Head of Loyalty

Job Description 

At our company, we hold an uncompromising stance against mediocrity, committing ourselves to work that delivers audacious impact and is fueled by a pioneering spirit of continuous progress and innovation. This ambition is supported by leadership grounded in courage and clarity—ensuring alignment, accountability, and purpose in everything we do. Integrity shapes how we hire, recognize, and develop talent, with a focus on potential, ambition, and long term growth. Together, we operate with collective strength, prioritizing meaningful results over unnecessary rituals and navigating challenges with unity and resolve. Above all, we remain steadfast and resilient, never losing sight of our commitments and continuously pushing forward through complexity with determination and purpose to create a better life for all.

The Head of Loyalty will own the end-to-end strategy, design, and execution of the company's customer loyalty and retention program. This role is responsible for driving customer lifetime value, reducing churn, and strengthening brand affinity through data-driven loyalty initiatives, partnerships, and personalized rewards across prepaid and postpaid segments

In Bangladesh's highly competitive telecom market, the Head of Loyalty will play a critical role in strengthening customer relationships, increasing usage of digital services, and delivering differentiated customer experiences through innovative loyalty propositions and ecosystem partnerships.

Strategy & Planning

• Design and own the loyalty program vision, strategy, and roadmap aligned with overall commercial objectives

• Define segmentation and tiering models to personalize loyalty benefits

• Set and track KPIs including churn reduction, ARPU uplift, redemption rates, and program ROI

Program Management

• Lead design and continuous improvement of the loyalty platform (tiers, rewards, gamification, etc)

• Ensure loyalty offerings are relevant, compelling, and commercially sustainable. 

• Lead end-to-end campaign management, including concept development, customer targeting, execution, performance analysis, and optimization.

• Identify emerging customer needs, market trends, and competitive loyalty practices to continuously enhance the loyalty portfolio, introduce new customer benefits, and improve program effectiveness.

• Build and manage strategic partnerships with leading brands, merchants, financial institutions, insurance providers, and service partners to expand the loyalty ecosystem and deliver compelling customer rewards.

• Oversee agency, vendor, and partnership management processes including commercial negotiations, service delivery, contract governance, compliance adherence, and campaign execution excellence.

• Lead digital-first loyalty initiatives across mobile apps, self-care platforms, websites, and digital channels.

• Manage the loyalty tech stack, working with IT/digital teams on app integration, CRM, and loyalty engine vendors

Partnerships & Ecosystem

• Build and manage a partner ecosystem (Health, Retail, F&B, Entertainment, fintech, e-commerce) to enrich the loyalty value proposition

• Drive customer awareness and engagement through integrated ATL, BTL, digital, retail, and partner communication strategies, ensuring strong visibility, participation, and adoption of loyalty and partnership programs.

• Negotiate commercial terms with partners to ensure cost-effective, high-value offers

• Ensure partnership offerings are relevant, compelling, and commercially sustainable. 

Data & Personalization

• Leverage customer data analytics to drive personalized offers, driving engagement

• Collaborate with data science/BI teams to build customer 360 views and segmentation for targeted loyalty communication

• Monitor program performance through dashboards and translate insights into optimization actions

• Drive customer engagement through gamification, personalization, and digital rewards.

Cross-functional Collaboration

• Collaborate closely with Commercial, CVM, Marketing, Digital, Technology, Analytics, Finance, Legal, Procurement, and Customer Experience teams to ensure seamless execution of loyalty initiatives and achievement of business objectives. 

• Partner with Finance to manage program budget, cost-per-redemption, and profitability

• Coordinate with regulatory/compliance teams to ensure adherence to BTRC guidelines and data privacy norms

Team Leadership

• Build, mentor, and manage a loyalty team covering program design, partnerships, and analytics

• Set performance goals and foster a culture of innovation and customer-centricity

• Lead, develop, and inspire a high-performing team by fostering a culture of innovation, customer centricity, accountability, and continuous improvement while building strong succession pipelines and future leadership capabilities.

Academic Qualification

• Business/Science graduate/MBA

Job Experience Required

• Minimum 8-10 years of relevant experience

Required Capabilities

• Strong analytical skills; comfortable with customer data, segmentation, and program ROI analysis

• Strategic thinking combined with hands-on execution capability

• Excellent negotiation and partner management skills

• In depth understanding of Telecom industry and its customer behavior

• Comprehensive knowledge on Customers’ loyalty and retention of Telco customers 

• Sound understanding of Partnership programs 

• Knowledge of telecommunication technology and new developments

• Strong negotiation skills 

• Strong prioritization, organizational and people management skills 

• Ability to think strategically in order to align short-term moves with long-term objectives 

• In-depth understanding of what drives customer value and life cycle

• Demonstration of creativity in developing innovative propositions for differentiation

• Proficiency in designing marketing campaigns aimed at retention and value preservation

• Strong communication and presentation skills

• Superior stakeholder management skills with focus on leadership and team management skills

• Ability to be one step ahead of the numbers, great forecasting ability enabling proactive prompts to stakeholders to drive business KPIs

• Experience in liaising with agencies and other external vendors to develop customer contact strategies

• Knowledge of best practices in Telecom sector for churn management & market dynamics 

• Potential to stimulate a creative, customer-oriented and value-driven team to maximize opportunities for value creation