Loyalty Marketing Manager

The Loyalty Marketing Manager will be responsible for developing and executing loyalty strategies that increase customer engagement frequency retention and traffic to deliver more sales from our Insider Perks members. They will work closely with Integrated Marketing Marketing Channel leads Customer Analytics Omni and Store teams and play a critical role in improving and personalizing the customer communications cross-channel. This role is responsible for overseeing both the day-to-day and long-term Insider Perks program strategy to drive profitable growth and increase customer loyalty and sales. This role will report to the Senior Director of CRM & Loyalty and is based in Coppell TX

ESSENTIAL FUNCTIONS

• Monitors key performance indicators related to loyalty program growth engagement and retention presenting regular performance insights to senior management

• Analyze and track key customer super-segments to drive higher customer lifetime value (more VIPs more credit card holders retaining more customers YoY etc.)

• In partnership with Channel Owners stand up and optimize cross-channel marketing programs/tactics aligned with customer super-segments

• Regular evaluation of loyalty program benefit usage (Customer Analytics dashboard) including reactivation opportunities customer feedback trends net-new benefit (testing) opportunities and competitive reviews/trends

• Owns all loyalty coupon reporting and partners with Channels to understand channel engagement and sustain/increase coupon usage YoY

• Continuous optimization of loyalty program benefit customer journeys/campaigns to increase benefit usage and CLV

• Drive the implementation and adoption of loyalty program cross-channel and ensure the loyalty strategy and branding is applied to all channels consistently

• Kick off and partner with Channels to brief in and execute loyalty campaigns (GWP loyalty offer testing customer engagement campaigns credit campaigns and more); confirm marketing support with channels write/edit campaign briefs of the overall campaign and receive Channel briefs from channels partner with PM Team for deadlines give creative feedback in GTM and channel reviews aggregate cross-channel and customer results post-campaign

• Partner with Creative Teams to KO loyalty program projects; write detailed thoughtful creative briefs that clearly explain the campaign give concise and actionable feedback to creative leads that aligns with overall campaign strategy and goals. Serve as final approver of loyalty campaign creative.

• Collaborate with Channel owners to implement ongoing customer segmentation strategy loyalty messaging and analytical insights across touchpoints (Email SMS Push Paid Omni Social Store Signage/Store Ops)

• Own website language related to acquisition vs. retention customer messaging; partner with Omni Team to brief accordingly and continue to increase loyalty messaging and improve customer experience on

• Partner with Analytics Teams to conduct analytical deep dives that derive actionable insights for Channels (coupon user GWP user etc)

• Serve as the loyalty liaison with Store Ops and Field Leadership to educate and inspire them about the loyalty program campaigns and derive consistent customer feedback

• Deep understanding of our Customer Data: Connecting campaign requirements to the data that fuels them: collaborate with MarTech Customer Analytics IT & Omni Teams to define data and reporting needs

• Ability to consider the customer journey from a holistic view; can zoom out on marketing touchpoints to understand their place in the end-to-end experience of the customer

• Establishes communication channels for receiving and acting upon program feedback ensuring continuous program enhancements align with customer needs and business strategies

• Helps manage the Loyalty program budget including research of net-new campaigns to drive further customer activation

QUALIFICATIONS

• 5 years of digital marketing experience or loyalty marketing experience (retail or eCommerce preferred)

• Analytically minded but is a marketer by trade

• Proven ability to utilize customer and behavioral data to drive compelling and relevant customer communications strategies that drive business outcomes

• Strong analytical mindset; with an obsession for tapping into the power of primary data

• Demonstrates a proactive mindset which includes constant testing learning and iterating and have proven examples of how you have used this to deliver meaningful results

• Customer centric and understand the need to put customers behavior at the center of all programs and engage with them seamlessly across all touch points in real-time

• Deep understanding of CRM/data structures and how they work together to create comprehensive and effective customer journeys

• Use marketing automation and channel nurturing to engage and reactivate customers across their journey

• Skilled in both process management and in requirement building

• Detail-oriented self-starter curious and innovative mindset with the ability to react quickly to changing priorities without full guidance

• Expertise in Customer Lifetime Value (LTV) customer journey analysis segmentations etc.

• Proven experience working cross-functionally with Data Science and Analytics teams.

• Familiar with digital platforms (i.e. Google Analytics Adobe Analytics Salesforce Marketing Cloud)

• Strong verbal/written communication and presentation skills across the business

• Uses resources effectively to generate solutions; takes initiative when resolving problems.