Head of Loyalty programs - Michelin Lifestyle (F/M)

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Within the Michelin Group, the Business Line Lifestyle is structured around several brands and is undergoing some major evolutions. The recent period of restructuring combined with the expansion of its international footprint has resulted in a significant improvement in its economic performance.
 
While building on its B2B foundations, today's growth strategy also aims to leverage our distinctive assets and focus on B2C, ensuring it is on the right track to drive brand preference and customer engagement.
To this end, we are recruiting a Head of Michelin Lifestyle Loyalty Programs.
 

Reporting to the Chief Marketing Officer of the Business Line Lifestyle and for all brands within the business line, you will be responsible for defining, developing and implementing customer loyalty programs that drive conversion, retention and brand advocacy.

This role involves analyzing customer data, optimizing current loyalty initiatives, creating new ones and collaborating with cross-functional teams to ensure seamless program execution, contributing to customer satisfaction and overall business growth.

Main expected activities 
•    Define and steer the implementation of efficient loyalty strategies that resonate with B2C and B2B customers, drive engagement and support the department business objectives
•    Analyze data to understand customer behavior, identify opportunities for personalized interactions and creation of targeted rewards to enhance customer engagement and optimize loyalty programs
•    Evaluate the financial feasibility of the loyalty program(s) (implementation and maintenance costs, expected benefits)
•    Simulate different scenarios and understand how changes in the loyalty programs’ structure and incentives may impact the business line’s financial performance
•    Explore funding options for the loyalty programs, such as leveraging partnerships, co-marketing agreements
•    Collaborate with multiple stakeholders within the Business Line to ensure seamless execution of the loyalty programs
•    Oversee the day-to-day management of loyalty programs ensuring operational efficiency and effective use of technology to provide a seamless customer experience
•    Ensure that loyalty initiatives are integrated into all customer touchpoints
•    Manage, lead and mentor an international team responsible for loyalty initiatives providing training, setting goals
•    Supervise the training of staff on loyalty programs details
•    Track and report on programs performance, adjusting strategies to maximize results
•    Continuously innovate and refine loyalty offerings based on customer feedback and industry trends
•    Develop a budget for the loyalty program(s), allocating resources for marketing campaigns, rewards, technology infrastructure, and ongoing program maintenance.
•    Ensure that the loyalty program complies with financial regulations and industry standards
•    Revenue Forecasting

Education and experience requirements

•    Bachelor’s degree in Business, Marketing or a related field (Master’s preferred)
•    Minimum of 8 years of experience in Loyalty or Customer Relationship Management with at least 3 years in leadership
•    Strong analytical skills: proficiency in analyzing customer data and loyalty programs performance
•    Demonstrated proficiency in the application of commercial and financial acumen, informed by data-driven optimisation strategies
•    A track record in successfully establishing a loyalty program
•    Strategic thinking: ability to develop and execute long-term loyalty strategies that align with the department business goals
•    Communication: strong oral and written communication skills, with the ability to engage stakeholders at all levels of the organization and drive customer-centric initiatives
•     Leadership skills: proven experience in leading cross-functional teams, managing staff
•    Customer-centric with a focus on enhance long-term relationships
•    Proven experience in leading successfully in a Matrix organization
•    Flexibility to handle the role’s additional duties, if any
•    Proficiency in Microsoft Office Suite and project management tools

Recruitment process
If your CV is accepted, you can join us after 2 phases:
    An initial distance interview. 
    A full day of recruitment, so that you can fully express your personality and skills.
You will then receive detailed feedback within a few days.

Salary and benefits 
- Fixed salary from €80,000 depending on profile and experience.
- Variable remuneration, profit-sharing, company savings plan, employee share ownership plan, health insurance

Location: Boulogne-Billancourt.
 

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