Senior Manager, Loyalty & CRM

The Senior Manager, Loyalty & CRM is responsible for leading loyalty and customer relationship marketing programs that deliver personalized experiences through a rewards program and owned digital channels. This role directs strategy, planning, execution, and continuous improvement of campaigns using modern marketing technology platforms such as Braze, third-party loyalty systems, and analytics tools. The position manages agency partners and two in-house team members focused on technical execution, while ensuring all campaigns and offers are accurate, on-brand, and optimized for performance.

• Define and implement loyalty strategies that drive member acquisition, engagement, and long-term retention.
• Lead the development of targeted initiatives including gated promotions, gamified experiences, enrollment incentives, and bonus point programs.
• Stay current on loyalty, personalization, and CRM trends, sharing best practices across marketing and digital teams.

• Design and refine lifecycle journeys to grow and retain members, partnering with analytics, merchandising, and brand teams on segmentation, offers, and creative direction.
• Set strategy and oversee execution across email, push notifications, in-app messaging, and SMS channels.
• Partner with promotions and merchandising teams to align couponing and offers with the in-app experience.
• Own the planning calendar for loyalty offers and personalized messaging across all owned channels.
• Use behavioral, transactional, and contextual data to build audience segments and targeting rules.
• Ensure campaigns are launched accurately and on schedule, including audience setup, offer configuration, and delivery.
• Oversee CRM workflows and canvases, including build, QA, and deployment, as well as loyalty-platform offer setup and validation.
• Provide final review and approval of all campaigns and offers prior to launch to ensure quality and brand consistency.

• Work closely with product leaders to prioritize features and data enhancements that improve personalization and digital experiences, and support user acceptance testing.
• Communicate campaign plans and results to mobile, operations, support, and merchandising teams to align execution.
• Collaborate with IT, finance, creative, merchandising, and agency partners to deliver programs on time and within budget.

• Partner with analytics teams to define success metrics and evaluate performance, including engagement, margin, and profitability.
• Apply insights to refine future campaigns and increase marketing efficiency.
• Identify opportunities to streamline processes and enhance personalization capabilities.

• Coach and develop two direct reports responsible for technical campaign and offer execution.
• Lead the migration from a legacy loyalty system to a new platform, ensuring minimal disruption to customers.
• Troubleshoot campaign or offer issues, assess impact, and implement corrective actions quickly.
• Manage agency relationships and oversee associated spend.