Loyalty & CRM Manager

Job Description

Job Description

Job Summary: Lead loyalty and CRM operations to drive personalized guest experiences through the rewards program and owned marketing channels. Oversee campaign planning, execution, and optimization using marketing technology tools. Manage agency teams and two direct reports focused on technical production while ensuring campaign accuracy, quality, and effectiveness.
Ideal Candidate Requirements:

• Bachelor's degree in Marketing, Business, or related field.
• 7 years experience in loyalty marketing, CRM, or digital marketing.
• At least 2 years managing others.
• 5 to 7 years total experience.
• Management experience required.
• Mid-Senior seniority level.

Key Responsibilities:
Strategic Leadership & Planning:

• Develop and execute loyalty marketing strategies to grow membership and engagement.
• Lead planning for targeted campaigns including gated offers, gamification, acquisition incentives, and point multipliers.
• Maintain expertise in loyalty and personalization trends and share insights across teams.

Customer Engagement:

• Develop and optimize member lifecycle campaigns and journeys to grow and retain members.
• Partner with analytics, category management, and brand teams to define segmentation, offers, and creative.
• Understand best practices for email, push, in-app content, and SMS; lead channel strategy and oversee execution.
• Work with promotions and category leads to oversee couponing strategy and ensure seamless app integration.

Campaign Management & Personalization:

• Own and manage the calendar of loyalty offers and personalized campaigns across owned channels.
• Utilize customer and contextual data to define segmentation strategies and attributes for targeted marketing.
• Ensure accuracy and timeliness of campaign execution including segmentation, offer setup, and delivery.
• Provide oversight of CRM campaign and canvas builds, QA, and deployment, as well as loyalty platform offer setup, QA, and deployment.
• Guide direct report responsible for loyalty offer setup and segmentation, acting as final approver before deployment.
• Serve as key approver for all campaigns and offers before guest deployment, ensuring flawless execution and brand alignment.

Cross-Functional Collaboration:

• Partner with Product Owners and Managers to prioritize features and data enhancements that improve personalization and digital experience.
• Partner on UAT to ensure enhancements meet requirements.
• Communicate campaign impacts to internal teams including mobile app, category, operations, and guest support.
• Collaborate with Category Teams, IT, Finance, Creative, and external agencies to deliver campaigns on time and within budget.

Analytics & Optimization:

• Provide inputs to Analytics teams for measuring campaign performance including margin, profitability, and engagement.
• Use insights to optimize future campaigns and improve ROI.
• Continuously identify opportunities to enhance offer and personalization processes.

Team Leadership & Operations:

• Manage and mentor two direct reports focused on technical production of CRM campaigns and loyalty offers.
• Oversee transition from legacy loyalty platform to new solution, ensuring smooth migration.
• Diagnose and resolve issues related to offer setup or campaign delivery, performing impact analysis and recommending corrective actions.
• Manage agency relationships and associated budgets.

Required Technical Skills:

• Expertise in loyalty platforms such as Punchh and CRM solutions such as Braze for campaign and canvas builds, QA, and deployment.
• Expertise in loyalty platforms for offer setup, QA, and deployment.
• Strong understanding of data-driven marketing, segmentation, and personalization strategies.
• Proficiency in marketing technology tools including Braze, third-party loyalty platforms, and analytics solutions.

Functional Skills:

• Campaign planning, execution, and optimization.
• Member lifecycle campaign and journey development.
• Channel strategy for email, push, in-app content, and SMS.
• Couponing and promotional strategy integration.
• UAT partnership for product features and data enhancements.
• Campaign performance measurement including margin, profitability, and engagement.
• ROI analysis and optimization.
• Agency and budget management.
• Platform migration oversight.

Behavioral Skills:

• Strategic leadership and planning.
• Excellent leadership and team mentoring.
• Strong communication and cross-functional collaboration.
• Project management.
• Issue diagnosis and resolution.
• Final approval and quality assurance decision-making.