Head of Loyalty

Oman Air; Muscat; On-site; OMR 20,000 - 30,000; Full time

Benefits offered by this job

Competitive salary

Performance bonuses

Health benefits

Job summary

Oman Air is seeking a leader to transform its loyalty programme and manage customer engagement strategies. The ideal candidate will spearhead the redesign process, ensuring competitiveness by benchmarking against global programs. Key responsibilities include developing CRM strategies, managing partnerships, and leading a high-performing team to enhance customer experience.

Applicants should have extensive experience in loyalty management, strong financial acumen, and the ability to drive innovative solutions.

Qualifications

• 10-12 years experience in loyalty programme management and CRM within aviation.
• Proven track record of programme transformation.
• Strong financial acumen for P&L management.

Responsibilities

• Lead loyalty programme redesign and execution.
• Implement customer data strategy and CRM strategy.
• Oversee day-to-day CRM operations and analysis.

Skills

Leadership

Data analysis

CRM management

Partnership negotiation

Project management

Education

Bachelor’s degree in Marketing or related field

Master’s degree (added advantage)

Tools

CRM systems

Digital engagement platforms

Job description

Key Responsibilities

Loyalty Programme Transformation

• Lead the end-to-end redesign of the loyalty programme, including proposition development, benefit structure, tiering, rewards, and operational processes.
• Benchmark against leading global programmes to ensure competitiveness and differentiation.
• Oversee re-launch planning and execution, including branding, member communications, and migration strategies.
• Develop and implement the airline’s CRM strategy to support loyalty, retention, and revenue objectives.
• Build a robust customer data strategy for segmentation, targeting, and personalized marketing campaigns.
• Use predictive analytics to drive next best action recommendations and increase customer lifetime value.
• Oversee multi‑channel CRM campaigns (E‑Mail, SMS, app push notifications, web personalization) to engage customers throughout the lifecycle.

Digital Experience & Self‑Service

• Ensure the loyalty programme’s website and mobile app provide accurate programme information, offer full transactional capabilities (booking with points, purchasing miles, tier upgrades, etc.), and deliver frictionless self‑service for members.
• Collaborate with digital and IT teams to continuously improve UX/UI, speed, and personalization capabilities.
• Monitor and optimise digital engagement and self‑service adoption.

Member Experience & Engagement

• Design and implement personalised benefits and services that enhance loyalty and brand advocacy.
• Maintain a consistent, premium customer experience across all channels (digital, in‑flight, airport, call centre).

Partnerships & Commercial Development

• Identify, negotiate, and manage strategic partnerships (alliances, hotels, car rentals, lifestyle brands, financial institutions) to expand earning and redemption opportunities.
• Leverage partnerships to generate incremental revenue and enhance member value.

Operations, Technology & Compliance

• Oversee day‑to‑day loyalty and CRM operations, including data integrity, accrual/redemption processes, and customer service.
• Ensure compliance with data privacy laws, GDPR, and industry regulations.

Analytics & Performance Management

• Define KPIs for loyalty and CRM performance, measuring impact on acquisition, engagement, retention, and revenue.
• Report regularly to senior leadership with insights and strategic recommendations.
• Lead, develop, and inspire high‑performing loyalty and CRM teams.
• Foster cross‑functional collaboration with commercial, marketing, digital, and operational teams.
• Perform any other related tasks as assigned by – Brand, Guest Experience & Loyalty VP– Brand, Guest Experience & Loyalty.

Education & Experience

• Bachelor’s degree in marketing, Business Administration, Finance, or related field (master’s is an added advantage).
• 10‑12 years’ experience in loyalty programme management and CRM, ideally within aviation.
• Proven track record in programme transformation and delivering measurable commercial results.
• Strong financial acumen with the ability to manage P&L, evaluate ROI, and make commercially sound decisions.
• Expertise in CRM systems, customer data management, and digital engagement platforms.
• Strong understanding of airline commercial models, customer lifecycle management, and loyalty economics.
• Experience overseeing website and mobile app functionality for customer‑facing programmes.
• Exceptional leadership, project management, and change management skills.

Special Skills & Knowledge

• Strategic thinker with transformation leadership skills
• Data‑driven decision maker with strong analytical capabilities
• Solid commercial and financial understanding
• Deep understanding of customer behaviour and lifecycle management
• Skilled negotiator and relationship builder
• Digital‑first mindset with UX/UI awareness
• Ability to inspire and manage cross‑functional teams

KPIs / Measures of Success

• Successful delivery of loyalty programme transformation on time and within budget
• Growth in active members and CRM database size
• Engagement rates across loyalty and CRM channels
• Incremental revenue from loyalty and CRM initiatives
• Customer satisfaction, NPS, and brand loyalty metrics
• Digital self‑service adoption and transactional volumes