Membership & Loyalty Strategist

Job Category : Marketing, Communications and Ext Affairs Requisition Number : MEMBE002722 Position Title : Membership & Loyalty Strategist Classification : Exempt Locations Showing 1 location Atlanta, 225 Baker Street NW, Atlanta, GA 30313, USA Position Summary We are seeking a customer‑centric, data‑driven individual who challenges the status quo, delivers measurable results, and brings creative yet disciplined approaches to membership growth. The Membership & Loyalty Strategist will lead the strategy, execution, and growth of Georgia Aquarium’s Membership Program. The ideal candidate will have member program experience, along with a natural curiosity and analytical mind. The role will focus on new member acquisition, retention strategy, member communications, and exclusive member engagement events. This individual must combine strong business acumen with analytical rigor, use data to inform decision‑making and optimise performance across the full member journey. Responsibilities Define and own the end‑to‑end membership strategy, including program architecture, member value proposition, tiering, benefits and customer positioning. Determine clear performance targets across all key KPI categories and report on progress with actionable insights. Lead the evolution of the membership pricing model and packaging to better align with consumer behaviour and maximise long‑term value. Identify and implement new growth levers beyond traditional channels, including partnerships, product innovation, and experience‑driven value creation. Define and evolve the Aquarium's loyalty strategy, including engagement frameworks, rewards, recognition programmes, and customer retention initiatives. Serve as the primary owner of membership data, leveraging insights to inform strategy and drive continuous optimisation. Collaborate with Data Science and Digital Marketing teams to identify trends, test hypotheses, and uncover new opportunities for growth and efficiency. Manage and optimise CRM and marketing technology platforms to support member acquisition, engagement, retention, and reporting efforts. Develop loyalty and engagement reporting frameworks that track customer behaviour across acquisition, visitation, retention, and advocacy stages. Partner with Digital Marketing and Technology teams to develop audience segmentation, automation workflows, and personalised member journeys across email, SMS, website, and other digital channels. Provide regular reporting on sales, retention and visitation metrics to senior management. Lifecycle Marketing & Personalisation Design and implement a comprehensive lifecycle marketing strategy that supports members from acquisition through renewal and advocacy. Advance personalisation efforts across communications, offers, and experiences to increase engagement and perceived value. Optimise renewal strategies through targeted messaging, timing, and value reinforcement. Develop segmentation strategies based on behaviour, demographics and engagement patterns. Membership, Loyalty and Customer Engagement Continuously evolve the membership value proposition, including benefits, experiences and partnerships, to increase differentiation and loyalty. Develop and manage loyalty initiatives that reward engagement, increase visitation frequency and strengthen long‑term customer relationships. Oversee the development and execution of member‑exclusive experiences and events that deepen engagement and brand affinity. Partner with Guest Experience teams to ensure seamless and high‑quality on‑site membership sales, service, and fulfilment. Act as the voice of the member internally, advocating for enhancements that improve satisfaction and loyalty. Monitor customer feedback and satisfaction metrics to identify opportunities to improve the overall member and guest experience. Communications and Cross‑Functional Collaboration Own the membership communications strategy and calendar across all touchpoints. Champions a customer‑centric culture by advocating for initiatives that improve customer satisfaction, loyalty and lifetime value. Collaborate with Communications team to develop compelling, brand‑aligned creative and messaging for acquisition, engagement and renewal campaigns. Ensure consistency, clarity and effectiveness of all member communications. Partner with Development team to identify opportunities to deepen member relationships through philanthropic engagement. Qualifications 3+ years of experience in marketing, membership, loyalty strategy or a related field. Bachelor's degree in a relevant field (e.g., marketing, communications). Strong business acumen with the ability to connect marketing efforts to financial outcomes. Experience with CRM and customer data platforms (e.g., Tessitura, Customer.io, Salesforce or similar systems) is highly preferred. Experience with lifecycle marketing, segmentation and personalisation strategies. Excellent communication skills, with the ability to translate data into clear insights and recommendations. Self‑starter with a high level of initiative, accountability and comfort working in a fast‑paced environment. Strong collaboration skills and ability to influence cross‑functional stakeholders. Proficiency with Microsoft Office Products is required. Physical Demands & Work Environment The physical demands and work environment described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is occasionally required to stand; walk; sit; use hands to finger, handle or feel objects, tools or controls; reach with hands and arms; climb stairs; balance; stoop, kneel, crouch or crawl; talk or hear; taste or smell. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by the job include close vision, distance vision, colour and peripheral vision, depth perception and the ability to adjust focus. While performing the duties of this job, the employee is exposed to weather conditions prevalent at the time. The noise level in the work environment is usually moderate. Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor. #J-18808-Ljbffr Georgia Aquarium, Inc.