Loyalty Leader at IKEA South East Europe

Loyalty Leader at IKEA South East Europe


In the position of Loyalty Leader at IKEA SEE you would develop the Loyalty strategy and plans and ensure they are executed in the most effective and efficient way, as a part of Engagement and Marketing strategy.

This includes:

• IKEA FAMILY program: benefits (including IKEA FAMILY range) and rewards, meeting and communicating: store, web, magazine (digital and print) and direct communication and IKEA FAMILY program operation: member management tools/ insights and KPIs.

  • IKEA Business loyalty program (offers, communication, program operation),

but including registered and non-registered customers.


 On this position you will be:

  • Develop and implement a country-level strategic loyalty plan that contributes to the overall IKEA marketing objectives and that is aligned with the local Digital Customer framework/strategy and global IKEA FAMILY strategy.
  • Develop strategies and activities to recruit, activate and retain both IKEA FAMILY and BUSINESS members through an intimate understanding of the market and both members and non-members/prospects (i.e. online and offline orientation and purchase behavior, online and offline customer experience, loyalty analytics, IKEA Brand Capital survey, membership profiles, relevant performance indicators and KPIs, etc.) to ensure they visit IKEA stores more frequently and buy more.
  • Co-operate with all functions involved in the execution of the plans (i.e. external communication, digital marketing, web, ecommerce and digital channel, as well as other roles), especially in the dimensions of:
    • touchpoint and target oriented content creation, integration and optimisation (editorial line of IKEA FAMILY media, creation, personalisation and multichannel touchpoint optimisation of the messages)
    • content management (“what” messages, “when” and in “which” medium)"
  • Provide and communicate a relevant member offer and secure integrated communication through an effective use of IKEA FAMILY and BUSINESS media as part of the overall media mix
  • Deliver customised and targeted direct communication to IKEA FAMILY and BUSINESS members through an effective and cost-efficient channel, thereby optimising the overall marketing investments in the long term.
  • Engage IKEA FAMILY and BUSINESS members in a dialogue with the IKEA Brand and each other using all appropriate media (i.e. the IKEA FAMILY meeting place in the store and IKEA owned community and social media).
  • Perform analysis and insights on performance, follow KPIs, developing business cases, budgeting and forecast process
  • Be an active team player who works closely together with the commercial team, the stores, matrix partners and other functions to support the overall IKEA goals and business objectives.
  • Leverage performance indicators to encourage increased data driven decisions


Your knowledge, skills and experience include:

  • An understanding of the multichannel retail business and digital & multichannel marketing with a focus on owned media (the IKEA store)
  • Ability to think strategically, plus good analytical and communication skills
  • Loyalty Marketing and direct communication, Inbound and Outbound marketing practice
  • Customer Relationship Management (CRM), online and offline loyalty and engagement solutions and platforms, segmentation (i.e. direct and targeted marketing, database management)
  • Budget management, forecasting and business cases development
  • Marketing processes and planning, ability to provide valuable insight and analysis
  • Ability to lead teams
  • Strong experience in project management
  • Confident in English, both written and spoken

GROWING TOGETHER IKEA offers an exciting and empowering work environment in a global marketplace. And as the world’s leader at life at home, you have exceptional opportunities to grow and develop together with us.


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