Responsibilities

• Define and continually evolve the enterprise retention and loyalty strategy, aligning with company growth priorities, consumer needs, and regulatory constraints.
• Own the end-to-end journey framework (onboarding, adoption, replenishment, upgrade, win-back, advocacy) and ensure integration and synergy between CX Retention, Loyalty, and Product Care & Sustainability to deliver a seamless consumer journey.
• Lead the architecture of multi-tier, multi-category loyalty programs and benefits, ensuring scalable rules, offer governance, and adaptability to state-by-state requirements.
• Establish enterprise frameworks for segmentation, personalization, and engagement, including propensity models, churn prediction, and next-best-action decisioning to drive measurable lift.
• Define and govern a multi-year roadmap to expand programs from single-category to multi-category value exchange, including loyalty tiers, experiential benefits, and partner ecosystems.
• Oversee end-to-end program delivery from concept to launch and optimization, establishing operating cadence, experimentation (A/B and multivariate testing), and performance reporting to ensure sustained retention and brand equity impact.
• Lead, coach, and develop a team of managers and program owners (including CX Retention, Loyalty, and Product Care & Sustainability), setting clear priorities, success metrics, and accountability for outcomes.
• Build the retention and loyalty operating model (governance, intake/prioritization, OKRs, review cadence) and foster a high-performance culture with strong succession planning and capability building.
• Drive alignment across Consumer Experience, Marketing, Digital/Product, Analytics/Data Science, IT/PMI Tech, Finance, Legal, Compliance, and Field Operations to deliver integrated journey-based initiatives.
• Establish an insights-to-action rhythm, using dashboards and model outputs to drive prioritization decisions, remove obstacles, and communicate progress and tradeoffs to senior leadership.
• Own governance for retention and loyalty programs to ensure compliance with state-specific regulations, promotional constraints, and internal policies.
• Partner with Risk, Legal, Compliance, and Privacy to implement privacy-by-design practices (consent, preference management, data minimization) across channels and platforms.
• Ensure mystery shopping, sentiment analysis, trade-in, and sustainability programs are executed in accordance with regulations and that any AI-enabled decisioning is auditable, explainable where required, and appropriately governed.
• Drive innovation by identifying emerging trends in loyalty and retention (e.g., paid loyalty, partner ecosystems, experiential benefits) and translating them into scalable programs.
• Implement omnichannel journey orchestration and triggered engagement (event-based messaging, service recovery, NPS/VOC-driven interventions) to reduce churn and increase repeat behaviors.
• Ensure seamless integration of digital and offline experiences with consistent identity, offers, and service policies across owned and partner touchpoints.
• Lead adoption of AI/ML capabilities (churn and propensity modeling, uplift modeling, recommendation/next-best-action, offer optimization) and GenAI-enabled content operations (personalized copy variants, knowledge assist for agents) in partnership with Analytics and IT.
• Own retention and loyalty budgets and multi-year investment plans; build business cases, forecast impact, and optimize spend to maximize ROI and Brand Equity.
• Define vendor and platform strategy (loyalty engine, CRM, CDP, journey orchestration, analytics tooling), leading selection, contracting, and performance management in partnership with Procurement, IT, and Finance.
• Serve as the owner for retention and loyalty performance, delivering narrative and KPI reporting for senior leadership, recommending tradeoffs, and securing alignment on the roadmap.