Loyalty and Customer Engagement Manager

Job Summary:

The Loyalty & Customer Engagement Manager is responsible for growing and strengthening the Company's relationship with its customers through loyalty, CRM, customer data, personalized engagement, and targeted communications. This role owns the Company's loyalty strategy and customer engagement programs with a focus on customer acquisition, active membership, retention, frequency, and overall customer value.

The role leverages customer data, analytics, market insights, and campaign performance to develop targeted and personalized customer experiences that drive engagement and revenue growth. This position partners closely with the Digital Marketing & Brand Strategy function to ensure customer communications are aligned with the Company's brand and collaborates across the organization to continuously improve the customer experience.

Essential Functions:

• Loyalty Strategy & Growth: Own the Company's loyalty program strategy and initiatives designed to increase enrollment, active membership, engagement, retention, customer frequency, and overall program value.
• Customer Acquisition & Retention: Develop and implement strategies that use loyalty and customer engagement capabilities to acquire new customers, retain existing customers, increase visit frequency, and drive revenue.
• CRM & Customer Data: Own CRM strategy, customer segmentation, targeting, personalization, and customer data utilization to deliver relevant and timely customer experiences.
• Customer Communications: Develop and manage customer communications through loyalty, email, SMS, app, and other direct customer channels, including promotions, product launches, seasonal campaigns, and targeted offers.
• Customer Analytics & Insights: Analyze customer behavior, loyalty activity, campaign performance, redemption, frequency, and other customer metrics to identify opportunities and inform marketing decisions.
• Marketing Optimization & ROI: Use data, analytics, and market insights to continuously optimize customer engagement strategies, campaign effectiveness, and marketing ROI.
• Customer Engagement Insights: Monitor customer feedback and engagement trends and partner with the Digital Marketing & Brand Strategy function to identify customer sentiment, recurring themes, and opportunities to improve the customer experience.
• Measurement & Reporting: Establish and maintain measurement frameworks and reporting for loyalty and customer engagement initiatives; communicate results, insights, and recommendations to Marketing leadership.
• Process Development: Build scalable processes, tools, and frameworks that support continued growth of the Company's loyalty and customer engagement capabilities.
• Cross-Functional Collaboration: Partner with Operations, Merchandising, Finance, vendors, and other stakeholders to ensure customer initiatives are aligned and effectively executed.
• Continuous Improvement: Monitor customer, market, and industry trends and recommend new opportunities to strengthen customer engagement, loyalty, and revenue.

Requirements

• Strong knowledge of customer engagement, loyalty, CRM, segmentation, personalization, and direct marketing strategies.
• Strong analytical skills with the ability to translate customer data and insights into actionable marketing strategies.
• Demonstrated ability to develop targeted campaigns and customer communications across email, SMS, app, and other digital channels.
• Strong understanding of customer acquisition, retention, frequency, and lifecycle marketing.
• Strong creative storytelling and brand development capabilities.
• Strong communication, project management, and cross-functional collaboration skills.
• Ability to interpret campaign and customer engagement metrics and make recommendations based on performance.
• Experience developing scalable marketing processes, frameworks, and measurement models.
• Proficiency in Microsoft Office, CRM, loyalty, analytics, and digital marketing platforms.

Education and Experience:

• Bachelor's degree in Marketing, Business, Communications, or related field preferred.
• 35 years of experience in loyalty, CRM, customer engagement, lifecycle marketing, digital marketing, or a related field.
• Experience developing and managing campaigns through email, SMS, mobile applications, or similar channels.
• Experience with customer analytics, segmentation, personalization, and campaign measurement.
• Retail, convenience, consumer, or multi-location experience preferred.

Physical Requirements:

• Ability to perform work primarily in an office environment and use a computer and other office equipment for extended periods.
• Ability to occasionally lift or carry materials weighing up to 25 pounds.
• Ability to travel to Company locations, meetings, and events as needed.

Work Environment:

• Primarily office-based with regular interaction with cross-functional teams, vendors, and Company locations.
• May include exposure to retail and event environments.
• Occasional evening and weekend work may be required.

Required Travel:

• Occasional travel to Company locations, meetings, and events.
• Occasional overnight travel may be required.

I have read and understand the responsibilities and essential functions of this position