in building CRM strategies to drive maximum ROI
• Plan, execute and measure cross-channel marketing campaigns based on segmentation models
• Create an inspiring customer experience and increase lifetime value
• Develop and strengthen the ABC credit card business model
• Develop the loyalty customer recruitment KPI’s and ensure targets are met
• Develop the geo-fencing model to increase traffic and achieve additional sales
• Overlook the research and competitive landscaping for target audience & market needs analysis
• Deploy quantitative and qualitative targeted market researches to adjust the strategy, address
competitive influences and adapt to changing market (e.g. surveys, focus groups, mall intercepts, ideation workshops, etc.)
• Monitor and benchmark international retailers, market trends and local competitors’ activities, best performance and practices in order to achieve a competitive advantage
Major Achievements:
• Upgraded the CRM strategy and launched one of the best Loyalty programs in the region, shortlisted in Loyalty International Award 2014, London (over 200 entries) for Best Retail Loyalty Program and Best Loyalty Program Middle East & Africa
• Digitized ABC loyalty program through the launch of ABC Loyalty App, transforming it into a cardless program (high customers’ engagement with 90% of the top tiers using the mobile application, 90% of redemption done through the app., enhancing the customer experience by reducing time spent at Customer Service desk and optimizing the processes and tasks of the Customer Service team)
• Launched an online shopping platform on ABC App endorsing the digital transformation since 2017 (high customer engagement generating $2M in revenues in 2 months during the total lockdown period in 2020)
• Worked on the design and the development of the e-commerce platform
• Constant analysis of the database and group customers in clusters according to their Recency, Frequency & Monetary value (RFM segmentation)
• Create, implement and assess monthly & weekly global promotional campaigns, as well as targeted campaigns according to the budget
• Assess and interpret regular weekly & monthly, promotional and annual ROI, P&L and KPI’s data reports
• Ensure effective implementation of the loyalty concept in stores by conducting regular training
• Lead Mystery Shoppers program to enhance customer experience and satisfaction
• Conduct online and offline surveys to evaluate customer awareness and program efficiency
• Supervise customer service to make sure they handle all queries related to Loyalty
• Deepen engagement with tenants, partners and internal resources to deliver effective programs and promotional campaigns consistent with the group image
• Participate in the development of the policies in line with overall CRM policies and the Group’s strategy and vision
• Work with IT Solutions to implement & upgrade processes for current CRM system; that will allow the function to effectively meet its objectives and targets
I am responsible for building strategic development within the company in order to restructure, grow, and strengthen the current business practices.
I am also working on a consulting project, building a digital strategy for a Lebanese company.
Conducted in-depth analysis and developed strategic recommendations to client counterparts across
various engagements including:
Loyalty Program Design for a Bank in Qatar
• Designed Loyalty Program Strategy and developed specific offers according to customers behavior
• Designed marketing and communication campaigns for program launch
Marketing Offer Launch for a major Telecommunication Company in Algeria
• Developed a marketing offer for a new communication plan and prepared its launch on the market
E-Support Strategy and Interaction Design for an Integrated Communication Company in South Africa
• Conducted benchmark analysis to identify the best practices in the industry
• Designed and implemented the E-support portal and interaction strategy
Finance Unit Transformation for a Corporate Travel Agency
• Led gap analysis workshops to baseline org structure, control processes and key risks
• Developed transformation strategy in line with set goals and communicated action plan to client
Working Capital Optimization for different companies
• Analyzed working capital components (clients, inventory, suppliers)
• Implemented cash-generation procedures illustrating best practices
Change Management for a European National Railways
• Identified key changes in employee processes induced by ERP implementation
• Developed ensuing training documents to ensure smooth transition
ERP Implementation for a Multinational Insurance Provider
• Managed implementation of cash outflow ERP
Master in Science Management programme grandes ecoles.
Bachelor degree in Business administration
French and Lebanese Baccalaureate in life science