Relocation Note: This is an onsite role based out of Al Nahda, Sharjah in UAE.
Role Purpose:
The CDP & Personalization Manager is responsible for driving measurable revenue, frequency, and lifetime value growth through data-driven personalization at scale across owned digital assets – mobile apps, web, and kiosks. This role owns the end-to-end CDP, personalization engine —from data strategy and insights to experimentation, scaling, and governance—while partnering closely with Brand Marketing, Product, CRM, and Technology teams. The mandate is to move personalization from campaigns to an always-on, revenue-generating growth system.
Scope Management:
Across all markets we operate in (MENA), covering owned digital touchpoints – mobile apps, web, and kiosks – with a mandate to deliver incremental revenue uplift, increase conversion and repeat frequency, and establish a repeatable experimentation-to-scale framework
Key Responsibilities:
- Define the CDP & personalization vision and roadmap aligned to business goals (revenue, retention, margin, CX); own CDP strategy including identity resolution, customer attributes, events, segmentation, and data quality
- Establish always-on vs campaign-led personalization frameworks for QSR use cases (offers, bundles, recommendations, upsell)
- Lead advanced analytics to identify key revenue drivers, high-value and at-risk customer segments, and translate insights into clear, testable personalization hypotheses
- Own the A/B and multivariate testing program across digital properties; define experimentation standards, hypothesis formulation, test design, and ensure rapid test-learn-iterate cycles with clear stop/start/scale decisions
- Design and operationalize targeting rules, frequency caps, offer prioritization logic, suppression and exclusion logic; build modular, reusable rule frameworks
- Establish and run the Personalization Governance Model including intake and prioritization of requests, backlog management, clear RACI with Brand, Product, CRM, and Tech teams
- Partner closely with Brand Marketing, Product/App Teams, CRM/Retention Teams, and Technology & MarTech Teams; upskill brands and regional teams on data-led personalization thinking
- Build and lead a high-performance COE team across personalization strategists, analytics & data science, experimentation & optimization, and MarTech operations; define capability roadmap for real-time personalization and AI-driven recommendations
Qualification and Experience:
Education:
- Qualification – B. Tech / MBA from Tier-I institutes; background in Digital, Marketing, Data Science, or Business preferred
Experience (Must-Have):
- 10+ years in digital, CRM, personalization, or growth roles
- Proven experience driving measurable revenue impact through personalization
- Deep understanding of CDPs, experimentation frameworks, and app/web personalization
- Experience operating at scale (large consumer base, high transaction volume)
- Strong stakeholder management with brand, product, and tech leaders
Experience (Strongly Preferred – QSR-Specific):
- Experience in QSR, retail, ecommerce, or high-frequency consumer businesses
- Understanding of offer fatigue, price sensitivity, day-parting, and store-level constraints
- Familiarity with platforms like Sitecore, Adobe, Salesforce, Braze, Amplitude, GA, etc.
Knowledge and Skills:
Knowledge
Solid understanding of CDP architecture, personalization platforms, and data-driven marketing trends, processes, and procedures in similar organizations.
Skills
- Revenue-first commercial mindset with the ability to translate insights into business impact
- Strong analytical skills in customer segmentation, LTV prediction, cohort analysis, and personalization performance measurement
- Expertise in A/B and multivariate testing, experimentation design, and statistical significance frameworks
- Proficient in CDP platforms, MarTech stacks, and data pipeline management
- Strong stakeholder management and vendor management for effective cross-functional delivery
- Results-oriented with ability to manage multiple workstreams under pressure in a fast-paced environment
- Proficient in verbal and written communication skills, with demonstrated ability to influence senior leadership
- Ability to build models around traffic funnel analysis, offer performance analytics, customer segmentation, and loyalty program optimization
KPIs for the Role:
- Incremental revenue from personalization (clearly attributed)
- Conversion rate uplift on key digital widgets
- Increase in repeat frequency and customer lifetime value (LTV)
- Test velocity: tests per month scaled to production
- Time from insight to live rule deployment
- Reduction in ad-hoc personalization requests through strong governance
