Asst. Manager - Loyalty Marketing

Date: 05-May-2022

Location: Gurgaon

Company: TATA SIA Airlines Limited

Job Overview

The candidate will be responsible for improving our digital experience across all Global markets through insight and for transforming our Club Vistara program. The role requires building and optimizing the member lifecycle and communication journey to drive enrolments in and engagement with Club Vistara membership program. The job involves hands on working with Adobe Suite (Experience Manager, Campaign Manager, Analytics, Target), running SQL queries, analysis of CRM and other related data to inform marketing activities at every step of the customer engagement journey. The purpose of this role is to lead the team to maximise the value we generate from our CRM & Digital activity, by using data to offer increasingly relevant and tailored communications to new or existing members. The ideal candidate will have strong project management and communication skills, analytical aptitude, the ability to solve complex problems, and a willingness to roll up their sleeves to get the job done.

Key Responsibilities

  • Utilize best-in-class analytics tools, including the Adobe Suite (ACM, AEM, Target, analytics etc.), to perform analyses and provide interpretation, guidance, and recommendations to aid marketing decision making and drive business performance
  • Able to run SQL queries and conduct a variety of analyses, ranging from open-ended exploratory/summary projects to answering specific research questions in ongoing and ad hoc cadences
  • Lead and develop the Digital Analytics capability ensuring the world class Adobe Suite is set up to optimize the desired Digital experience
  • Work cross functionally with stakeholders to co-develop a strategic roadmap that defines our CRM & Digital vision e.g., real time / event driven / Omni-channel / dynamic messaging] and the major steps to achieving it
  • Recommend best practices to improve consumer communications throughout the ACM
  • Develop and manage member life cycle campaigns across all digital touch points (ecom, email, social, app) to drive program enrollments and program engagement activity
  • Identify and implement opportunities to drive incremental revenue through more relevant communications to specific consumer segments
  • Drive campaign reporting & post-campaign KPI analyses to inform the business and shape future strategies
  • Create and drive segmentation & personalization strategies to increase campaign effectiveness
  • Clearly and concisely distill complex findings into actionable insights and dashboards/reports for a variety of stakeholders including c-suite executives
  • Ensure solutions are scalable, repeatable, effective, and meet the expectations of stakeholders

Skills/ Attributes

  • Strong knowledge and hand on experience in Adobe Suite, SQL and CRM channels (email, Push Notifications) & CRM database knowledge.
  • Experience in writing and tuning SQL queries in an online or offline environment
  • Expert in advanced analytics techniques coupled with the ability to form hypotheses and draw meaningful business insights. Knowledge of test design, predictive modeling, and combining disparate data sources is preferred
  • Firm understanding and experience with database architecture, Microsoft Excel, and other systems and tools associated with accessing, analyzing and visually presenting data to a variety of audiences
  • Excellent problem-solving and project management skills. Must be flexible and able to balance multiple projects concurrently.  Candidate must be detail oriented, persistent, and enjoy working in a fast paced, results oriented and evolving environment
  • Expert in Microsoft Office suite (Excel, Power point, Word)
  • Knowledge of JavaScript and HTML

Work Experience

  • Minimum 4-6 years of work experience in analytics and/or marketing analytics.
  • Experience in B2C and eCommerce is preferred
  • Experience in audit or internal controls, preferably in aviation


  • Graduate degree from a recognized university



Note : All Vistara employees are required to be fully vaccinated against COVID-19.