Business Development (Loyalty Program & Customer Value Management)

Key Responsibilities

1. Commercial & Business Development – Loyalty Program

• Translate the loyalty strategy into commercial initiatives, partner propositions, and business models for super app and ecosystem partnerships.

• Identify and develop new growth opportunities across partner-funded earn, point redemption, point exchange, merchant offers, paid campaigns, sponsored placements, commission income, and loyalty platform services.

• Develop commercial proposals, financial models, and business cases covering revenue potential, program costs, customer value, operational requirements, risks, and expected returns.

• Evaluate partnership opportunities based on commercial value, customer relevance, strategic fit, and long-term growth potential.

2. Partner Portfolio Development & Management

• Research, identify, and prioritize potential partners across retail, food & beverage, travel, mobility, financial services, entertainment, health & wellness, and other relevant industries.

• Develop partner propositions and partnership models that create value for customers, partners, and the company.

• Monitor partner performance and identify opportunities for portfolio optimization and revenue growth.

3. Customer Segmentation & Portfolio Management

• Develop customer segmentation frameworks and portfolio priorities based on customer value, needs, behaviors, relationship tenure, churn risk, and growth potential.

• Identify opportunities to grow, retain, and deepen relationships across segments, including High Value, Long Tenure, and Growth Potential customers.

• Establish segment assignment rules, migration criteria, and review cycles to ensure consistent application across relevant channels.

• Manage the overall customer segment portfolio by balancing customer value, growth potential, retention needs, and cost-to-serve.

4. Customer Value & Profitability Management

• Identify and drive customer value uplift opportunities through usage growth, upsell, cross-sell, multi-product penetration, and relationship deepening.
• Develop differentiated treatment strategies for customer segments based on customer value, lifecycle stage, and business potential.
• Design appropriate approaches for long-tenure and lower-ARPU customers to recognize relationship value while maintaining proportionate customer investment.
• Assess segment economics, profitability, and return on customer investment to support strategic prioritization and resource allocation.

5. Customer Proposition & Solution Development

• Develop customer-led propositions and solutions based on customer segment needs, from idea generation and business design through implementation.
• Translate customer and commercial insights into differentiated propositions, offers, experiences, and loyalty solutions.
• Design customer lifecycle and journey strategies covering onboarding, engagement, retention, and win-back.
• Structure and drive end-to-end segment-based initiatives covering customer experience, communication, operations, and process improvement.

6. Performance Management & Optimization

• Monitor the performance of loyalty partnerships, customer segments, propositions, and commercial initiatives against agreed business objectives.

• Work with Analytics and relevant teams to establish control groups or appropriate evaluation methodologies to measure incremental business and customer impact.

Qualifications

• Bachelor's or Master's degree in Business Administration, Economics, Finance, Data Analytics, or a related field.
• 3 – 7 years of experience in Business Development, Loyalty, Customer Value Management, Customer Strategy, Commercial Management, Partnership Management, or related fields.
• Experience in telecommunications, digital platforms, financial services, retail, loyalty programs, or ecosystem businesses is preferred.
• Strong commercial and financial acumen with the ability to develop business cases and evaluate investment returns.
• Strong understanding of customer segmentation, customer lifecycle management, and value-based customer strategies.
• Experience in partnership development, commercial negotiation, and ecosystem management.
• Strong analytical, problem-solving, communication, presentation, and stakeholder management skills.
• Able to manage multiple initiatives and work effectively in a fast-paced, cross-functional environment.