Loyalty - Product & Commercial Manager

Owns the day-to-day management of the Arajet Loyalty program, including the product and proposition, commercial performance, platform business requirements and the performance agenda. Coordinates delivery across Arajet and supports the VP Loyalty & Ancillaries on the development of the customer value proposition, program economics and strategic commercial and partner decisions. This is the senior day-to-day operating role in the Loyalty team.

Key accountabilities

Day-to-day Loyalty leadership

• Support the VP Loyalty & Ancillaries in running the Loyalty business day to day
• Coordinate priorities across the Loyalty team and the Arajet functions that deliver Loyalty work
• Maintain the overall Loyalty roadmap and keep the functional workstreams aligned
• Identify the decisions required from the VP and prepare them for decision
• Coordinate delivery against launch and post-launch priorities

Customer value proposition and program design

• Own the detailed development and ongoing evolution of the Loyalty customer value proposition under the VP
• Manage earn, redemption, status and tier, and benefit requirements
• Maintain program rules and program policy
• Assess the member and commercial impact of proposition changes
• Support member research and proposition testing
• Coordinate proposition requirements with Marketing, Digital, Revenue Management, Finance and Customer Experience

Product ownership

• Act as business owner of the Loyalty Management System
• Own the program backlog and define functional requirements
• Prioritise releases and changes, and prioritise defects
• Own user acceptance testing and business acceptance
• Coordinate platform requirements with Arajet Technology
• Manage the business relationship with the Loyalty Management System vendor

Commercial and program economics

• Support the Loyalty P&L and analyse program economics
• Provide inputs on Puntos / Points economics, redemption, breakage and member value
• Prepare and defend business cases for program and partner initiatives
• Work with Finance and Revenue Management on commercial impact
• Track program commercial performance, and support budgeting and forecasting

Performance and insight

• Own the Loyalty KPI framework and its definitions
• Oversee member analytics and segmentation requirements
• Analyse earn and redemption behaviour, and campaign performance
• Analyse partner and card performance with the Co-brand & Partnerships Specialist
• Coordinate analytical work with the BI / Data function
• Prepare executive and management reporting

Partnerships

• Contribute to significant strategic partner discussions
• Support partner business cases and partner proposition design
• Participate where a partner arrangement materially affects the customer value proposition, program economics, the product or the platform
• Help assess the commercial value and member proposition of potential partners
• Support the VP on major strategic partnership decisions

Scope and working style

• The senior day-to-day operating role below the VP Loyalty & Ancillaries.
• Executive accountability stays with the VP Loyalty & Ancillaries: overall strategy, the Loyalty P&L, executive decisions, senior bank and issuer relationships, the highest-value strategic partnerships and board engagement.
• Business owner of the loyalty platform. System administration and configuration sit with the platform provider, and later with Arajet Technology.
• Formal line management of the Loyalty resources embedded in Marketing, Customer Experience, Digital, Technology and BI / Data stays with the relevant Arajet functional head. This role coordinates Loyalty priorities and requirements across them.
• The Co-brand & Partnerships Specialist is a peer, reporting to the same VP. There is no reporting line between the two roles.

Key interfaces

• VP Loyalty & Ancillaries
• Co-brand & Partnerships Specialist and Loyalty Program Analyst
• Loyalty Marketing Manager, and the Head of Marketing
• Digital Loyalty Product / UI-UX Manager, and Arajet Digital leadership
• Chief Technology Officer and Arajet Technology
• Head of BI / Data on the data platform and the analytical agenda
• Head of Customer Experience on servicing and member impact
• Chief Financial Officer and Finance on economics, accrual and settlement
• Head of Revenue Management on Puntos / Points pricing and availability
• External: the Loyalty Management System vendor

Experience and qualifications

• Loyalty program management, with product, proposition or an equivalent business-side ownership role
• Commercial or product management: program economics, business cases, pricing and performance
• Understanding of loyalty economics, including accrual, redemption, breakage and member value
• Product ownership practice: backlog, requirements, acceptance criteria, release and defect management
• CRM or member analytics, with the ability to work with data directly
• Experience of partner propositions, and credibility in partner and issuer discussions
• Airline, travel or an adjacent consumer business is an advantage
• Degree in business, engineering, economics, marketing or a related discipline, or equivalent practical experience
• Strong written and spoken Spanish and English