Manager, CRM & Loyalty Growth

Responsibilities

• Identify customer growth opportunities. Analyze customer behavior, program performance, guest research, market trends, and competitive activity to uncover opportunities that can drive customer acquisition, engagement, retention, and ultimately, business growth.
• Develop strategies for prioritized growth initiatives. Transform business objectives, guest insights, and roadmap priorities into customer growth strategies with a clearly defined target customer, desired behavior, value proposition, and success criteria.
• Build business cases and quantify expected impact. Develop data-driven scenarios that estimate the customer and financial impact of strategic recommendations, including expected effects on acquisition, engagement, frequency, spend, retention, member growth, customer lifetime value, and revenue.
• Shape CRM and lifecycle marketing approaches. Recommend initiative-level approaches that motivate priority customer behaviors across acquisition, engagement, and retention while supporting revenue and long-term value creation.
• Develop personalization and offer approaches. Define audience, value proposition, and offer strategies that create relevant customer experiences and motivate priority behaviors while balancing customer value and business impact.
• Support loyalty program design, launch, and ongoing management. Translate the loyalty vision into program strategies, customer experiences, capability and business requirements, launch plans, and optimization priorities that strengthen member engagement, frequency, and value.
• Design testing and learning agendas. Define hypotheses, audience strategies, test designs, success measures, and learning plans that improve CRM and loyalty effectiveness and generate actionable insights for future initiatives and investment decisions.
• Establish measurement frameworks. Collaborate with internal and external partners to define KPIs, methodologies, assumptions, scenarios, and performance reporting that connect changes in customer behavior and frequency to transaction growth and broader business outcomes.
• Evaluate performance and refine future recommendations. Assess results, explain performance drivers, synthesize learnings, and recommend enhancements that improve outcomes and strengthen future CRM, lifecycle marketing, and loyalty initiatives.

Requirements

• 5-8+ years of experience in CRM, lifecycle marketing, loyalty, customer strategy, growth strategy, or a related field.
• Experience developing customer engagement, loyalty, retention, or customer growth strategies that deliver measurable customer and business outcomes.
• Demonstrated experience developing business cases and data-driven scenarios that quantify expected customer and financial outcomes, including key assumptions, risks, and tradeoffs.
• Strong knowledge of CRM, lifecycle marketing, loyalty, segmentation, personalization, offer strategy, customer retention, and customer value growth.
• Ability to translate customer insights, business objectives, and performance data into strategic recommendations, initiative plans, requirements, and success measures.
• Strong analytical and financial acumen, with the ability to pressure-test assumptions and refine impact estimates in partnership with Finance.
• Experience designing testing strategies and measurement frameworks that connect customer behavior to business performance.
• Ability to lead multiple strategic workstreams and drive progress across cross-functional teams from strategy through launch and optimization.
• Strong stakeholder management, influencing, and communication skills, including the ability to align partners, influence decisions without direct authority, and develop executive-ready recommendations that clearly communicate opportunities, assumptions, risks, tradeoffs, and expected impact.
• Working knowledge of CRM and marketing technology capabilities sufficient to inform business requirements and assess feasibility.

Preferred

• Restaurant, retail, consumer, or multi-unit experience preferred.

Benefits

• Competitive base pay with benefits including:
• Up to 4 weeks of vacation per year plus additional sick days
• Hybrid work schedule and year-round flex day Friday
• Up to 10 Paid Holidays + 1 Floating holidays
• The company provided Recharge Days to unplug and reenergize
• Competitive bonus program for eligible roles
• Recognition-based culture.
• Family Benefits:
• Comprehensive medical, dental, and vision benefits including prescription drug benefits & 100%
• preventative care starting on Day 1