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Associate Manager, Loyalty

Date: 23-Nov-2022

Location: Dubai, AE

Company: Majid Al Futtaim

Role Purpose:

  • The Loyalty Engagement Associate Manager is a vital member of the Loyalty team responsible for overseeing in-mall implementation, Marketing co-ordination, New Mall launch set-up, SOPs, training and Tenant operational co-ordination including tenants training and updates, tenant relationship.
  • The role will be focused on all UAE assets initially and then assume the same responsibilities for other markets as the programme expands.

Role Details – Key Responsibilities and Accountabilities:

  1. Marketing:
  • Have a solid understanding of the Majid Al Futtaim loyalty programme strategies and business objectives.
  • The loyalty engagement associate manager is responsible for liaising the SHARE marketing campaigns with the SHARE Holding team and the Malls marketing teams
  • Initiating any promotions, campaigns or staff incentive programmes with the existing partners on the programme to increase awareness and engagement from members.
  • Proactively develop insights and recommendations to add value and deepen the relationship between SHARE & the partnered tenants.
  • Identify and secure tenant funded tactical marketing campaigns, contests or other experiential benefits.
  • Mystery Visits to store to ensure staff are aware about the Majid Al Futtaim Loyalty Programme.
  • Support the Tenants Ambassadors program by engaging with the tenant stores to promote SHARE with customers.
  • Regularly compile, review and interpret program and customer data in collaboration with the Insights team to anticipate and respond to customers’ needs and determine the correct partner mix and target sectors for tactical campaigns.
  • Monitor activity to measure overall performance of partnerships and related campaigns.
  • Develop an awareness of competitors and partner programs, conducting and sharing competitor analysis where valuable.
  1. Operations / Technical
  • The loyalty engagement associate manager is responsible for maintaining the back-end systems (Salesforce) for shopping malls to ensure smooth flow of operations to the downstream systems at MAF Holding.
  • Regularly updating information on new, renewed or amended leases in Salesforce currently for the UAE and other markets as the programme expands.
  • Lead the Merchant id collection process with the Customer service team leaders to ensure the latest tenant merchant details are captured to facilitate SHARE pay successfully.
  • Co-ordinate with tenants directly or malls team incase support required with clear receipts for receipt scan.
  • Assist the service providers (UCS and Fintech Labs) with any issues leading to failure of SHARE transactions at tenant store level.
  • Minimize the risk of tenant staff fraud through the Mall ops team by identifying and flagging the suspicious activities on accounts along with support from MAF holding.
  • Support the mall customer service Teams with providing SHARE training to tenant store staff.
  1. Financial Support
  • Maintaining and monitoring the allocated budgets allocated for the year for SHARE by tracking and reporting year to date spends vs balance.
  • Compiling end of month loyalty recharges from MAF holding and allocating the costs to each mall to ensure purchase orders are raised in the systems and invoices are getting paid to MAF holding on time.
  • Support Mall marketing teams with estimated spends for their campaigns based on historic analysis and allocations of bonus points budget to their respective malls.
  1. Data Analytics
  • Monitor the tenants SHARE performance through the available dashboards and ensure all data is correctly being translated upon reconciling with MAF holding dashboards.
  • Identify the performance indicators and focus on required category if required to push for more adaption of SHARE through tactical campaigns/mall support or tenant staff support.
  • Gather the insights and drivers reflecting performance of tenant groups to support with, when conducting workshops with key groups.



  • Please refer to the behavioral / technical competency framework and applicable proficiency level.
  • Strong numerical analysis is a mandate. 
  • Project management tools and process skills
  • Loyalty experience at successful programs is a mandatory




Personal Characteristics and Required Background:


Personal characteristics

  • A self-starter able to take ownership of their responsibilities from the offset
  • Charismatic with strong communication and stakeholder engagement skills
  • Ability to work in a diverse, international company and able to work with multiple stakeholders and matrix managed teams
  • Strong written and verbal communication skills
  • A team player
  • Track record of driving results through cross-functional collaboration.



Minimum Qualifications and Requirements:

  • Bachelor’s degree in Business Administration / Marketing / Economics or equivalent
  • Creative flair and good working knowledge of and ability to effectively use different marketing channels
  • Ability to communicate comfortably with all stakeholders, and to effectively secure support for cross-regional (portfolio) marketing activity
  • An excellent business communicator, e.g. face to face, digital, and stakeholder meetings and committees etc.
  • Have the presence and confidence to deal with senior personnel from all stakeholders on issues good and bad
  • Strong financial, analytical skills and interest in consumer insights
  • Passionate about working with people, customers, tenants, staff, agencies
  • Confident decision maker
  • An innovative thinker with an open-minded approach to challenges and maximizing opportunities
  • A committed and skillful team player, able to influence at all levels effectively
  • Outstanding relationship building skills
  • Ability to prioritise and meet tight deadlines
  • Excellent attention to detail and accuracy
  • Desire to get involved and learn more about the Company and its business

Minimum experience

  • 8+ years’ experience in a similar role of which 5 in Marketing, project management, loyalty experience preferred.
  • Demonstrable experience managing cross-functional stakeholders
  • Team management and development experience