Head of Loyalty Strategy

Job Description: Reporting to the Head of Business Marketing, you will lead the strategic vision for how Fidelity incentivizes and rewards customer behavior to drive deeper engagement, loyalty, and long-term value. You will define and build the next generation loyalty program, grounded in customer insight and aligned to enterprise growth priorities. You will develop the loyalty strategy roadmap, including guiding principles, program design, and measurement framework, ensuring a consistent and scalable approach across the Fidelity consumer base. This includes establishing a clear view of high-value behaviors and lifecycle opportunities, translating them into actionable marketing strategies. You will lead an outside-in approach to strategy development, leveraging customer research, interviews, and analysis of NPS and engagement drivers to shape differentiated experiences that strengthen relationships and increase retention. You will also guide test-and-learn initiatives to refine program components and optimize impact over time. The Expertise and Skills You Bring 10+ years of experience in marketing, CX, business strategy and/or loyalty Deep experience in customer strategy, loyalty, and lifecycle marketing with a strong track record of building customer-centric programs that drive measurable business outcomes Ability to translate customer needs into scalable, enterprise-level strategies Outside-in mindset, combining customer research, behavioral data, and competitive insight to inform strategy and decision making Strong people leader who coaches teams to think strategically, apply customer insight, and deliver with clarity and focus The Value You Deliver A clear and differentiated loyalty strategy grounded in customer needs, with defined principles that guide program design and decision making. Stronger customer relationships driven by increased engagement, retention, and recognition of high-value behaviors. Measurable impact through well-defined success metrics, ongoing optimization, and a disciplined test-and-learn approach. A more consistent and scalable approach to loyalty across customer segments, aligned to lifecycle needs and business priorities. Stronger team capability through coaching, enabling more strategic, insight-driven thinking and execution. The Team The Marketing & Social Platforms organization within Fidelity Wealth delivers integrated, consumer-focused strategies that drive growth and strengthen the brand across the enterprise. The Business Marketing team plays a central role in aligning consumer business priorities with marketing strategy and execution. This team partners closely with business leaders across Wealth/Brokerage and functional experts across brand, media, content, analytics, and research to deliver coordinated, insight-driven marketing that supports enterprise objectives. Fidelity’s Onsite Working Model Fidelity is transitioning to a full-time onsite working model through a phased rollout across regions and roles. Currently, some roles and locations require 100% onsite presence, while others require less. Onsite expectations are likely to evolve as the rollout continues. This transition does not apply to fully remote roles. The base salary range for this position is $125,000-258,000 USD per year. Placement in the range will vary based on job responsibilities and scope, geographic location, candidate’s relevant experience, and other factors. Base salary is only part of the total compensation package. Depending on the position and eligibility requirements, the offer package may also include bonus or other variable compensation. We offer a wide range of benefits to meet your evolving needs and help you live your best life at work and at home. These benefits include comprehensive health care coverage and emotional well-being support, market-leading retirement, generous paid time off and parental leave, charitable giving employee match program, and educational assistance including student loan repayment, tuition reimbursement, and learning resources to develop your career. Note, the application window closes when the position is filled or unposted. Please be advised that Fidelity’s business is governed by the provisions of the Securities Exchange Act of 1934, the Investment Advisers Act of 1940, the Investment Company Act of 1940, ERISA, numerous state laws governing securities, investment and retirement-related financial activities and the rules and regulations of numerous self-regulatory organizations, including FINRA, among others. Those laws and regulations may restrict Fidelity from hiring and/or associating with individuals with certain Criminal Histories. Certifications: Category: Marketing At Fidelity, we are passionate about making our financial expertise broadly accessible and effective in helping people live the lives they want! We are a privately held company that places a high degree of value in creating and nurturing a work environment that attracts the best talent and reflects our commitment to our associates. We are proud of our diverse and inclusive workplace where we respect and value our associates for their unique perspectives and experiences. For information about working at Fidelity, visit FidelityCareers.com. Fidelity Investments is an equal opportunity employer. Fidelity will reasonably accommodate applicants with disabilities who need adjustments to participate in the application or interview process. To initiate a request for an accommodation please contact the following: For roles based in the US: Contact the HR Leave of Absence/Accommodation Team by sending an email to View email address on click.appcast.io, or by calling View phone number on click.appcast.io, prompt 2, option 2 For roles based in Ireland: Contact View email address on click.appcast.io For roles based in Germany: Contact View email address on click.appcast.io Fidelity Privacy Policy