Sr Director of Customer Marketing

Req ID: 478889


Benefits: * Fuel Your Growth with Love's - company funded tuition assistance * Paid Time Off * 401(k) - 100% Match up to 5% * Medical/Dental/Vision Insurance after 30 days * Competitive Pay Career Development

This position is based at the corporate office in Oklahoma City.

BASIC PURPOSE:

Are you ready to take marketing to the next level and have a blast doing it? We're on the hunt for a Senior Director, Customer Marketing & Loyalty who thrives in vibrant environments where big ideas and bold moves are celebrated. Step into a high-energy leadership role at our start-up spirited company, where you'll be at the heart of shaping our customer marketing strategy and building out a talented team of experts. You'll get to design and drive the entire loyalty journey - building engaging campaigns, exciting rewards, and memorable customer experiences that keep customers coming back for more. As the architect of Love's loyalty ecosystem, you'll ensure every customer interaction feels personal and rewarding.

This position serves as the strategic bridge between brand marketing initiatives, the Love's Rewards loyalty program, and the Love's Media Group, ensuring Love's creates new and lasting relationships with professional drivers and casual travelers alike. This leader will partner with our agency of record to execute effective acquisition campaigns across all channels, with a focus on acquiring new customers to Love's in the most profitable methods possible. This leader will build the media strategy, partnering with our analytics team to enable continuous optimization.

MAJOR RESPONSIBILITIES:

Loyalty Strategy & Program Management

• Develop a multi-year strategic roadmap for Love's loyalty program, where every step brings fresh excitement-think evolving value propositions, tier structures, personalized rewards, gamification, and mutually beneficial partnerships.
• Full leadership of P&L accountability for loyalty program financials, with a focus on member acquisition and engagement rates and profitable investment in program amenities.
• Join forces with Marketing Analytics to set KPIs and measurement frameworks, tracking the trends of member penetration, active engagement, spend lift, retention, and lifetime value
• Keep the loyalty value exchange rewarding and fun, balancing member delight, financial sustainability, and game-changing behavior shifts.
• Strategically develop business cases for new features, partnerships, and marketing pushes.

Acquisition, CRM & Lifecycle Marketing

• Full leadership of comprehensive lifecycle marketing strategy development across email, app push notifications, SMS, and in-store activations to attract new customers, onboard them quickly, keep them engaged and coming back for more, and win back any lapsed customers.
• Lead the channel strategy, content planning, campaign calendars, and performance optimization for all owned marketing channels.
• Lead Media partnership with Brand Marketing to launch integrated campaigns that blend paid acquisition with our own channel activations, making every touchpoint a a celebration of our brand.
• Own strategy optimization for paid Media channels and activation strategies.
• Champion the use of first-party customer data to create relevant, personalized experiences across all customer touchpoints (digital, in-store, fueling).
• Partner with Product/CX teams to bring loyalty and customer insights into app experience, website personalization, and in-store technology.
• Collaborate with Love's Media Group to leverage loyalty data for retail media targeting, measurement, and partner value creation (while respecting privacy and governance standards).
• Work with Analytics and IT/Data teams to develop predictive models for churn risk, next-best-action, lifetime value scoring, and propensity modeling.

Cross-Functional Partnership & Influence

• Serve as the organizational expert and champion for our customers, making sure their voices are heard and their needs are integrated into every business decision we make. Team up with Merchandising to develop loyalty-exclusive offers, ultra-personalized promotions, and category-specific engagement strategies.
• Lead the strategic relationship with Operations to co-create memorable in-store loyalty experiences, roll out effective employee training programs, and streamline operational activations that make enrolling and engaging easy.
• Partner with Finance to keep the budget balanced, forecast redemption trends, track ROI, and build financial models that ensure positive customer experience and business ROI.
• Collaborate with Legal and Compliance to ensure our program is not just engaging, but also buttoned-up and compliant, keeping terms, communications, and data practices aligned to appropriate standards

EDUCATION AND EXPERIENCE:

Required

• Bachelor's degree in Marketing, Business, Data Science, or related field (MBA preferred).
• 12+ years of experience in customer marketing, CRM, or loyalty program management, with at least 5 years in a senior leadership role.
• Proven track record of building and scaling loyalty programs with measurable business impact, preferably in retail, travel, hospitality, convenience, or CPG industries.
• Deep expertise in lifecycle marketing, customer segmentation, marketing automation platforms, and multi-channel campaign orchestration.
• Leadership experience with media planning & measurement.
• Strong understanding of loyalty program economics including liability management, breakage, earn/burn modeling, and member value proposition design.
• Experience leading cross-functional initiatives and influencing senior stakeholders without direct authority.
• Demonstrated success building and managing high-performing teams of 5+ marketing professionals.
• Proficiency with CRM platforms (Salesforce, Braze, Iterable, or similar), customer data platforms, and marketing analytics tools.
• Excellent communication and presentation skills with ability to translate complex customer data and program mechanics into clear business narratives for executive audiences.
• Strategic thinker with strong business acumen and ability to balance long-term vision with near-term execution.

Preferred

• Experience in high-frequency, multi-location retail or travel/hospitality environments with both B2B and B2C customer segments.
• Familiarity with retail media networks and how loyalty data can activate advertising and partnership revenue opportunities.
• Experience with advanced personalization technologies including AI/ML-driven recommendations, predictive analytics, or real-time decisioning engines.
• Knowledge of privacy regulations (CCPA, GDPR) and best practices for customer data governance in marketing contexts.
• Direct experience in fuel/convenience retail, truck stop, or travel center industries with understanding of professional driver and casual traveler segments.

Our Culture:


Fueling customers' journeys since 1964, innovation leads the way for this family-owned and operated business headquartered in Oklahoma City. With nearly 40,000 team members, travel stops are the core business along with products and services that provide value for professional drivers, fleets, traveling public, RVers, alternative energy and wholesale fuel customers. Giving back to communities and an inclusive workplace are hallmarks of the award-winning culture.

Love's is an Equal Opportunity Employer. Veterans encouraged to apply.