Loyalty Product / Tribe Lead

The Bir ecosystem is one of the most ambitious and fast-growing digital ecosystems in the region, uniting banking, payments, e-commerce, and lifestyle services under one integrated experience. With flagship platforms like Birbank, m10 and Birmarket, we serve millions of users daily—unlocking value through personalization, partnerships, and a seamless user journey. To maximize customer lifetime value across channels and assets we have built Ecosystem Loyalty program.

• 6+ years of experience in Client Value Management, Loyalty, CRM, or Ecosystem Strategy within financial services, telco, e-commerce, or large consumer platforms.
• Proven track record in leading large cross-functional teams or tribes in agile environments.
• Deep expertise in CVM strategy, lifecycle design, and customer analytics.
• Experience in building or scaling loyalty platforms, ideally with tiering, partner networks, and monetization.
• Comfortable working at the intersection of data, product, and business strategy.
• Excellent leadership, communication, and stakeholder management skills.
• Fluent in English; Azerbaijani and/or Russian are a plus.

• Drive the growth of one of the region’s largest and most dynamic digital ecosystems.
• Take full ownership of CVM and loyalty across millions of users.
• Work alongside a forward-thinking leadership team and world-class talent.
• Competitive salary, bonus package, and benefits.
• High-impact role with strategic visibility and long-term career potential.

• Lead the CVM and loyalty strategy across the Bir ecosystem - ensuring we maximize customer lifetime value, cross-sell effectiveness, and engagement.
• Lead 5 - 7 product, analytics, and marketing teams
• Develop customer segmentation models, lifecycle programs, and AI-driven personalization across all ecosystem assets.
• Evolve the Bir Bonus loyalty platform, including gamification, subscription models, tiered benefits, and partner integration.
• Collaborate closely with Data Science, Digital Channels, Partnership to align priorities and deliver business impact.
• Launch and scale personalized engagement journeys across CRM, in-app, push, and offline channels.
• Build a culture of experimentation—implementing A/B testing, real-time measurement, and continuous improvement.
• Report on KPIs including CLV, engaged ecosystem customers, loyalty cost-to-revenue ratio, and etc.

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