Exclusive vacancy (we are the only ones looking).
Central Asia's largest fintech project is seeking a CPO / Head of Loyalty to build a unified ecosystem loyalty program between fintech and e-commerce verticals.
This is not a CRM role or classic retail loyalty marketing. We need a strong product leader with experience in launching end-to-end loyalty programs in a bank or large fintech company, who knows how to manage loyalty economics through P&L and build systemic retention, frequency, and cross-product engagement mechanics.
The key task is to create a unified loyalty platform that integrates banking products, payments, cards, BNPL/credit products, marketplace, delivery, and ecosystem services.
Key Responsibilities:
- Building a unified loyalty strategy for the fintech + e-commerce ecosystem
- Development and launch of an end-to-end loyalty program: value proposition, earn/burn mechanics, cashback/rewards architecture, tiering/status systems, subscriptions/memberships, partner rewards
- Management of the unit economics and P&L of the loyalty program
- Growth: retention, frequency, share of wallet, LTV, cross-product penetration
- Building loyalty as a platform, not a collection of marketing campaigns
- Integration of loyalty into: banking products, cards, acquiring/payments, BNPL/credit, marketplace, delivery
- Working with Data/ML teams: personalization, next best offer, behavioral segmentation, recommendation systems
- Building a KPI and analytics system: ROI loyalty, incremental GMV/revenue, retention uplift, subsidy efficiency
- Managing the roadmap and delivery of cross-functional teams
- Interaction with CEO/C-level on ecosystem strategy
Key Requirements:
Must-have:
- 7+ years in product management / loyalty / fintech
- Mandatory experience working in a bank or large fintech company
- Practical experience launching end-to-end loyalty programs
- Experience managing loyalty through P&L and unit economics
- Strong product and analytical background
- Experience with: cards, payments, cashback, rewards, subscription economics
- Experience building cross-functional teams
- Understanding of ecosystem mechanics and cross-sell models
- Ability to work at the intersection of: product, finance, analytics, marketing, engineering
Will be a big plus:
- Experience in: digital bank, neobank, superapp, marketplace ecosystem
- Experience with subscription models (Prime+, memberships, etc.)
- Experience building coalition loyalty
- Experience working with ML/personalization
- Experience launching loyalty in CIS, MENA, SEA countries, or emerging markets
Candidates NOT sought:
- Pure CRM / campaign marketing profiles
- Only airline/hotel loyalty without fintech experience
- Product managers without P&L responsibility
- Consultants without hands-on launch experience
What's important in a person:
- Ownership mindset
- High decision-making speed
- Strong systemic thinking
- Ability to balance growth and economics
- Capacity to build platform solutions, not localized campaigns
- Comfortable working in a fast-growing ecosystem environment
