Job Description – Manager Loyalty
Job Title Manager – LoyaltyJob IDDepartment Marketing
Reports to Head – Loyalty & Partnerships
Location Bengaluru / Gurgaon
Job PurposeThe Manager – Loyalty will work with the Head of Loyalty & Partnerships. They will be responsible forbuilding and executing the loyalty strategy
Key Duties and Responsibilities
Assist with the development and implementation of the Loyalty Program – Craft andimplement differentiated value propositions for customers to increase loyalty, retentionand direct channel acquisition – Benefits and Processes, Comms planning & execution, successmetrics including retention and share of wallet
Grow salience, and consideration for the loyalty program and tier benefits ondirect channels, the Tata Digital platform (including the TataNeu SupperApp) and the partnerecosystem
Drive acquisition (penetration, conversion, and new , frequency of flying, share ofwallet, & revenue on indirect and owned channels
Grow partnership acquisition & traction, eg , Avis, Tata Digital, Tata Shop ShareSmile, other Tata and non-Tata companies, Bank and Network (Amex, MasterCard, Visa)Partners
Increase channel contribution – Drive member login, app downloads and sessions,engagement, transactions & revenue for on app & web
Coordinate with Marketing, Route Revenue, Ancillary Revenue & CommercialOperations to develop and deploy a distinct positioning for the India loyaltyprogram and 4 tiers, defined by the commercial strategy on key differentiating planks
Define the operating standards and moments of truth for India guests throughthe search, booking, post-purchase, flight and post-flight customer journey for guests andeach tier, working with operational departments
Differentiate the program – Define, refine and ensure delivery of moments of truth tostand apart from others in the category and appeal of tiers within the program
Drive new design thinking and innovation in loyalty with a commercial focus Ensure topline and P&L growth from the loyalty program with effective ROI tracking Collaborate and coordinate with internal teams to define and implement SOPS for
managing the loyalty program including Ground Operations, Flight Ops (including Cabin Crew),Customer Happiness, Ancillary Revenue, Route Revenue, Commercial Ops,
Work closely with external teams including Tata Digital, Capillary, Google, DatabaseMarketing and other ecosystem partners