Director, Loyalty and Retention

Job DescriptionAbout Kendra Scott  About Kendra Scott: We are a fun, talented and driven team dedicated to providing our customers with gorgeous products and a WOW! experience. Family, fashion and philanthropy are at the core of our company and though we move at a very fast pace, we are committed to maintaining a family-oriented work environment and giving back to our community. A passion for great design, dedication to innovation and a strong social media presence are our building blocks for creating a unique and engaging lifestyle brand across all channels, including retail stores, wholesale accounts and e-commerce. Our headquarters are located in the heart of Austin, Texas, and we embrace the unique vibe and energy of our hometown as an inspiration for our brand and company culture. Position SummaryThe Director of Loyalty & Retention will lead the strategy, execution, and performance of the Kendra Scott’s customer loyalty program and retention marketing initiatives. Reporting to the VP of Marketing, this leader will be responsible for driving customer lifetime value, increasing repeat purchase behavior, strengthening brand affinity, and improving retention across all customer segments.This role will oversee the evolution and ongoing optimization of the loyalty program while partnering cross-functionally to create a cohesive customer journey across acquisition, engagement, and retention channels. The ideal candidate combines strategic thinking, analytical rigor, customer-centric storytelling, and operational excellence. This leader must be equally comfortable setting long-term strategy and rolling up their sleeves to execute, optimize, test, and problem-solve in a fast-paced environment.This role sits alongside peer marketing leaders overseeing Paid Media and CRM, and will serve as a key partner in shaping the full-funnel customer growth strategy.Key ResponsibilitiesLoyalty Program LeadershipOwn the vision, strategy, roadmap, and performance of the company’s loyalty program.Lead the development and optimization of loyalty program structure, benefits, tiering, rewards, partnerships, and member experiences.Identify opportunities to increase enrollment, engagement, redemption, retention, and customer lifetime value.Partner with Digital, IT, Ecommerce, Retail, and Customer Experience teams to ensure seamless loyalty integration across channels.Evaluate and implement new loyalty capabilities, technologies, and vendor partnerships.Develop member segmentation strategies and personalized experiences that strengthen emotional connection to the brand.Retention Strategy Build and lead the company’s retention marketing strategy across all customer touchpoints.Develop lifecycle strategies that improve repeat purchase frequency, reactivation, retention rates, and customer profitability.Partner closely with CRM leadership to align customer journeys, messaging strategy, and channel orchestration.Identify opportunities to improve customer engagement through personalization, segmentation, predictive modeling, and behavioral insights.Create retention-focused testing roadmaps and optimization plans across marketing channels.Establish KPIs and reporting frameworks to measure customer health, loyalty performance, and retention effectiveness.Analytics & Performance ManagementOwn performance reporting for loyalty and retention initiatives, including customer lifetime value, churn, retention cohorts, repeat purchase rate, incremental revenue, and loyalty member engagement.Translate customer and business insights into actionable growth strategies.Leverage data to identify customer trends, opportunities, and risks.Build business cases and forecast impact for new initiatives and investments.Cross-Functional LeadershipCollaborate with Paid Media, CRM, Ecommerce, Brand, Retail, Finance, Analytics, Product, and Technology teams to align customer growth strategies.Influence enterprise-level decisions related to customer experience, personalization, and retention.Lead and develop a high-performing team focused on loyalty and retention marketing.Manage agency and vendor relationships as needed.Present performance updates, strategic recommendations, and growth opportunities to senior leadership.Qualifications8+ years of experience in loyalty, retention, CRM, lifecycle marketing, or customer growth roles, preferably within retail, ecommerce, fashion, beauty, or consumer brands.3+ years of people leadership experience managing high-performing teams.Proven success launching, building, or scaling loyalty programs that drive measurable business impact, with experience working in early-stage or evolving loyalty environments versus only highly mature programs.Demonstrated ability to operate both strategically and tactically, with a willingness to roll up their sleeves and actively contribute to execution, testing, optimization, and cross-functional problem solving.Deep understanding of customer lifecycle strategy, retention marketing, customer segmentation, and personalization.Strong analytical mindset with experience leveraging customer data to drive decision-making.Experience partnering cross-functionally with CRM, Paid Media, Ecommerce, Product, Analytics, and Technology teams.Strong executive communication and presentation skills.Ability to balance strategic vision with operational execution.Experience with loyalty platforms, CDPs, CRM platforms, analytics tools, and marketing technology ecosystems preferred.Success MetricsLoyalty member acquisition and active engagementRepeat purchase rate and purchase frequencyCustomer retention and reactivation ratesCustomer lifetime value growthIncremental revenue from loyalty and retention initiativesLoyalty program participation and redemption metricsChurn reduction and customer health improvementsCross-channel customer engagement performanceLeadership CompetenciesCustomer-first mindsetStrategic and data-driven decision makingCollaborative cross-functional leadershipInnovation and continuous optimizationStrong organizational and project management skillsAbility to influence across teams and levelsBias for action and results orientationReporting StructureReports to: VP of MarketingPeer Functions: Paid Media, CRMPotential Direct Reports (not currently in place): Loyalty Manager, Retention Manager, Lifecycle Marketing Specialists, or Analytics supportIdeal Candidate ProfileThe ideal candidate is equal parts strategist, operator, and customer advocate. They understand how to build emotional loyalty while also driving measurable business performance. They have experience helping launch or evolve loyalty programs during foundational stages and are energized by building capabilities, processes, and strategies from the ground up. They are comfortable navigating both high-level growth strategy and day-to-day execution, and thrive in highly collaborative, cross-functional environments where customer experience and revenue growth are tightly connected. This person leads through influence and action — willing to roll up their sleeves (especially as team is built out) to help move the business forward while also setting the long-term vision for customer retention and loyalty growth.We are an equal opportunity employer and value diversity at our company.  DivisionHome Office LocationCorporate Office Employees Position TypeFull Time Zip Code78756CityAustinStateTexas Workplace TypeOn-site Department: MARKETING OPERATIONS