Loyalty Product Tribe / CVM and Loyalty Tribe Lead

About Bir Ecosystem

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.

About the Role

We are looking for an experienced candidate on the position Ecosystem CVM and Loyalty Tribe Lead to own and scale client value management across all key pillars of the Bir ecosystem. This is a senior leadership role responsible for leading 5–7 cross-functional teams, around 70 people across CVM, loyalty program development and personalization.

You will drive the growth, retention, and monetization strategy for millions of customers through personalized communications, advanced segmentation, and data-driven loyalty experiences including the flagship Bir Bonus program.

Key Responsibilities

• 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.

Who We’re Looking For

• 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.

Why Join the Bir Ecosystem?

• 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.