1. Job Purpose:
Execute and operationalise Air India Express's loyalty program strategy, product initiatives, and marketing communications across the full member lifecycle. Own the day-to-day program operations - from member communications and campaign activation across digital and social channels, to UAT of offers and product changes on the website, app, support channels and PSS (Navitaire). Support the governance, compliance, and experience pillars of the participating loyalty programs, and help drive personalisation at scale, including the product and program roadmap and AI-integration projects. Liaise with CX, Revenue Management, Ancillary, Information Technology, eCommerce and external MarTech partners to enhance the Customer Lifetime Value, reduce churn, drive activation, keep the proposition competitive, the experience frictionless, and the base engaged.
2. Key Accountabilities:
1. Customer Lifecycle Management & Program Operations
- Execute end-to-end customer lifecycle management across activation, engagement, retention, and reactivation leveraging the loyalty program base and product architecture and platforms - translating the annual lifecycle plan into time-bound, channel-specific interventions.
- Design and operationalise member journey touchpoints and lifecycle triggers in collaboration with the marketing and eCommerce teams; track KPIs including activation rate, engagement frequency, churn rate, and reactivation rate.
- Develop and strengthen predictive analysis for member profile churn, rebooking, ancillary uptake, and recommended next best action for cohorts and individuals.
- Monitor and report program health metrics regularly and surface insights to inform engagement strategy
- Support governance frameworks covering program policies, member-facing terms and conditions, and partner agreements to ensure compliance and consistency.
2. Program Communications — Multi-Channel Execution
- Own end-to-end execution of the annual communications plan and weekly marketing calendar, tailoring comms for each target segment and user cohort.
- Plan, build, and deploy member communications across all channels:
- WhatsApp — transactional alerts, promotional offers, upselling and cross-selling, and lifecycle nudges
- eDM (email) — lifecycle triggers, campaign newsletters, offer creatives, tier and voucher nudges, and reactivation flows
- APN (Apple Push Notifications) — app-based engagement nudges and real-time offer pushes
- Organic & Paid Social — targeted promotions and launches across Meta, X (Twitter), and LinkedIn, with platform-specific audience builds, creative briefs, and campaign objectives.
- Coordinate creative briefs, content calendars, and multi-stakeholder approval workflows to ensure on-time, on-brand delivery.
- Monitor communication performance (open rates, CTR, conversion, unsubscribes) and iterate based on data; present channel performance as part of regular program reviews.
- Manage audience segmentation logic in collaboration to ensure targeting precision, personalisation, and compliance with data privacy regulations (including DPDP Act).
3. UAT — Offers, Website, App & Navitaire
- Lead and coordinate User Acceptance Testing (UAT) for all member-facing product and offer changes, including:
- New promotions, earn/burn rule changes, and tier benefit updates on the website and app
- Navitaire configuration changes affecting booking flows, ancillary bundling, member pricing, and redemption
- Product launches, UI/UX updates, and loyalty feature rollouts across digital touchpoints
- Define UAT test cases, scenarios, and acceptance criteria in collaboration with Technology, eCommerce, and Product teams.
- Identify, document, and track defects through to resolution; own sign-off before any member-facing deployment to prevent experience gaps.
- Maintain a UAT calendar aligned to the campaign and product launch roadmap; proactively flag risks from tech dependencies or timeline slippage.
4. Loyalty Program Experience, Compliance & Fraud Prevention
- Support end-to-end member experience delivery across all lifecycle touchpoints — from enrolment and earning to redemption and service recovery.
- Assist in tracking and improving Digital, Journey & Support NPS / C-SAT through structured feedback loops; own follow-through on action items raised from NPS root-cause reviews.
- Work with CX to drive transactional and member service recovery communications for disruptions impacting the member base.
- Support compliance activities across fraud prevention, data privacy, and program governance.
- Help maintain program documentation, SOPs, and policy records as required for audits and governance reviews.
5. AI, Personalisation & Product Roadmap Support
- Support the Chief Manager in identifying and executing AI-driven use cases across marketing and program operations — including personalisation of offers, churn prediction triggers, and next-best-action communications.
- Coordinate cross-functional execution of AI/personalisation initiatives with Technology, eCommerce, and the Data Science team; track deployment milestones and outcomes.
- Assist in driving the product roadmap by documenting business requirements for member-facing feature builds, managing stakeholder communication across workstreams, and tracking delivery against plan.
- Monitor impact of AI and product initiatives on conversion, engagement, retention, and member revenue; report findings to the Chief Manager.
- Liaise with external AI/technology and MarTech vendors to coordinate implementation, testing, and ongoing optimisation.
6. Stakeholder Management
- Partner with CX to identify member pain points, drive NPS improvement initiatives, and close feedback loops through program and communication enhancements.
- Collaborate with Revenue Management and Ancillary teams to optimize member fares, upgrade offers, redemption inventory, and ancillary propositions.
- Coordinate with IT, eCommerce, and MarTech partners to deliver seamless member journeys, lifecycle communications, and campaign execution.
- Monitor member satisfaction metrics, competitive benchmarks, and proposition performance; recommend enhancements to maintain program competitiveness.
- Support partner onboarding, campaign delivery, and performance tracking for earn/burn partnerships and co-branded initiatives.
- Assist in proposition economics, program performance reporting, and partnership-driven acquisition and engagement initiatives.
*Any other additional responsibility could be assigned to the role holder from time to time as a standalone project or regular work. The same would be suitably represented in the Primary responsibilities and agreed between the incumbent, reporting officer and HR.
4. Skills Required for the Role
Strong program/campaign operations and project management
Multi-channel communications — eDM, WhatsApp, APN, and paid social (Meta, X, LinkedIn)
UAT execution — test case writing, defect tracking, and sign-off management
Understanding of loyalty program mechanics: earn, burn, tiers, accrual, redemption, liability
AI/personalisation literacy — ability to brief and coordinate AI-driven use cases
Fraud awareness and data privacy compliance (DPDP Act, GDPR basics)
Audience segmentation and targeting across social platforms
Cross-functional stakeholder management and structured communication
Customer-centric mindset with strong attention to member experience detail
High ownership mindset with bias for execution and follow-through
Minimum Education Requirement :
Bachelor's degree in Marketing, Economics, Psychology, Business Administration, Communications, or a related discipline MBA / PGDM from Tier 1 institute.
Experience :
2-4 years in marketing operations, CRM/loyalty programs, media / DM agency, digital marketing, or product execution roles.
