Senior Manager, Loyalty

Come join the Tillamook Team, one of the fastest-growing dairy brands in the US, where we Play to Win to create over 200 dairy products in 7 different categories: cheese, ice cream, yogurt, sour cream, butter, cream cheese and frozen meals. Our Uncompromising Quality has led us to become the #1 Cheddar, #2 Cream Cheese and #3 Family Size Ice Cream brand, but we're not stopping there. We're loading up for our best years to come and want you to join us.


As a farmer-owned cooperative since 1909, we know that being Good Stewards for our stakeholders and doing a little extra always pays off. We're looking for team members with a One Team and Genuine Care mindset who are inspired to share the delight of the Tillamook brand with each other and others every day.


What you will do:

The Sr. Manager, Loyalty is a critical leader on the Tillamook Brand Marketing team, responsible for shaping and delivering a differentiated, brand-led loyalty ecosystem that deepens emotional connection, builds fan devotion, and drives retention and lifetime value.

This role goes beyond traditional transactional programs-defining how Tillamook engages, recognizes, and rewards consumers across the full experience, including the Creamery, mobile app, email, digital platforms, and Consumer Relations. As a builder of an emerging capability, this leader brings structure to ambiguity-establishing strategy, defining operating approaches, and aligning cross-functional partners across Marketing, Martech, and DTC to deliver against a clear vision and roadmap.

Operating with a high degree of autonomy, the Sr. Manager leads both strategy and execution, influences product and channel direction, and makes critical tradeoff decisions to ensure loyalty is effectively embedded across the organization, driving measurable impact on both business performance and key brand health metrics.

Here's a day in the life:

LOYALTY

• Own, evolve and lead execution of the vision and roadmap for Tillamook's loyalty ecosystem, focused on building long-term consumer relationships, emotional connection, and repeat engagement through brand-led, experiential programming, beyond transactional incentives.
• Drive recruitment, retention, and fan devotion by developing consumer-centric programs and leading activation across key touchpoints, including email, Creamery/DTC, mobile app, web, social, and consumer relations
• Ensure excellence in loyalty execution across channels, including campaign development, launch planning, and ongoing optimization
• Own performance against key loyalty and brand health metrics, including engagement, recommend, trust, retention, repeat rate, and consumer lifetime value
• Manage annual budgets across loyalty, email marketing, and Consumer Relations (CTLC)
• Set priorities and make tradeoff decisions across loyalty initiatives, balancing competing priorities, resource constraints, and enterprise needs to create clarity and forward momentum in an evolving, cross-functional environment
• Define and evolve ways of working, operating cadence, and decision frameworks across cross-functional teams to ensure clarity, speed, and accountability in execution

INTEGRATED MARKETING

• Serve as the loyalty lead within integrated marketing planning, embedding consumer-led insights, strategy, and program ideas into seasonal and annual planning and identifying opportunities to deepening brand connection and first-party data capture
• Lead cross-functional alignment and execution of integrated loyalty plans, working with Brand, Martech, DTC, Category, agencies, and marketing leadership to deliver against shared plans and priorities
• Influence channel strategies and integration, building strong cross-functional relationships to ensure loyalty is consistently embedded across key touchpoints
• Provide strategic direction for Email and CTLC through team leaders, guiding lifecycle strategy, campaign development, and program execution in alignment with loyalty and integrated marketing priorities

CRM AND FIRST PARTY DATA

• Define and evolve the CRM and first-party data strategy as a core enabler of loyalty, driving growth in data capture, audience understanding, and lifecycle engagement
• Partner with Marketing Technology to activate data and platforms, delivering personalization, segmentation, and test-and-learn strategies across email, CTLC, and loyalty initiatives
• Integrate CRM and first-party data into loyalty programs and marketing initiatives, ensuring strategies are effectively operationalized and delivered across the end-to-end consumer journey
• Drive data-informed optimization, leveraging insights from loyalty programs, email, Consumer Relations and other channels to continuously refine campaigns, programs, and lifecycle performance
• Partner with Consumer Insights to translate insights into action, applying learnings on behaviors, motivations, and pathways to loyalty into strategies that grow and engage high-value audiences

PEOPLE LEADERSHIP

• Lead and develop Email and Consumer Relations (CTLC) teams, building strategic capability and performance
• Coach and develop team leaders, setting clear expectations, driving stronger outcomes, and helping them translate insights into actions that elevate strategic thinking and impact across marketing and loyalty initiatives
• Set clear direction and accountability for outputs, ensuring team performance translates into high-quality delivery against loyalty roadmap and marketing priorities. Hold team leaders accountable for outcomes, quality of work, and pace of delivery.
• Elevate Consumer Relations beyond traditional service, achieving high standards for SLA's while also driving emotionally connected, brand-building experiences

AGENCY MANAGEMENT

• Directly and indirectly manage agency partners (email, digital), setting clear direction and holding teams accountable for high-quality execution
• Drive execution with agencies and internal teams on key initiatives, elevating channel performance and output
• Define scope and requirements for loyalty and lifecycle programs, ensuring deliverables drive engagement and performance against key KPIs
• Guide agency performance and investment, including scopes of work, budgets, and cross-functional alignment

CONSUMER TRENDS, ANALYTICS AND INSIGHTS

• Stay current on consumer trends, insights, and behaviors, applying learnings to inform loyalty program development, and integrated marketing efforts
• Partner with Consumer Insights (CMI) to define measurement frameworks and learning agendas, ensuring insights are translated into actionable plans that drive engagement, retention, and brand affinity
• Guide development of analytics and crate loyalty reporting, connecting insights across the lifecycle to inform decisions and improve performance
• Translate insights into action, identifying opportunities and driving optimizations that strengthen loyalty outcomes and marketing effectiveness

Knowledge, skills, and abilities:

EDUCATION: Bachelor's degree in marketing, communications, or related field required

EXPERIENCE:

• 7+ years in marketing, loyalty, CRM, or consumer lifecycle/retention, with direct ownership of loyalty or lifecycle programs
• 3-5 years of people leadership, including managing direct reports and leading cross-functional teams
• Proven ability to translate brand and consumer insights into differentiated, high-impact loyalty or engagement strategies
• Deep understanding of CRM, lifecycle marketing, and cross-channel engagement (email, mobile, web)
• Experience partnering with product and/or marketing technology teams to define strategy and requirements (not hands-on technical execution)
• Track record of building or evolving programs/capabilities that require cross-functional alignment, new processes, and behavior change
• Experience introducing new approaches that drive measurable business impact
• Food/CPG industry experience a plus
• Willingness to travel periodically and support occasional off-hours needs
• Strong ownership mindset with ability to balance strategic leadership and hands-on execution
• Ability to translate analytics and consumer insights into actionable strategies and measurable outcomes
• Working knowledge of CDPs and marketing ecosystem tools (ESP, analytics, CMS, etc.)
• Excellent communication and influence skills across diverse cross-functional partners
• Ability to lead through ambiguity, drive alignment, and make clear tradeoff decisions
• Strong problem-solving, judgment, and conflict resolution skills
• Highly organized with strong attention to detail; able to manage multiple priorities under pressure
• Proficient in core business tools (e.g., Microsoft Office); familiarity with digital marketing platforms a plus

Industry leading benefit and reward programs:

We offer outstanding benefits to our employees. For more information, please visit the careers page:

We are committed to creating a culture of inclusion where all employees are heard, valued and feel a sense of belonging. We rely on different perspectives, thoughts, backgrounds and cultures to inform our work, to help us be better as a brand and as an employer and to fuel our success. We are seeking talent from a wide range of diversity, perspectives, and backgrounds to join our exceptional organization and help us build our future.


Tillamook County Creamery Association (TCCA) is a Drug-Free Workplace. EEO

TCCA prohibits discrimination and harassment of any type and affords equal employment opportunities to employees and applicants without regard to age, race, color, religion, national origin, sexual orientation, gender or gender identity, disability status (including those related to pregnancy and childbirth), protected veteran status, membership/non-membership in a labor organization, or any other characteristic protected by law.

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