Responsibilities - Loyalty, Retention & Guest Growth - Lead loyalty engagement, retention, reactivation, and member growth strategies - Develop strategies that increase guest frequency, engagement, and lifetime value - Identify opportunities to strengthen loyalty member acquisition, onboarding, activation, and retention - Recommend enhancements to loyalty benefits, rewards, offers, and engagement initiatives - Partner across teams to ensure loyalty strategies align with broader business objectives and growth priorities - Audience Strategy & Personalization - Own audience strategy, segmentation frameworks, and targeting approaches - Develop personalization strategies across digital, loyalty, and customer engagement touchpoints - Define audience eligibility, prioritization, and engagement approaches - Recommend guest-centric offer and engagement strategies based on behavior, value, and business objectives - Ensure a consistent decisioning approach across customer touchpoints and channels - Customer Engagement Strategy & Governance - Own customer engagement strategy across email, SMS, push, loyalty, and other guest touchpoints - Establish audience governance, contact strategy, exclusion rules, prioritization frameworks, and lifecycle standards - Develop customer journey strategies and lifecycle engagement recommendations - Serve as the business owner and subject matter expert for customer engagement platforms and lifecycle marketing capabilities - Partner with activation teams and agency partners to ensure strategies are executed effectively and consistently - Decisioning & Growth Strategy - Translate guest intelligence into actionable business recommendations - Identify, prioritize, and communicate guest growth opportunities - Lead testing, experimentation, and optimization initiatives focused on guest behavior and engagement - Partner with Business Intelligence to prioritize analytical workstreams and evaluate results - Develop recommendations that influence loyalty, personalization, retention, and customer engagement strategies - Cross Functional Leadership - Partner with Business Intelligence, Brand, Digital, Paid Media, Operations, and agency partners to align priorities and growth strategies - Influence cross-channel activation through audience, personalization, loyalty, and engagement recommendations - Present insights, opportunities, and recommendations to leadership and cross-functional stakeholders - Champion guest-centric decision making across the organization - Help build the processes, capabilities, and operating model that support a more decisioning-led organization