Responsibilities

• Own the end-to-end marketing strategy for the loyalty program, including value proposition development, member segmentation, lifecycle messaging, and benefit communication.
• Translate enterprise and brand strategies into actionable loyalty marketing plans — covering enrollment, engagement, retention, and redemption.
• Develop and maintain clear, customer-centric messaging frameworks that articulate loyalty program benefits across all marketing touchpoints.
• Champion the loyalty member experience within marketing, ensuring campaigns reflect a deep understanding of member behaviors, motivations, and needs.
• Support go-to-market planning for new loyalty features, program enhancements, and strategic customer-value products as they are introduced
• Lead annual and quarterly marketing planning for loyalty and digital initiatives, aligning timelines and priorities with broader brand and merchandising calendars.
• Build integrated campaign plans that connect loyalty priorities with promotional, seasonal, and enterprise marketing strategies.
• Partner with channel owners to activate campaigns across email, app, web, paid media, and in-store environments.
• Ensure loyalty messaging is consistently represented and optimized across all owned and paid channels.
• Brief creative teams on loyalty-specific messaging, customer insights, program mechanics, and success metrics.
• Oversee campaign development from concept through launch, ensuring quality, clarity, and brand alignment.
• Manage timelines, approvals, and cross-functional coordination to deliver campaigns on schedule and within scope.
• Develop compelling member communications for loyalty milestones, rewards events, and program updates.
• Define marketing KPIs tied to loyalty enrollment, engagement, retention, and incremental spend.
• Analyze campaign and channel performance and translate insights into clear, actionable recommendations.
• Apply test-and-learn methodologies — including offer testing, message testing, and audience segmentation — to continuously improve loyalty marketing effectiveness.
• Monitor competitive loyalty landscape and emerging industry trends to inform strategy.
• Communicate marketing plans, performance results, and strategic recommendations to the Director of Marketing Strategy & Planning and other business leaders.
• Influence cross-functional priorities by representing the customer and loyalty marketing perspective.

Requirements

• Demonstrated experience in loyalty program marketing, CRM, or retention marketing — strongly preferred.
• Strong understanding of loyalty program mechanics, member lifecycle strategy, and customer engagement best practices.
• Familiarity with financial products, co-branded programs, or customer-value partnerships is a plus.
• Excellent written and verbal communication skills; ability to distill complex program benefits into clear, compelling messaging.
• Analytical mindset with experience using data to drive marketing decisions and optimize performance.
• Detail oriented, self-starter who thrives in a fast-paced, cross-functional environment.
• Strong project management skills with the ability to manage multiple campaigns and deadlines simultaneously.
• Experience in campaign design, development, and management across digital and traditional channels.
• Bachelor's degree in Marketing, Communications, or a related field preferred.
• At least five years of marketing experience, with demonstrated experience in loyalty program marketing, CRM, retention marketing, or a closely related discipline strongly preferred.

Nice To Have

• Prior experience with retail loyalty programs or consumer rewards ecosystems.
• Experience collaborating with product, technology, and operations teams.