Vice President - Commercials

JOB PURPOSE

The VP - Commercials is responsible for leading the commercial strategy, financial performance, and monetization of the Darna loyalty programme, ensuring sustainable revenue growth, profitability, and strong economic foundations across all loyalty products, partnerships, and initiatives. This role oversees commercial planning, pricing and funding models, business case governance, and strategic partnership monetization across the Aldar ecosystem. The VP - Commercials ensures disciplined investment decisions, scalable commercial frameworks, and measurable value creation for Aldar, partners, and members.

ROLES AND

RESPONSIBILITIES

Strategic

Responsibilities

• Define and lead the commercial strategy for Darna's loyalty products and propositions, ensuring clear value creation for Aldar, partners, and members.
• Establish scalable pricing, funding, and monetization models that balance member attractiveness with financial sustainability.
• Translate programme growth ambitions into clear commercial targets, revenue streams, and contribution margin frameworks.
• Partner closely with the SVP - Loyalty to align commercial priorities with long-term programme strategy and ecosystem expansion.
• Govern investment prioritization across loyalty initiatives, ensuring disciplined capital allocation and return optimization.
• Establish stage-gate governance frameworks for commercial approvals from concept through launch and scale-up.
• Identify and unlock cross-loyalty, cross-business, and ecosystem monetization opportunities that drive incremental revenue growth.

Functional

Responsibilities

• Lead the development, validation, and evaluation of business cases for new propositions, partnerships, and programme expansions.
• Define financial assumptions, ROI models, breakeven structures, and funding frameworks for all commercial initiatives.
• Own the commercial performance of the Darna programme, tracking revenue, costs, margins, and profitability across all products and partnerships.
• Collaborate with group fina…