Officer Loyalty Program Development
Qatar Airways
Total years of experience :18 years, 5 Months
Product Development
• Review programme features and benefits to ensure these remain competitive
• Develop and maintain a competitor analysis system and identify potential improvements
• Improve the program proposition through introduction of new features & benefits
• Work with internal & external stakeholders to proactively evolve Privilege Club benefits
• Expand Non Air Reward opportunities for members
• Review programme features and benefits to ensure these remain competitive
• Lead the team in developing and presenting business cases, including product, analysis, mechanisms, costs and performance measures
• Lead the research of market trends related to loyalty programme benefits and products and project future market trends
• Work with research department to develop qualitative and quantitative research to understand customer behavior and insight
• Effectively communicate and coordinate with internal and external stakeholders to ensure clear aims and objectives are established
• Negotiate agreements with service and/or product suppliers, where necessary
Programme Performance
• Support Manager Loyalty and all other units within Privilege Club in delivering the Business Plan
• Drive and Monitor Programme Performance through continuous data analysis and regular management reports
• Work closely with the Commercial Regions to develop a Privilege Club strategy to support our business and drive
• Develop enrollment strategies focusing on customer quality and not quantity
• Develop and executive campaigns to promote member activation, retention, upselling, etc.
• Maximise the use of Award Seats and divert requests to off peak periods
• Increase Online Penetration and drive online transactions
• Identify technology Enhancements of the FFP system to help achieve the business objectives
• Introduce Member engagement initiatives
• Develop and implement comprehensive member segmentation and profile study
Notable Accomplishments:
Spearheaded and Project-managed:
• The restructure of the Privilege Club Program which was effective from November 2012.
• Revamp of the Privilege Club Program, expected to be rolled out by October 2013.
• Qatar Airways’ entry into the Oneworld airline alliance from the PC compliance perspective.
Role:
• Conceptualizing, Planning and designing CRM and Loyalty programs for customers based on their requirements.
• Managing and Implementing Loyalty programs for clients nation-wide.
• Constantly monitoring and updating the programs with new trends and strategies.
• Developing strategies to built Loyalty among the members.
• Data analytics.
• Planning and execution of campaigns based on the interrupted data.
• Reporting (Monthly reports and Campaign specific reports).
• Increasing revenue form existing member base.
• Data driven marketing.
• Coordinating with CRM vendor.
• Training store staff on the CRM platform.
• Responsible for smooth running of CRM tool across India.
• Referral campaigns to increase member base.
• Interacting with vendors on the printing of collaterals, other program related materials and technology partners.
• Coordinating with various departments like creative, technical and operations team for the smooth running of the program.
• Retail Marketing
Notable Accomplishments:
• Made Power Club (Van Heusen) as a bench mark Program among other stand alone Loyalty Programs.
• Spearheaded successful launch of Van Heusen Diva Club (retail loyalty program for Van Heusen Women Customers)
• THe Club loyalty Program (Tommy Hilfiger) grabbed PMAA Award 2010 for the best retail specific campaign.
• Effectively handling Loyalty Program in 95 stores across India for Van Heusen
• Attained 2nd position in Accentiv’ Foundation Loyalty Marketing Test
• Incorporated innovative changes for redemption in the Nortel Loyalty program which is now being circulated internally as a success case
• Merit of having initiated
O Executive Development Program for Spanco through Nortel Loyalty Program.
O Adding new member type in the existing Nortel Loyalty Program
• Played key role in planning and implementing new loyalty program for the top CIO’s in India for Nortel.
• Managed the THe Club loyalty program for Tommy Hilfiger premium customers, unlike other loyalty programs, this was experience based with no point system.
• Was responsible for tracking customer behaviour and buying pattern to initiate focused campaigns for specified groups
Growth Path:
Joined as TSI - Tirunelveli HQ (Tirunelveli, Tuticourin & Nagarkovil): Nov’ 06 - Mar’ 07
Promoted as TSI (Modern Trade & ACD) - Rest of Tamil Nadu: Mar’ 07 - Nov’ 07
Role:
• Spearheading entire sales and distribution functions with a team of 15 retail sales executives.
• Managing primary and secondary sales market with a team of 10 Distributors and 25 Sales Executives.
• Devising & implementing various advertising & sales promotional campaigns to create brand awareness & generate demand.
• Signing TOT (Terms of Trade) with key outlets for successful launch of new products and SKUs
Notable Accomplishments:
• Augmented business by generating 175% growth in 6 months.
• Displayed consistent performance by achieving 100% target.
• Ranked 1st among tire two cities in South India.
• Contributed to extension of distribution network by appointing Special Distributors for Modern Trade and ACD across major cities in Tamil Nadu.
• Registered 100% growth in Railway & other Institutional sales.
• Secured major single order for the value of 13 lakhs from BHEL, Trichi.
• Effectively handled key accounts of Big Bazaar, Reliance Retail, Subiksha, More, etc.
Role:
• Undertaking entire sales and marketing functions fro promoting investment options.
• Delivering presentations to HNI clients for securing new and repeat business.
• Assessing requirements and providing various investment opportunities to suit requirements.
• Handling a team of sales trainees.
Notable Accomplishments:
• Successfully developed a Sales team for Online Trading in Chennai
• Secured 3rd position in Online Sales Department across Pan India.
• Build a strong foundation for Online trading department.
• Displayed exemplary performance within few months of joining.