Responsibilities

• - Serve as the executive owner of email, SMS, push and other direct channels, setting strategic direction, representing performance and priorities, and providing a clear point of view on how CRM channels can drive customer demand, customer engagement and business outcomes.
• - Provide strategic oversight of CRM campaign planning, ensuring plans are grounded in clear objectives, audience and channel strategies, and compelling customer communications.
• - Partner across Brand, Media, Marketing, Creative and Digital teams to integrate CRM into cohesive omnichannel plans that support broader commercial and operational priorities.
• - Ensure strong CRM campaign execution, including development, QA & operational deployment, maintaining high standards of operational excellence & deliverability.
• - Champion the modernization of CRM capabilities and ways of working, advancing automation, AI-enabled decisioning and the operating model to improve efficiency and personalization.
• - Lead the enterprise strategy for the Treats Rewards program, including the member experience, member benefits and long-term roadmap to deepen customer relationships, increase engagement & strengthen customer lifetime value.
• - Identify opportunities to increase member engagement and strengthen the value of Treats Rewards for both customers and the business, in partnership with Commercial and Operational teams.
• - Lead the development of loyalty initiatives, experiences and benefits that provide meaningful customer value and direct business outcomes.
• - Own the core program economics for Treats Rewards, ensuring its benefits deliver meaningful customer value and sustainable business returns.
• - Monitor customer expectations, competitive programs and industry trends to inform the continued evolution of the loyalty program.

Requirements

• 12+ years of progressive experience in strategic marketing, CRM, loyalty, lifecycle marketing, customer strategy or related areas, ideally within a retail, CPG or omnichannel organization.
• Proven ability to connect CRM and loyalty strategies with media and broader marketing activity to create cohesive omnichannel customer experiences.
• Deep understanding of audience strategy, customer lifecycle management, segmentation, personalization, testing and contact strategy.
• Proven financial & analytical acumen, with a track record of translating customer insights into business strategies and programs that create customer engagement, sales and lifetime value.
• Proven leadership presence, communication skills, and ability to influence across all organizational levels.
• Experience leading large teams in a matrixed, fast-paced environment.