Croma - Senior Manager - Loyalty

Role Overview:

The Senior Manager Loyalty will be responsible for shaping and executing the organizations loyalty strategy. This role focuses on designing and managing loyalty programs that drive customer retention, engagement, and lifetime value. The position requires strong strategic thinking, commercial acumen, and hands-on program management to deliver measurable impact.

Key Responsibilities:

Loyalty Strategy & Program Ownership:

- Support the development and execution of the loyalty vision and roadmap aligned with brand and business objectives.

- Manage the loyalty portfolio, including program design, benefits, tiering, rewards, and partnerships.

- Drive measurable improvements in retention, frequency, and Customer Lifetime Value (CLV).

- Monitor program performance, establish KPIs, and ensure governance and compliance.

- Collaborate with cross-functional teams to integrate loyalty into marketing, digital, and customer engagement initiatives.

Partnerships & Ecosystem Development:

- Identify and manage strategic partnerships that enhance the loyalty value proposition.

- Negotiate and oversee partner benefits to strengthen customer engagement.

Commercial & Analytics Enablement:

- Build business cases and track ROI for loyalty initiatives.

- Use customer insights and analytics to optimize program design and performance.

- Support technology enablement for loyalty platforms and data integration in collaboration with Technology teams.

Qualifications & Experience:

- MBA in Marketing or equivalent from a recognized institute.

- 8+ years of experience in Loyalty, CRM and Customer Engagement, with at least 3-4 years in a leadership or program management role.

- Proven track record of designing and managing loyalty programs with measurable business outcomes.

- Strong analytical, commercial, and stakeholder management skills.

- Experience in B2C, D2C, Retail, BFSI, Travel, Telecom, or E-commerce environments preferred.