Loyalty & Rewards Growth Lead

The Loyalty & Rewards Growth Lead will be responsible for building and scaling GoTyme Bank South Africa’s loyalty and rewards proposition into a data-driven growth engine for customer engagement, retention, and profitability.

This role is designed for a highly analytical, commercially curious leader who will initially focus on customer insights, programme optimisation, and performance analytics. Over time, the role may expand into broader commercial accountability, including ownership of the Rewards profit and loss statement.

The successful candidate will combine strong data and AI capability with a passion for consumer behaviour, experimentation, and measurable growth impact.

Experience and Skills Required:

• 5–8+ years’ experience in analytics, growth, loyalty, retail banking, fintech, e-commerce, or consumer businesses.
• Proven track record of using data to drive measurable commercial growth outcomes.
• Experience in customer lifecycle management, engagement, retention, or rewards programmes advantageous.
• Exposure to commercial performance metrics (ROI, margin, CAC, LTV).
• Strong hands-on capability using Databricks and experience with experimentation frameworks (A/B testing, uplift modelling).
• Strong understanding of cohort analysis, behavioural segmentation, and lifetime value modelling.
• Experience applying AI/ML techniques to customer lifecycle management, personalisation, targeting, or optimisation problems.
• Strong commercial curiosity and desire to understand revenue and margin mechanics.
• Ability to translate analytical insights into commercial decisions.

Responsibilities:

1. Rewards Performance & Growth Analytics

• Own performance tracking of the loyalty and rewards programme across acquisition, activation, engagement, and retention.
• Build dashboards and analytical frameworks to measure ROI and behavioural impact.
• Develop cohort and LTV analyses to understand programme value creation.
• Quantify uplift from rewards initiatives (interchange growth, deposit growth, transaction frequency).

2. Experimentation & Optimisation

• Design and run structured experiments to optimise:
• Earn and burn mechanics
• Incentive structures
• Gamification features
• Personalised offers
• Cross-sell opportunities (with GoTyme Bank and across coalition partners)
• Implement A/B testing frameworks and statistically sound measurement.
• Continuously refine programme economics based on data.

3. AI-Driven Personalisation

• Develop and refine segmentation and targeting models.
• Use machine learning techniques to optimise customer engagement and reward allocation.
• Collaborate with CLM team to drive personalisation and engagement initiatives in support of Booost programme objectives.

4. Commercial Evolution (Growth Path)

• Support financial modelling of the rewards programme, including cost modelling and ROI tracking.
• Work with Finance and Product Proposition Owners to understand rewards liability, breakage, and cost structures.
• Gradually take ownership of commercial performance and ultimately the Rewards P&L.

5. Cross-Functional Execution

• Partner with Product and Engineering to prioritise features that maximise behavioural impact.
• Collaborate with Marketing to execute targeted and data-driven campaigns.
• Present insights and recommendations to senior leadership.
• Collaborate with Booost leadership to refine customer propositions, facilitate cross-partner opportunities, and improve overall programme execution.

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