Emirates Group

Job Purpose:

To provide support for the development of key functions of Skywards, Emirates Frequent Flyer Programme in order to influence members to behave in ways that positively affects profit drivers for the airline. These include roles related to member engagement and life-cycle management, commercial co-ordination and tactical promotions, product design, tier management, innovation and strategic project and product delivery.

Job Outline:

• GENERIC
  - Using both qualitative and quantitative techniques, analyse customer preferences and member data to generate insights and leverage opportunities to improve share of wallet and engagement among Emirates customers and increase profit for the airline. Support the development of effective segmentation and targeting of members to drive incremental revenue opportunities.
  - Support the design, business case and execution of enhancements to deliver a richer, more flexible, personal, compelling and competitive loyalty proposition. This should entail producing a new and innovative basis for travel lifestyle rewards.
  - Develop and implement proactive communication and education strategies to ensure a clear understanding and strong buy-in of the programme by customers and internal stakeholders. Ensure all elements comply with published corporate standards.
  - Support the management of programme budgets and profitability. Control costs and conduct cost / benefit analysis to ensure the programme delivers within set commercial objectives. Monitor internal performance measures to ensure programme deliverables are on track.

• SPECIFIC
  Product Design
  - In alignment with Emirates commercial strategic priorities, support the evolution of Emirates and flydubai earn and reward frameworks. Working in coordination with Revenue Optimisation, Finance and Skywards Commercial Engagement team, support the ongoing evolution Skywards Classic Reward, Upgrade Reward and Cash+Miles products and ensure that propositions effectively serve both the global nature of Emirates business, at the same time as enabling local relevance and competitiveness as needed.
  - Support the strategy in creating a seamless, consistent and frictionless digital and ambient product experience across all Emirates earn and reward products through both qualitative and quantitative data analysis, ensuring that our product offerings meet customer expectations and drive satisfaction.
  - Support the development of Skywards Miles as the `currency? of Emirates, expanding Miles utility through the introduction of earn and reward propositions across emirates.com ancillary products, Dubai Experience, Emirates Red and SkyCargo.
  - Support the management of Miles validity polices to ensure product simplicity and enabling an enriched propostion for active / engaged members that delivers incremental revenue benefit
• SPECIFIC
  Member Engagement
  - In close coordination with the Customer Strategy & Retention Team within Corporate Communications, Marketing & Brand, support the development of Skywards member engagement and lifecycle strategy encompassing personalised communications and offers that are triggered for Skywards Members when pre-defined events occur within a customer trip journey or programme engagement milestone.
  - Support the development of value propositions for defined member segments and audiences that maximise engagement. These can be customer related (cart abandon, pre-trip, pre-flight, post flight) or member related (acquire, welcome, on-board, activate, stretch, redeem, retain, win-back) and apply across digital and ambient channels.
  - Support the development of Skywards member enrolment strategy with a core focus on digital channels, supported by relevant in-person touchpoints where opportunities exist.
  - Support the capture and consolidatation of new ideas and needs of wider Skywards stakeholders (Commerical Engagement, Partnerships) and incorporate into overarching member engagement strategy.
• SPECIFIC
  Internal Partnerships
  - Support the Skywards Internal Partnerships Unit by promoting the use of Skywards miles as a digital currency to drive customer loyalty or staff engagement for the relevant Emirates Group entities.
  - Support the performance monitering of Emirates Group partners and the design of strategy and tactics to leverage partnerships that will in turn drive increased member engagement, new acquisitions, and additional revenue opportunities for the Group.
  - Support the negotiation of commercial terms with Internal Partners acting in the best interest of both parties to be in line with the Unit?s vision.
  - Working closely with Skywards Strategy Enablement and varous enablers such as IT, CCMB and Finance, support the end-to-end delivery of Skywards Internal Partnerships strategic projects and initiatives.

Qualifications & Experience:

Experience in marketing, product development or an airlines commercial department.

- Experience in developing and implementing a range of product and/or marketing activities and functions. Operational experience in delivering projects.

- Experience within and a strong comprehension of loyalty programmes

- Experience in using complex data sets to derive commercial insights and improve revenue performance in a loyalty or commercial role.

Knowledge/skills:

- Ability to develop business cases, and a good understanding of ROI and other key performance metrics

Join us in Dubai and enjoy an attractive tax-free salary and travel benefits that are exclusive to our industry, including discounts on flights and hotels stays around the world. Find out what it’s like to live and work in our fast-paced, cosmopolitan home city in the Dubai Lifestyle section of our website www.emirates.com/careers