Head of Customer Engagement, Content & Loyalty

Role Overview

The Head of Digital Content & Loyalty Partnership is responsible for driving customer engagement, retention, and monetization across the telcos digital ecosystem. This role leads digital content strategy and loyalty partnerships across mobile apps, super apps, digital channels, and CRM platforms, leveraging partnerships with OTT platforms, content providers, banks, e-wallets, lifestyle brands, and merchants.

Key Responsibilities

Digital Content Strategy (Telco Ecosystem)

• Own and execute digital content strategy across telco-owned platforms (mobile app, website, super app, CRM, and digital campaigns).
• Align content initiatives with customer lifecycle (acquisition, onboarding, engagement, retention).
• Work with internal product, digital, and technology teams to ensure seamless content integration and UX.

Loyalty Program & Customer Engagement

• Lead the strategy and roadmap for telco loyalty programs (points, tiers, rewards, bundles, and experiential benefits).
• Design engagement mechanics to drive usage frequency, cross-sell, and up-sell across telco products (mobile, broadband, enterprise).
• Collaborate with CRM, data, and analytics teams to personalize offers using customer data and segmentation.
• Monitor and optimize loyalty KPIs such as churn rate, ARPU uplift, redemption rate, and active user base.

Strategic Partnerships & Alliances

• Negotiate commercial and value-exchange models (revenue share, bundling, co-marketing, exclusive offers).
• Ensure partnerships deliver clear commercial returns and differentiated customer value.
• Manage long-term partner relationships and performance governance.
• Commercial & Performance Management
• Define KPIs and success metrics for content and loyalty initiatives, linking performance to revenue and retention impact.
• Track ROI and business contribution of partnerships and content investments.
• Prepare performance dashboards and executive-level reports.

Leadership & Cross-Functional Collaboration

• Lead and develop a multidisciplinary team across content, loyalty, and partnerships.
• Act as a key stakeholder to Marketing, Product, Digital, Technology, Finance, and Legal teams.
• Influence senior leadership decisions related to customer engagement and digital monetization.

Requirements

• 10+ years of experience in telco, digital platforms, OTT, or large consumer ecosystems.
• Strong background in digital content, CRM/loyalty, and partnership management.
• Proven experience working with large subscriber bases and complex customer segmentation.
• Commercially strong with experience in partnership negotiation and revenue models.
• Data-driven, with the ability to translate analytics into customer and business impact.