Shivendra Hariparsad

Manager
(Loyalty and Rewards
portfolio) Maintaining the Loyalty and Rewards
portfolio:
• To drive loyalty and engagement across First
Abu Dhabi Banks customer base by designing,
implementing and managing a data-driven
multiplatform loyalty and rewards strategy.
• Develop a holistic customer segmentation
strategy in partnership with CRM and BI
teams. Use this to tailor communications,
promotions and experiences across all
platforms.
• Implement and align engagement strategies to
drive necessary category wide spend
outcomes, for the planned loyalty propositions
with each product owner (Visa & Master, core
& co-brand cards) to maximize customer
participation.
• To manage and maximise customer lifetime
value (CLV) and brand affinity through
relevant rewards, segmentation and
innovative campaigns.
• Continuously review and enhance the current
rewards structure and benefits based on
customer data, usage and competitive
benchmarks.
• Cross-functional collaboration with various
stakeholders such as digital, marketing, I.T,
operations, CRM and BI teams to drive the
desired customer behaviour with a shared
vision for success.
• Seek and manage third parties/partners to
collaborate and add value to the programme.
• Monitoring and taking corrective action in
ensuring the achievement of key KPIs to the
program such as customer retention and
redemption rates are met.
User Experience Enhancement:
• Review user experience related to loyalty
programs and implement dynamic redemption
for each card type based on CVP.
• Review opportunities to uplift UI/UX in line with
card CVPs, manage specific theme-based
games and tactical rewards boosters for in app
engagement.
• Present relevant redemption options based on
customer segment, persona and card holding.
• Implement card specific gamification
strategies to drive increased app usage and
improve customer interaction with the loyalty
propositions.
Financial impact monitoring:
• Monitor the monthly financial performance of
the new loyalty propositions for each card
product.
• Compare the financial impact against the
business case metrics to ensure programs are
delivering outcomes and ROI.
• Forecast budgets based on actuals and
projections for in year contra costs estimates.

Operations:
• Execute spend and acquisition system setup in
the loyalty system.
• Conduct end to end testing strategy for
execution in the loyalty system.
• Develop and execute test case scenarios to
ensure accuracy of new campaign
components.
• Present test strategy execution for business
for approval to obtain sign off pre go live.
• Monitor the implementation of daily file, and
monthly rewarding files and corrective action
for any failed uploading with IT and the
Loyalty System.
• Managing customer incidents from branches,
call center and other channels in relation to
loyalty program.
Cost Optimization and ROI monitoring:
• Conduct monthly evaluation on the loyalty
costs and identify opportunities for
optimization.
• Monitor returns on rewards cost by assessing
growth in spend and acquisition rates.

Campaigns
Maintaining the Loyalty and Rewards
portfolio:
• Clearly articulate the vision behind loyalty
programs into practical processes and
initiatives.
• Responsible for the development of all
marketing plans for major and tactical
campaigns throughout the year, to drive
customer engagement to the loyalty program
(Life Rewards) through various campaigns by
encouraging participation within the Retail
Business and other relevant parties.
• Responsible for the measurement of
marketing program/campaign effectiveness
against set KPIs to drive continuous growth
and improvement.
• Oversee marketing expenses and resources
throughout the year with external vendors
(partners, agencies and media houses).
• Responsible for managing and reporting on all
marketing budgets set annually (Opex,
Capex).
• Initiate and lead the development of
marketing communication (ATL and BTL)
channels, in close coordination with Group
Communication, to communicate the image of
the program and ensure the program message
is clearly understood by the customer.
• Responsible for delivering sales material,
sponsorships, customer events, public
relations, trade exhibitions, direct marketing
(sms, email and e-statement campaigns)
corporate promotional items.
• Partner Management - Working closely with
Loyalty and Rewards programme partners for
e.g. Harrods and Qatar Airways to create
rewarding and redemption
campaigns/promotions to increase customer
spend/growth within the card portfolio.
• Building and acting as the link between the
business/product owners and the marketing
team.
• Managing numerous supplier/support function
relationships.
• Agency Management - liaise with agencies to
deliver initiatives for brand/product campaigns
and assist with quarterly review on agency
performance.
• Ensuring all activities is aligned to the Qatar
National Bank brand promise.
• Manage the end-to-end Life Rewards Holiday
Portal to drive Flight, Hotel Booking and Car
Hire.
• Monitoring and taking corrective action in
ensuring the achievement of key KPIs to the
program such as customer retention and
redemption rates are met.
• Initiate and follow up on research findings for
rewards programs and partnerships, in
international and local markets to gain a
better understanding of new customer trends.
Operations:
• Operational Management of Loyalty Program
Initiatives, including operational maintenance,
problem solving, coordination and program
administration, support investigation and
resolution in case of partner settlement
disputes.
• Introduce and/or support the development
new features and relevant facilities to QNB
customers to ensure a high standard of
customer experience in rewarding and
redemption.
• Manage and ensure accurate implementation
of partners contribution and redemption
parameter in the loyalty system to
accommodate incoming partner and new
projects within Group Retail.
• Execution of manual rewarding, transaction
reversal, bulk rewarding, point transfer based
on customer or business requests.
• Managing customer incidents from branches,
call center and other channels in relation to
the program.
• Monitor the implementation of daily file, and
monthly rewarding file and corrective action
for any failed uploading with IT and the
Loyalty System.
• Working closely with interrelated departments
to manage a smooth processing of the loyalty
system to ensure accuracy of points being
rewarded and new facilities are properly
tested and communicated.

• Development of marketing plans that link into
the strategic objectives of the business and
ensuring that business objectives and
marketing objectives are aligned.
• Responsible for driving and co-ordinating all of
the marketing activities that relate to the
Inclusive Banking products. Including above
the line and below the line campaigns, sales
material, sponsorships, customer events,
public relations, trade shows, direct marketing
and promotional items.
• Responsible for managing and reporting on
marketing budgets.
• Responsible for the measurement of the
success of marketing initiatives and the
implementation of key learnings.
• To evaluate campaign performance across all
media (Print, Radio, TV, DM, mobile, digital
and social media(measuring conversion rates
and campaign ROI. ) with the aim of
continuously increasing campaign
effectiveness with the research team.
• Using research findings to improve and
develop marketing material.
• Building relationships between the
business/product owners and the marketing
team.
• Managing numerous supplier/support function
relationships.
• Ensuring all activities is aligned to the
Standard Bank brand promise.
• Agency Management - liaise with agencies to
deliver initiatives for brand/product campaigns
and assist with quarterly review on agency
performance.
• Media relations - working directly with the
broadcasting industry (MultiChoice and SABC)
to deliver key campaigns through three
popular Soapies (Isidingo, Muvhango and
Isibiya). Review and sign off on all scripts to be
televised. Working with the actors on and off
set to come up with strategic campaigns.
• Partner Management - Working closely with
Loyalty and Rewards programme partners to
create rewards campaigns/promotions to
increase customer spend/growth within the
card portfolio

Maintaining the Personal Market portfolio:
Co-ordinate key projects with brand managers, key
roles within marketing (e.g. PR, Brand communication
etc) and agencies to see a campaign to completion,
also manage all events with brand managers and

• Responsible for the auditing of security files for
the Home loans division and to always ensure a
satisfactory audit report is done