General Manager – Marketing (Loyalty & Customer Lifecycle Management)

Role Overview

The General Manager – Loyalty \& Customer Lifecycle Management is a leadership role responsible for defining and owning the enterprise-wide loyalty vision and strategy. The role drives customer retention, engagement, and lifetime value growth through differentiated loyalty programs, while ensuring strong integration across the customer lifecycle. This leader will act as the

custodian of customer value

, translating customer insights into scalable programs that deliver sustainable commercial impact.

Key Responsibilities

Enterprise Loyalty Strategy \& Business Ownership

• Define and lead the

long-term loyalty vision and roadmap

, aligned with corporate growth, brand, and profitability objectives.

• Own the

end-to-end loyalty portfolio

, including program design, benefits architecture, tiering, rewards, partnerships, and evolution of value propositions.

• Drive loyalty as a

strategic revenue and margin lever

, with clear accountability for retention uplift, frequency growth, and Customer Lifetime Value (CLV).

• Establish governance models, success metrics, and performance management frameworks for loyalty initiatives.
• Lead strategic partnerships and alliances that enhance the loyalty ecosystem and customer value proposition.
• Act as the internal thought leader on loyalty, customer engagement, and retention economics.

Customer Lifecycle management

• Provide strategic oversight of

customer lifecycle management.

• Champion customer-centric design by leveraging data, insights, and behavioral analytics to enhance end-to-end customer experiences.
• Guide personalization and omni-channel engagement strategies in collaboration with CRM, Digital, and Marketing Automation teams.
• Ensure consistency and coherence of customer communications across lifecycle touchpoints.

Commercial, Analytics \& Technology Enablement

• Own loyalty and CLM business cases, budgets, and ROI measurement to ensure sustained commercial impact.
• Use advanced analytics and insights to guide decision-making, experimentation, and continuous optimization.
• Provide strategic direction on loyalty and CRM technology platforms, data integration, and capability development in partnership with Technology teams.

Qualifications \& Experience

• MBA in Marketing from a premier institute
• 15\+ years of experience in

Loyalty, Customer Strategy, CRM, or Customer Engagement

, including leadership roles.

• Proven track record of building and scaling enterprise-level loyalty programs with measurable financial impact.
• Strong strategic, commercial, and analytical acumen, with experience influencing executive leadership.
• Experience working across complex, matrixed organizations in B2C, D2C, Retail, BFSI, Travel, Telecom, or E-commerce environments.