Own and evolve Potbelly's loyalty CRM program, driving lifecycle strategy and multi-year experimentation to boost engagement and revenue.

• Own and evolve the loyalty and CRM strategy, including lifecycle marketing vision, personalization strategy, and long-term roadmap.
• Develop and manage a multi-year testing and learning agenda to continuously improve customer engagement and lifetime value.
• Identify and prioritize high-impact opportunities across acquisition, onboarding, engagement, retention, and reactivation.
• Oversee the design and execution of complex, automated lifecycle journeys across Paytronix, Braze, and other engagement platforms.
• Lead audience strategy, segmentation frameworks, and offer optimization to drive incremental revenue and behavior change.
• Ensure seamless orchestration of omnichannel campaigns across email, SMS/MMS, push, and in-app messaging.
• Establish and monitor KPIs and success metrics (LTV, frequency, retention, conversion, ROI).
• Lead advanced experimentation strategies (A/B, multivariate testing) and translate insights into scalable improvements.
• Partner with analytics and data teams to enhance customer data architecture, segmentation, and predictive modeling.
• Serve as the primary liaison between Marketing, IT, Product, POS, and Operations to align on priorities and execution.

Requirements

• Bachelor’s degree in Business, Marketing, or related field required
• MBA or advanced degree preferred
• 6–8+ years of experience in CRM, loyalty, lifecycle marketing, or related roles
• Proven experience owning CRM/loyalty strategy and roadmap development
• Deep expertise in marketing automation platforms (Braze required; Paytronix or similar strongly preferred)
• Extensive experience in audience segmentation, journey orchestration, and offer strategy
• Demonstrated success leading testing and optimization programs at scale
• Experience working in QSR, retail, ecommerce, hospitality, or consumer brands
• Strong understanding of customer data architecture, personalization, and martech ecosystems
• Experience with AI/ML-driven marketing, predictive modeling, or recommendation engines preferred

Preferred

• MBA or advanced degree preferred
• Experience with AI/ML-driven marketing, predictive modeling, or recommendation engines preferred
• Paytronix or similar platform experience strongly preferred