Loyalty Program Manager

Overview

The Loyalty Program Manager is responsible for developing, implementing and optimizing the Company’s loyalty program to drive customer engagement, increase repeat visits, and enhance overall brand loyalty. This role requires a strategic thinker with strong analytical skills and a deep understanding of consumer behaviour in the convenience retail industry. The manager will collaborate with cross-functional teams to define the communications calendar and annual promotional plan to ensure the program aligns with business objectives while delivering measurable results.

• Program Management and Operations:
  Oversee day-to-day operations of the loyalty program, including enrollment, rewards and redemption process.
• Set cadence and tone, aligning communications and consistency of messaging across email, push, SMS, social and in-store touch points.
• Identify opportunities for program enhancements based on market trends and customer insights.
• Ensure all loyal activities comply with legal and regulatory requirements.
• Manage program budget and track ROI for all initiatives.
• Work closely with the Customer Experience Coordinator and the Data & Insights Analyst.

• Collaborate with the Marketing team to develop campaigns that promote loyalty program participation.
• Manage loyalty communication channels (email, SMS, app notifications) to engage members effectively.
• Set up a program monetization plan with vendors in collaboration with the VP of Retail Fuels, Head of Category and the Category Managers.
• Ensure all loyalty offers are aligned with member needs and business priorities.

• Monitor program performance using KPI’s such as enrollment rates, redemption activity and incremental sales across all channels.
• Conduct regular analysis to identify customer segments and optimize offers for maximum impact.

• Work with technology partners to maintain and enhance loyalty platform functionality.
• Evaluate, recommend and implement new tools or features to improve customer experience.

• Develop the overall training strategy and framework to support the loyalty program across all store locations (fuel and retail).
• Create design for structured training modules, guides and playbooks that outline program features, customer benefits, enrollment steps and service standards.
• Design training execution launch plan for new store staff to ensure consistent understanding and execution of loyalty initiatives.
• Oversee scalable training systems that support program evolution, including updates, new tiers, special offers and feature enhancements.
• Oversee the positions of Martech Loyalty Specialist and Data & Insights Analyst.

• Bachelor’s degree in Marketing, Business Administration or a related field.
• 3-5 years of experience managing loyalty programs, preferably in retail or fuel/convenience sectors.
• Strong analytical and problem-solving skills with proficiency in data-driven decision-making.
• Excellent project management and organizational skills.
• Familiarity with CRM systems, loyalty platforms and digital marketing tools.
• Strong communication and collaboration skills to work effectively across business groups.
• Experience with mobile app-based loyalty programs.
• Knowledge of customer segmentation and personalization strategies.
• Bilingualism in English and French is an asset.

• Salary range: $90,000-$105,000 CAD. Salaries are determined based on relevant skills and experience.
• Learn and collaborate with the best in the industry.
• Supportive colleagues and leaders who are passionate about providing exceptional service.
• Competitive compensation package.
• 3 weeks' vacation to start.
• Complete benefits program including health, medical, dental, and life insurance.
• RRSP plan with Company match from day one.
• “The perks” include employee gym membership reimbursement, discounts on motor fuels at our service stations, and purchases of equipment and heating oil.

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