Are you ready to take marketing to the next level and have a blast doing it? We’re on the hunt for a Senior Director, Customer Marketing & Loyalty who thrives in vibrant environments where big ideas and bold moves are celebrated. Step into a high-energy leadership role at our start-up spirited company, where you’ll be at the heart of shaping our customer marketing strategy and building out a talented team of experts. You’ll get to design and drive the entire loyalty journey — building engaging campaigns, exciting rewards, and memorable customer experiences that keep customers coming back for more. As the architect of the loyalty ecosystem, you’ll ensure every customer interaction feels personal and rewarding.
Loyalty Strategy & Program Management
•Develop a multi-year strategic roadmap for loyalty program, where every step brings fresh excitement—think evolving value propositions, tier structures, personalized rewards, gamification, and mutually beneficial partnerships.
•Full leadership of P&L accountability for loyalty program financials, with a focus on member acquisition and engagement rates and profitable investment in program amenities.
•Join forces with Marketing Analytics to set KPIs and measurement frameworks, tracking the trends of member penetration, active engagement, spend lift, retention, and lifetime value
•Keep the loyalty value exchange rewarding and fun, balancing member delight, financial sustainability, and game-changing behavior shifts.
•Strategically develop business cases for new features, partnerships, and marketing pushes.
Acquisition, CRM & Lifecycle Marketing
•Full leadership of comprehensive lifecycle marketing strategy development across email, app push notifications, SMS, and in-store activations to attract new customers, onboard them quickly, keep them engaged and coming back for more, and win back any lapsed customers.
•Lead the channel strategy, content planning, campaign calendars, and performance optimization for all owned marketing channels.
•Lead Media partnership with Brand Marketing to launch integrated campaigns that blend paid acquisition with our own channel activations, making every touchpoint a a celebration of our brand.
•Own strategy optimization for paid Media channels and activation strategies.
•Champion the use of first-party customer data to create relevant, personalized experiences across all customer touchpoints (digital, in-store, fueling).
•Partner with Product/CX teams to bring loyalty and customer insights into app experience, website personalization, and in-store technology.
•Collaborate with Media Group to leverage loyalty data for retail media targeting, measurement, and partner value creation (while respecting privacy and governance standards).
•Work with Analytics and IT/Data teams to develop predictive models for churn risk, next-best-action, lifetime value scoring, and propensity modeling.
Qualifications
•Bachelor’s degree in Marketing, Business, Data Science, or related field (MBA preferred).
•12+ years of experience in customer marketing, CRM, or loyalty program management, with at least 5 years in a senior leadership role.
•Proven track record of building and scaling loyalty programs with measurable business impact, preferably in retail, travel, hospitality, convenience, or CPG industries.
•Deep expertise in lifecycle marketing, customer segmentation, marketing automation platforms, and multi-channel campaign orchestration.
•Leadership experience with media planning & measurement.
•Strong understanding of loyalty program economics including liability management, breakage, earn/burn modeling, and member value proposition design.
•Experience leading cross-functional initiatives and influencing senior stakeholders without direct authority.
•Demonstrated success building and managing high-performing teams of 5+ marketing professionals.
•Proficiency with CRM platforms (Salesforce, Braze, Iterable, or similar), customer data platforms, and marketing analytics tools.