PCX Lead (CRM Strategy & Account Lead)

RAPP Dubai is looking for a PCX Lead to join our award-winning Experience Strategy team.

WHO WE ARE:

We are RAPP – world leaders in activating growth with precision and empathy at scale.

As a global, next-generation precision marketing agency we leverage data, creativity, technology, and empathy to foster client growth. We champion individuality in the marketing solutions we create, and in our workplace. We fight for solutions that adapt to the individual’s needs, beliefs, behaviors, and aspirations.

We foster an inclusive workplace that emphasizes personal well-being.

HOW WE DO IT:

At RAPP, our fearless superconnectors help to create value from personal brand experiences by focusing on three key areas: connected data, connected content and connected decisioning.

Our data analysts identify who that person is, our strategists understand what they want, and our award-winning technologists and creatives know how to deliver it – ensuring we’re able to activate authentic customer connections for our clients.

Part of Omnicom’s Precision Marketing Group, RAPP is comprised of 2,000+ creatives, technologists, strategists, and data and marketing scientists across 15+ global markets.

YOUR ROLE:

This role represents the intersection of strategy, data, and personalization; a hybrid of CRM strategist, loyalty architect, and account leader, leading a regional airline. It requires someone fluent in both customer experience design and technical enablement, ideally with hands-on exposure to Adobe Experience Cloud. This talent owns CRM & loyalty strategy, client engagement, and orchestration of personalization at scale.

YOUR RESPONSIBILITIES:

• Designs the Loyalty and Guest Experience framework, developing multi and omnichannel engagement programs aligned with client's CRM, digital engagement, and performance marketing objectives.

• Leads CRM strategy roadmap; from audience segmentation and decisioning logic to lifecycle planning and creative personalization frameworks.

• Driving the evolution of client's creative CRM and eDM strategy to elevate customer experience and engagement.

• Develops journey blueprints, playbooks, and measurement frameworks for ongoing optimization.

• Oversees development of trigger-based, data-fed journeys and mid-lifecycle engagement use cases.

• Partnering with the data team to define progressive profiling, audience enrichment and apply decisioning logic and ensure strategy is executable within Adobe's ecosystem.

• Collaborates with IT and data hub teams to ensure CRM strategies align with single customer view (SCV) and golden record development.

• Advises on Adobe Experience Cloud utilization, ensuring strategy fully leverages Audience, Campaign, and Analytics modules.

• Understands value engineering of Use Cases and can manage a dynamic backlog for both business and technical requirements.

• Supervises all personalization initiatives across eDM, app, and owned channels, including testing, performance tracking, and insights translation.

• Can execute operational workshops and achieve desired results.

• Owns the client relationship, managing day-to-day strategic discussions, resource planning, and the CRM roadmap cadence.

• Partners with Creative Agency Account Lead to align campaign and CRM creative consistency and bridge always-on engagement with brand storytelling. Acting as a single point of contact across strategy, client, and delivery, ensuring all workstreams stay cohesive and insight-led.

REQUIRED SKILLS:

• 10+ years of experience across CRM, CX, or loyalty strategy roles (agency or consultancy).

• Strong understanding of Adobe solutions (Adobe Experience Cloud), data-driven personalization, and decisioning logic.

• Mastery of CRM best practices (segmentation, scoring, lifecycle modeling).

• Ability to translate business objectives into measurable CRM frameworks.

• Experience in running a loyalty program based on incentives, rewards and partners.

• Proven leadership of multi-market or global accounts.

• High emotional intelligence, excellent communication, and leadership skills.

• Previous airline experience is a big plus.

• Excellent communication skills.

Our Hybrid Work Model:

RAPP's current hybrid model is designed to enable in-person connections and collaboration that is core to our culture, while also supporting flexibility for all employees. As such, we have the option to work from home two days per week, if we'd like.

NOTE: This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.