Director, Loyalty & Membership

Responsibilities

• Translate the approved OCVIBE membership strategy and framework into an executable multi-year program roadmap.
• Own the integrated loyalty roadmap across program operations, member experience, platform capabilities, lifecycle engagement and organizational readiness.
• Identify capability, process, resource and organizational requirements needed to scale the program.
• Partner with relationship owners on the introduction and activation of new statuses, ensuring the membership platform consistently recognizes and operationalizes those relationships.
• Own the member journey — Join (acquisition/enrollment), Attend (activation), Drive (retention) — and the behavioral objectives within each stage, including cross-pollination across OCVIBE experiences and participation across the district, not just within a single business.
• Translate Join, Attend and Drive objectives into executable journeys, audiences, triggers, offers, communications and recognition mechanics in partnership with the teams that own the underlying customer relationships and channels.
• Own the integrated member recognition experience, ensuring statuses, recognition, achievements and associated entitlements are consistently activated, surfaced and communicated across the member journey.
• Establish the day-to-day operating model for OCVIBE Loyalty, including workflows, SLAs, approvals, escalation paths and recurring operating cadences.
• Lead end-to-end launch readiness across program, marketing, digital product, CRM, data, technology, venue operations and participating businesses.
• Establish campaign and offer intake, configuration, QA, approval, launch and post-launch review processes.

Requirements

• 8+ years in loyalty, membership, or lifecycle marketing roles, spanning both strategy and hands-on program execution.
• Experience building or materially scaling a loyalty, membership or lifecycle program in a complex consumer environment such as hospitality, sports/entertainment, retail or mixed-use destinations.
• Experience operating complex programs across multiple business units, brands, operators or partners with distributed ownership.
• Strong commercial and financial fluency, with the ability to evaluate promotional economics, offer funding, incrementality and business cases across multiple P&Ls.
• Demonstrated ability to establish governance, decision rights and cross-functional operating rhythms in matrixed organizations.
• Track record of driving outcomes through cross-functional influence rather than direct authority.
• Experience taking a loyalty or membership program from strategy and requirements through implementation, launch and ongoing operations.
• Working knowledge of loyalty/membership platforms, CRM, identity, audience segmentation and guest data concepts, with ability to translate business needs into platform, data and integration requirements.
• Experience with the LAVA loyalty platform is a plus.
• Exceptional executive communication, stakeholder management, program leadership and organizational skills, with the ability to create clarity and drive decisions in ambiguous, cross-functional environments.

Preferred

• Experience with the LAVA loyalty platform is a plus.