Director, Loyalty

INSPIRE | EXHILARATE | DELIGHT

For over seven decades, Chalhoub Group has been a partner and creator of luxury experiences in the Middle East. In its pursuit to excel as a hybrid luxury retailer, the Group has curated a portfolio of over 10 owned brands and strengthened its distribution and marketing expertise for over 400 international names across luxury fashion, beauty, jewellery, watches, eyewear, and art de vivre categories.

Every step at Chalhoub Group is taken to build a future where luxury dreams become reality — bridging cultures and crafting memorable experiences for our consumers. Be it by constantly reinventing itself, committing to innovation, or embracing new technologies, the Group is shaping the future of luxury retail. It delivers seamless omnichannel experiences across more than 950 stores, online platforms, and mobile apps.

Driving this innovation journey is The Greenhouse — the Group’s innovation hub, incubator, and accelerator for startups and emerging businesses, regionally and globally.

Chalhoub Group fosters a people‑at‑heart culture rooted in diversity, equity, and inclusion, and a workplace catalysed by forward thinking and future‑proofing. Today, it brings together over 16,000 talented professionals across eight countries in the Middle East, with a presence in LATAM. Their collective efforts have earned the Group the Great Place to Work® certification in several markets.

Sustainability is at the core of the Group’s strategy, guided by a clear commitment to people, partners, and the planet. Chalhoub Group is proud to be a member of the United Nations Global Compact, a signatory of the Women’s Empowerment Principles, and to have pledged to reach Net Zero by 2040.

MUSE is the luxury loyalty and engagement programme of Chalhoub Group, the leading luxury retail operator in the Middle East. Present in five markets (UAE, KSA, Kuwait, Qatar, and Bahrain), MUSE connects over 50 companies and 700+ premium and luxury brands across fashion, beauty, and lifestyle.

The programme enables members to earn and redeem points seamlessly across Chalhoub’s retail ecosystem and partners, unlocking exclusive experiences, personalised rewards, and elevated services that embody the world of luxury and aspiration in the region. Every initiative must protect the premium perception of the brand ecosystem while delivering measurable commercial value.

The Loyalty Director will be responsible for defining and executing the Customer Value Proposition (CVP) of MUSE while leading and directly managing the Marketing, CRM, and CVP teams.

This role demands a strategic yet highly results‑oriented mindset, ensuring that every campaign, CVP enhancement, and partnership delivers clear ROI—whether through direct sales uplift or engagement that drives revenue.

The Director will ensure all member‑facing initiatives are luxury‑led, commercially robust, and aligned with Chalhoub Group’s brand standards, while fostering a culture of accountability and performance across the three reporting teams.

• Define and own the CVP strategy, ensuring it remains aspirational, exclusive, and financially sustainable.
• Lead and coordinate the Marketing, CRM, and CVP teams, setting clear priorities, KPIs, and delivery plans.
• Translate loyalty strategy into measurable programmes and campaigns focused on acquisition, retention, frequency, and spend uplift.
• Manage teams with strict ROI discipline—every investment must have a clear commercial hypothesis and measurable return.
• Foster a high‑performance, cross‑functional culture with accountability for delivery and outcomes.

• Oversee loyalty marketing strategy: app, campaign planning, creative briefing, channel mix, media ROI, and in‑app activations.
• Own CRM strategy: lifecycle orchestration, segmentation, personalization, triggered communications, and loyalty lifecycle optimisation.
• Ensure marketing and CRM activity is fully integrated with CVP mechanics to drive earn & burn behaviour and conversion to sales.
• Set rigorous measurement frameworks for all campaigns (A/B testing, incrementality, attribution) and iterate based on…