Vice President - Loyalty
Chalhoub Group · Dubai, UAE
INSPIRE | EXHILARATE | DELIGHT
For over seven decades, Chalhoub Group has been a partner and creator of luxury experiences in the Middle East. In its pursuit to excel as a hybrid luxury retailer, the Group has curated a portfolio of over 10 owned brands and strengthened its distribution and marketing expertise for over 400 international names across luxury fashion, beauty, jewellery, watches, eyewear, and art de vivre categories.
Every step at Chalhoub Group is taken to build a future where luxury dreams become reality — bridging cultures and crafting memorable experiences for our consumers. Be it by constantly reinventing itself, committing to innovation, or embracing new technologies, the Group is shaping the future of luxury retail. It delivers seamless omnichannel experiences across more than 950 stores, online platforms, and mobile apps. Driving this innovation journey is The Greenhouse — the Group’s innovation hub, incubator, and accelerator for startups and emerging businesses, regionally and globally.
Chalhoub Group fosters a people-at-heart culture rooted in diversity, equity, and inclusion, and a workplace catalysed by forward thinking and future-proofing. Today, it brings together over 16,000 talented professionals across eight countries in the Middle East, with a presence in LATAM.
Sustainability is at the core of the Group’s strategy, guided by a clear commitment to people, partners, and the planet. Chalhoub Group is proud to be a member of the United Nations Global Compact, a signatory of the Women’s Empowerment Principles, and to have pledged to reach Net Zero by 2040.
What you'll be doing
The VP – Loyalty is the single commercially accountable owner for Group Loyalty (MUSE) and its customer value proposition, with end-to-end responsibility for P&L, operational performance and delivery. Reporting to the Chief Omnichannel & AI Officer, the VP owns Loyalty’s operating strategy — translating the Group’s direction into prioritised operating plans, measurable commercial outcomes and effective execution.
This is a hands-on role: working directly with financial and member data, resolving delivery issues personally, and driving stakeholder and partner engagement — contributing evidence and commercial insight to strategy, rather than serving primarily as a strategy-setting position.
The VP sets Loyalty’s priorities and delivery outcomes across dedicated and shared teams; this does not change the organisational reporting lines of shared functions.
Commercial, Customer & Programme Performance
- Own the Group Loyalty P&L end-to-end — revenue, costs, profitability, points liability/breakage, CBCC and Gift Card unit economics, budgeting and forecasting.
- Lead the marketing and engagement agenda in line with agreed strategic objectives; own the programme’s customer and engagement KPIs across acquisition, activation, active members, retention, frequency, redemption and cross-brand engagement.
Hands-on Operational & Commercial Delivery
- Use programme performance data to drive commercial decisions and priorities across markets and workstreams; stay directly involved in partner negotiations and launch execution, with a disciplined cadence of clear actions, owners and follow-through.
Product Delivery
- Lead execution of the Group Loyalty product roadmap, including:
- LMS optimisation, improving reliability and member experience.
- CBCC launch execution and scale-up across live and approved upcoming markets, alongside other approved market expansion and partner initiatives.
- Gift Card commercialisation across B2B, B2C and e-commerce channels.
- Evolution of the MUSE member app, including SSO and Wallet integration.
- Delivery of Conversational Commerce and Retail Media initiatives within the agreed roadmap, working closely with the AI Lab and Central Marketing team.
- Own business requirements, prioritisation, launch readiness and post-launch performance, partnering with specialist teams on technical delivery and controls.
Customer Value Proposition & Member Experience
- Own the commercial evolution of the MUSE and Elite propositions — ensuring differentiation, financial sustainability and consistent delivery across channels and touchpoints; use customer insight and performance data, working with Marketing and CRM, to grow adoption and continuously optimise benefits and member journeys.
Governance & Shared-team Delivery
- Set Loyalty priorities, delivery outcomes and sequencing across dedicated and shared teams, holding workstream owners accountable for agreed milestones; maintain governance over delivery risks, dependencies and investment decisions, escalating with clear options and recommendations where needed.
Stakeholder & Partner Leadership
- Act as the senior Loyalty business owner for key internal and external stakeholders and partners, building alignment on shared goals and personally resolving issues that impede execution.
Team & Capability Leadership
- Lead and develop the existing Loyalty team, establishing clear responsibilities and a culture of ownership, analytical discipline and execution; manage clear ways of working with other Omnichannel teams — Product, Analytics and others — that Loyalty’s delivery depends on.
What you’ll need to succeed
- Significant senior leadership experience with demonstrable hands-on responsibility for a live, multi-market loyalty programme or comparably complex rewards business.
- Proven P&L ownership and delivery of measurable commercial results, with a strong working understanding of points liability, breakage, rewards costs and partner economics.
- Evidence of personally diagnosing and resolving operational and commercial problems, rather than solely sponsoring strategy or transformation.
- Strong analytical capability: able to interrogate member, cohort, campaign and financial data, challenge assumptions and translate findings into action.
- Practical experience managing loyalty operations, partner onboarding, launch execution and ongoing programme performance.
- Experience delivering complex initiatives across Product, Technology, Marketing, CRM, Analytics, Finance and Operations.
- Strong understanding of customer propositions, lifecycle management, personalisation, digital member experience and loyalty economics.
- Detailed, current understanding of acquisition, activation, engagement, redemption and retention performance across products and markets.
- Experience negotiating commercial partnerships and managing senior internal and external stakeholders.
- Demonstrated ability to set priorities and secure delivery in a matrix organisation, including through teams outside the direct reporting line.
- Strong people leadership, sound commercial judgement and the ability to move between executive discussions and detailed delivery work.
What we can offer you
With us, you will turn your aspirations into reality. We will help shape your journey through enriching experiences, learning and development opportunities and exposure to different assignments within your role or through internal mobility. Our Group offers diverse career paths for those who are extraordinary, every day.
We recognise the value that you bring, and we strive to provide a competitive benefits package which includes health care, child education contribution, remote and flexible working policies as well as exclusive employee discounts.
Using GenAI in Your Application Process
To support a fair and consistent experience for all candidates, we ask that assessments and interviews are completed independently and without assistance from generative AI tools. This ensures we understand your strengths, your thinking, and how you approach real situations.
We Invite All Applicants to Apply
It Takes Diversity Of Thought, Culture, Background, Differing Abilities and Perspectives to truly Inspire, Exhilarate and Delight our customers. At Chalhoub Group, we are committed to inclusion and diversity.