Director Loyalty
Director Loyalty
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Job Description
As the Director of Loyalty you will be responsible for refining and scaling the Indigo loyalty program to enhance data capture deepen customer engagement and drive profitable revenue growth. The role will focus heavily on using data to develop loyalty strategies that reflect booklovers behaviours and preferences. The role is directly accountable for measurable business outcomes and the performance and profitability of the loyalty program.
KEY PERFORMANCE METRICS
- Achieve full active enrollment in the loyalty program.
- Reach a high level of loyalty program penetration within the first year.
- Drive consistent year-over-year growth in first-party data collection.
- Expand the email marketing database.
- Improve mobile acquisition rates significantly.
- Enhance the completeness of loyalty member data.
- Increase purchase frequency among loyalty members.
- Boost average order value for loyalty members compared to non-members.
- Launch strategic partnerships to add value for members.
- Implement a quarterly A/B testing strategy to optimize performance.
- Foster strong team engagement and collaboration.
KEY ACCOUNTABILITIES
Strategic
- Maintain a high level of strategic foresight by identifying customer and business needs and adjusting departmental and team objectives accordingly.
- Design and optimize a multi-tiered loyalty program aligned with the values of book-loving customers.
- Build data pipelines that collect member preferences interests and behaviour across channels.
- Deliver personalized offers content and experiences that reflect member interests and reading behaviour.
- Identify negotiate and manage external partnerships that add value to members differentiate the loyalty experience and expand program reach. Examples include:
- Publisher collaborations for early releases signed editions or exclusive content
- Cultural and educational institutions offering member discounts or access
- Lifestyle brands offering relevant member perks (e.g. journals coffee travel)
Functional
- Run regular experimentation on reward structures messaging and offers to drive continuous improvement and improved profitability.
- Ensure the execution of team deliverables and adjust team priorities in response to changing needs.
- Set/adhere to team budgets as applicable
- Challenge the status quo by consistently identifying areas for improvement diagnosing issues and working to resolve them.
People
- Builds and sustains a highly engaged department with appropriate succession plans.
- Attracts and develops high-quality talent (As).
- Inspires customer-focused process and systems thinking in Indigos teams.
- Collaborates with others to drive flexible and iterative solutions quickly and easily.
- Encourages others to share their perspectives and be open to feedback freely.
Cultural
- Instills a culture of customer-first and process/systems thinking.
- Models Indigos guiding principles and convey an image of opportunity and positivity.
- Celebrates diversity of thought and has an open mindset.
- Embraces champions and influences change through your team and/or the organization.
SCOPE
Reports to: Chief Marketing Officer
KEY RELATIONSHIPS
Internal:
- Marketing Leadership Team
- Retail strategy & Operations
- In-Store & Online Merchandising
- Customer Insights & Analytics
- Finance
- Information Technology Digital Product
External:
- Technical Vendor for Loyalty
- Potential Loyalty Benefits Partners
Qualifications :
Work Experience / Education / Certifications
- Bachelors degree in Marketing Business Data Analytics or a related discipline; MBA considered an asset.
- 8 years of experience in loyalty marketing CRM or customer strategy with a retail or content-driven brand.
- Deep experience using customer data to shape engagement strategies.
- Demonstrated ability to develop and scale loyalty partnerships.
- Proficiency with CRM loyalty platforms and testing tools.
- Strong people leadership and project management skills.
Competencies / Skills / Attributes
- Passion for books reading culture and creating community-centered experiences
- Strong drive and results oriented with a focus on continual improvement
- Creative and innovative approach to problem solving
- Ability to collaborate and build strong relationships with cross-functional partners
Additional Information :
At Indigo we are committed to our communities our customers and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer which highly values your diverse backgrounds experiences and perspectives. We believe that you in all your uniqueness belong at Indigo. We welcome all applicants and encourage applications from individuals who identify as Black Indigenous a person of colour LGBTQ2 and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at if you require an accommodation at any time during the recruitment process.
WELCOME HOME
Remote Work :
No
Employment Type :
Full-time
Employment Type
Full-time
