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Head of Loyalty

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Job Description - Head of Loyalty

Main Purpose

The Head of Customer Loyalty is responsible for
developing and executing the overarching WFS Customer Loyalty strategy to drive
customer -centric solutions that enhance the total customer value proposition
and deliver business value to both the enterprise and our customers
. This senior leadership position combines strategic insight
with analytical capability to design, implement, and optimize the loyalty
program that drive customer engagement, retention, and profitable behavioural
shifts creating mutual value for customers and the business. It is also
responsible for integration with our retail partner and potential other
partners in future.

 

Key Responsibilities

Strategic Contribution

  • Lead the development and implementation of
    WFS's Customer Loyalty strategy, ensuring alignment with broader business
    objectives and customer needs.

  • Collaborate with other business units to
    sponsor and deliver loyalty solutions that meet customer needs and
    expectations.

  • Drive the evolution of loyalty program
    through data -informed decision making and customer insights

  • Establish frameworks for measuring and
    evaluating loyalty program effectiveness

  • Collaborate with the Customer Insights and
    Advanced Analytics team to develop predictive models and customer segmentation
    strategies

  •  Partner with Woolworths to ensure seamless
    integration of loyalty initiatives across both businesses

     

Revenue and Commercial Leadership Contribution

  • Own the P&L responsibility for the
    loyalty program, including revenue generation, cost management, and ROI
    optimization

  • Develop and implement commercial frameworks
    and metrics to evaluate, measure and optimise loyalty initiatives

  • Lead the development of value case (business
    cases) for new loyalty programs and enhancements

  • Assess value propositions and new loyalty
    offerings against Loyalty Strategy and commercial framework and pursue
    commercial opportunities that reside within the threshold.

  • Drive innovation in loyalty offerings that
    create measurable business value including profitable customer behaviour
    changes.

  • Establish and monitor KPIs for loyalty
    program performance


Data -driven Campaign /
Project Management

  • Leverage advanced
    analytics to drive customer segmentation and personalization strategies

  • Oversee the
    development of customer lifetime value models and behavioural analysis

  • Manage foreseeable
    risks by adequately capacitating the campaign/project teams to drive
    efficient project and programme delivery and identify and manage potential
    risks.

  • Review
    campaign/project plans and ensure that adequate planning and execution
    mechanisms are in place for delivery, communication, stakeholder
    engagement, monitoring of impacts and calculating ROI (return on
    investment)

  • Direct the creation of
    loyalty -focused reporting and dashboards

  • Guide the development
    of predictive models for customer engagement and churn

  • Ensure data -driven
    decision making across all loyalty initiatives

 

Programme Management and
Innovation

  • Lead the design and implementation of new
    loyalty programs and features

  • Oversee the integration of loyalty programs
    with existing product offerings

  • Drive digital transformation initiatives
    within the loyalty space

  • Manage vendor relationships and technology
    partnerships

  • Ensure operational excellence in program
    delivery and execution


Partner and Stakeholder Management

  • Lead the integration of new Loyalty Programme
    across the WFS and Woolworths landscape to deliver the strategy and the
    required capabilities, as well as to initiate new engagement opportunities and
    strengthen existing synergies.

  • Establish relationships with key stakeholders
    to enable decisions regarding solutions that are practical and viable from a
    commercial perspective.

  • Build and maintain strong relationships with
    key stakeholders including Woolworths, ABSA, and other partners

  • Present loyalty program performance and
    strategies to executive leadership

  • Lead cross -functional teams to deliver
    integrated loyalty solutions

  • Manage relationships with external vendors
    and service providers

  • Collaborate with marketing, product, and
    technology teams


Team Leadership
  • Lead and develop a team of loyalty
    professionals, analysts, and program managers

  • Foster a culture of innovation and
    customer -centricity

  • Drive talent development and succession
    planning

  • Establish clear objectives and performance
    metrics for team members

  • Promote collaboration across departments and
    functions.


Financial Acumen
  • Understanding
    of financial levers and customer behaviors that enables a profitable Loyalty Programme.

  • Leverage
    financial acumen on business commercials and loyalty to make informed
    decisions, prioritize effectively, and align our loyalty strategy with the
    organization's financial goals.

  • Support
    identification of common metrics and KPIs used to measure Loyalty Program
    performance

 



Requirements

Key Competencies

Technical Skills:

  • Loyalty management
    expertise: Advanced understanding of loyalty program mechanics
    and best practices

  • Experience with personalised
    customer journeys & lean start -up / agile methodology

  • Strategic thinking.
  • Demonstrates a passion
    for & deep understanding of customer and technology.

  • Customer research and Insights
    driven.

  • Planning & organizing.
  • Data & Commercial
    analysis.

  • Understanding of machine
    learning and predictive modeling concepts

  • Experience with CRM systems
    and marketing automation platforms

  • Strong communication &
    diplomacy.

  • Relevant degree/diploma.
  • 8 -10 years proven loyalty
    industry experience and /or product ownership experience.

     

Leadership
Competencies:

  • Strategic thinking and business/commercial
    acumen

  • Strong analytical and problem -solving
    abilities

  • Excellence in stakeholder management and
    communication

  • Innovation and creative thinking
  • Team leadership and development
  • Commercial and financial acumen
     

Requirements

Experience

  • 8 -10 years of experience in loyalty program
    management, customer analytics, or related field

  • Minimum 5 years in a senior leadership role
  • Proven track record of developing and
    implementing successful loyalty strategies

  • Experience in financial services or retail
    industry

  • Strong background in customer analytics and
    data -driven decision making


Education

  • Master's degree preferred in Business
    Administration, Marketing, Analytics, or related field

  • Bachelor's degree required in Business,
    Marketing, Statistics, or related field

  • Equivalent experience in Loyalty capabilities 

 

 

 

 



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