Responsibilities

• Develop a multi-year strategic roadmap for Love's 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.
• 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).

Requirements

• 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.
• Excellent communication and presentation skills with ability to translate complex customer data and program mechanics into clear business narratives for executive audiences.
• Strategic thinker with strong business acumen and ability to balance long-term vision with near-term execution.

Nice To Have

• Experience in high-frequency, multi-location retail or travel/hospitality environments with both B2B and B2C customer segments.
• Familiarity with retail media networks and how loyalty data can activate advertising and partnership revenue opportunities.
• Experience with advanced personalization technologies including AI/ML-driven recommendations, predictive analytics, or real-time decisioning engines.
• Knowledge of privacy regulations (CCPA, GDPR) and best practices for customer data governance in marketing contexts.
• Direct experience in fuel/convenience retail, truck stop, or travel center industries with understanding of professional driver and casual traveler segments.

Benefits

• Fuel Your Growth with Love's - company funded tuition assistance
• Paid Time Off
• 401(k) – 100% Match up to 5%
• Medical/Dental/Vision Insurance after 30 days
• Competitive Pay Career Development