Senior CVM & Commercial Manager

Al Tayer Group
Dubai
Workplace: OnsiteFull timeFunction: Solutions Engineering & Sales EngineeringEducation: bachelorsSkills: ["Analytical thinking","Communication","Stakeholder management","Negotiation","People management"]

Build and lead a Customer Value Management (CVM) practice from scratch for a luxury retail loyalty program. Own the CVM strategy and CVM playbook, including segmentation, journey design, personalized campaigns, and KPI measurement. Manage CPP/VPP and loyalty currency commercial models, forecast breakage, and enable partner commercial agreements. Partner with Insights & Analytics, Marketing, CRM/Digital, IT, and Store Operations to optimize retention, churn reduction, and lifetime value through automation and rigorous testing.

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Al Tayer Group
Al Tayer Group
2 days ago

Senior CVM & Commercial Manager

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Job Summary

Build and lead a Customer Value Management (CVM) practice from scratch for a luxury retail loyalty program. Own the CVM strategy and CVM playbook, including segmentation, journey design, personalized campaigns, and KPI measurement. Manage CPP/VPP and loyalty currency commercial models, forecast breakage, and enable partner commercial agreements. Partner with Insights & Analytics, Marketing, CRM/Digital, IT, and Store Operations to optimize retention, churn reduction, and lifetime value through automation and rigorous testing.
Location: Dubai
Workplace: Onsite
Employment Type: Full time
Job Function: Solutions Engineering & Sales Engineering
Seniority: Sr. Manager level

Key Responsibilities

  • •Lead establishment of the CVM practice, defining governance, processes, tools, and cross-functional collaboration frameworks.
  • •Own the overall CVM strategy and create/maintain a CVM playbook (segmentation methodologies, campaign playbooks, journey blueprints, best practices).
  • •Manage loyalty commercial models including CPP/VPP, scenario planning, and partner funding and promotions; balance member value and profitability.
  • •Define customer value segments and value-maximization strategies to improve retention, reactivation, upselling/cross-selling, and churn management.
  • •Establish KPIs and dashboards, run rigorous testing (A/B, control groups, multivariate experiments), and drive continuous optimization; lead campaign and journey automation in the CRM/loyalty platform.

Key Requirements

  • •12+ years’ progressive experience in CVM, CRM, Loyalty Marketing, or Customer Analytics, including 3–5 years in a senior role.
  • •Proven track record building CVM practices or loyalty programs from inception.
  • •Strong commercial acumen with success driving revenue growth via segmentation and personalized customer strategies.
  • •Hands-on expertise with CRM/loyalty platforms (e.g., Salesforce, Adobe Experience Cloud, Braze) and marketing automation tools.
  • •Bachelor’s degree in Marketing, Business, Statistics, or related field; MBA or advanced degree preferred.
Experience:Luxury retailFashionHigh-end hospitalityAirlineBankingTelecomFintechLoyaltyCards and payments
Education:Bachelor's in Marketing, Business, Statistics (or related field)
Skills:Analytical thinkingCommunicationStakeholder managementNegotiationPeople management
Languages:EnglishArabic
Tech Stack:SalesforceAdobe Experience CloudBrazeCRMLoyalty platformMarketing automation toolsCustomer data platformsLoyalty Management SystemLoyalty Program mobile appEmailSMSApp push

Company Brief

Al Tayer Group
Privately held UAE conglomerate founded in 1979 operating across automotive, luxury & lifestyle retail, real estate and ventures. Al Tayer Group represents global brands, runs retail and e‑commerce operations, and has diversified investments across the Middle East.
Industry: Conglomerates & Holding Companies
Company Size: Large (251 to 1,000 employees)
Growth: Established Company
Funding: Bootstrapped
Headquarters: Dubai, United Arab Emirates
Founded: 1979
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