People & Culture Director

Dsquares specializes in offering loyalty programs that bring our clients closer to their consumers. Through our different range of solutions, we deliver end-to-end experience, managing and executing all technical, operational, and commercial aspects of our customers’ loyalty programs. From full loyalty programs, couponing solutions to interactive directory services, coupled with an extensive network of merchants, Dsquares serves some of the most loved brands in the region.

Our People are our Brand - Developing seamless loyalty solutions is only possible when we’ve got a great team on our side. Our culture is open and empowering. If you are passionate and driven, you will fit right in.

Role Purpose

The People & Culture Director will play a critical role in strengthening and evolving Dsquares’ people agenda at a stage where the foundational HR and culture frameworks are already in place. The focus of this role is to drive continuous improvement, elevate leadership capability, and ensure the organisation remains aligned, high-performing, and culturally strong as it scales.

This is a strategic and operational role that ensures Dsquares’ “Loyalty Inside Out” philosophy is consistently lived across the organisation — not just defined — through strong leadership, disciplined execution, and ongoing refinement of people systems

Evolving People Strategy

• Continuously refine and enhance the people strategy in line with Dsquares’ growth trajectory and evolving business priorities.
• Ensure organisational structures remain fit-for-purpose, efficient, and scalable across markets and functions.
• Strengthen workforce planning practices to improve predictability, capability alignment, and execution efficiency.
• Support leadership in optimising structure and role clarity as the organisation matures.

Culture Reinforcement & Continuous Improvement

• Sustain and continuously evolve Dsquares’ culture, ensuring accountability, ownership, openness, agility, and growth mindsets are consistently demonstrated.
• Strengthen existing engagement frameworks by improving depth, relevance, and measurable impact.
• Enhance internal communication and feedback mechanisms to ensure culture remains dynamic and responsive.
• Embed continuous improvement loops into employee experience touchpoints across the lifecycle.

Leadership & Capability Development

• Strengthen leadership effectiveness across all levels, with a focus on consistency, accountability, and coaching capability.
• Evolve performance management practices to drive clearer differentiation, higher standards, and stronger feedback culture.
• Build on existing talent frameworks to improve succession depth and leadership readiness.
• Partner with leaders to elevate team performance and decision-making quality.

HR Systems, Governance & Excellence

• Continuously improve HR processes, policies, and systems to increase efficiency, consistency, and user experience.
• Ensure strong governance and compliance across all operating entities while maintaining agility.
• Leverage HR analytics to identify trends, risks, and opportunities for ongoing improvement.
• Optimise HR operations to ensure seamless execution and high service standards.

Talent Acquisition & Employer Brand

• Refine hiring practices to further improve quality, speed, and cultural alignment of talent acquisition.
• Strengthen Dsquares’ employer brand positioning to reflect a mature, high-performance organisation with a strong culture.
• Ensure consistency in hiring standards across all business units and geographies.

Stakeholder Partnership

• Act as a trusted advisor to the executive leadership team on all people-related matters.
• Partner closely with business leaders to align people priorities with operational and commercial goals.
• Support organisational change initiatives with structured, well-managed execution.

Key Requirements

Experience

• 15+ years of progressive experience in People & Culture / HR leadership roles.
• Experience in organisations that have moved beyond startup phase into scale and operational maturity.
• Strong exposure to refining and improving established HR systems rather than building from zero.
• Experience in fast-paced, high-volume, or tech-enabled business environments.

Capabilities

• Strong operational discipline combined with strategic thinking.
• Proven ability to improve and optimise existing people systems and cultural frameworks.
• High attention to detail with a continuous improvement mindset.
• Strong stakeholder management and influence at senior leadership level.
• Data-driven and structured approach to people decisions.

Leadership Profile

• Builder-operator mindset with emphasis on refinement, discipline, and scale maturity.
• Strong coaching orientation with ability to elevate leadership quality across the organisation.
• Calm, structured, and pragmatic approach to problem solving.
• High credibility with senior stakeholders and ability to drive alignment without friction.
• achieving KPIs.
• Ability to manage complex projects and client relationships.

 Required Languages:

• Fluency in Arabic and English (both written and spoken as main communication), and as content creation language.

• Comprehensive Wellbeing: Enjoy peace of mind with our private medical insurance and life cover
• Financial Growth: Reap the rewards of your hard work with our annual profit share and competitive compensation packages.
• Work-Life Balance: Achieve optimal well-being with our hybrid work environment, generous maternity and paternity benefits, and regular team-building events.
• Continuous Development: Expand your horizons through our commitment to learning and development opportunities.
• Perks and Privileges: Celebrate your journey with us through mobile allowances, transportation support, and a host of other employee-centric perks.