Senior Director of Loyalty Marketing

Description

The company is rebuilding its customer loyalty program around two offerings: the company Dollars, a value-back dividend program, and the company Shine, a premium experience platform with daily perks, weekly rewards and occasional once-in-a-lifetime experiences. The program is new and highly visible, and the goal is to make the brand something customers want to stay with.

This senior role sits in the CMO organization and reports with direct visibility to the C-suite. You will build the marketing function and strategy from the ground up, including partnerships and activations.

The team is a community that listens, learns and works together, and the company is looking for experienced leaders to build a loyalty program that beats the best consumer programs in the market, not only telecom peers.

Responsibilities

• Act as the main loyalty strategist and subject matter expert for the enterprise, and regularly present program health, competitive position and financial impact to the C-suite and executive leadership so the work stays aligned with company goals.
• Build and lead a high-performing marketing team across product marketing, partnership management and retention, and attract strong talent to the function.
• Set the marketing strategy for the company Shine and the company Dollars, including the roadmap and timing for when and how each program delivers value to customers and sets the program apart.
• Lead the co-marketing strategy, choose partners that increase awareness and engagement in meaningful ways, and shape how the program is perceived overall.
• Oversee the marketing plan for the company Shine that creates regular, enjoyable moments for customers. Work with entertainment, sports, travel and emerging brands to secure and promote daily, weekly and once-in-a-lifetime experiences.
• Lead the full marketing strategy for the company Dollars and improve how customers earn, track and redeem value to increase engagement, retention and the perceived worth of the rewards.
• Design and run data-driven lifecycle and CRM campaigns that move passive users to active members, reduce churn and raise net promoter score.
• Work with Product and Business Strategy, Finance, Data Analytics and Corporate Partnerships to deliver a seamless experience in the My the company app and a financially sound rewards structure.
• Set KPIs with VCG to track program health, including redemption rates, program ROI, incremental revenue and customer lifetime value, and report on them.

Requirements

• 12 to 15+ years of progressive marketing experience, including at least 7+ years in a senior leadership role building and running large loyalty, rewards or subscription programs, such as in top-tier hospitality, airlines, premium credit cards or retail co-ops.
• Experience managing marketing and loyalty budgets in the millions of dollars, with a record of reducing churn, growing engagement and delivering significant revenue.
• Strong communication and presentation skills, and a proven ability to influence and report to C-level executives.
• Experience negotiating and running high-profile corporate partnerships and experiential marketing activations at scale.
• Comfort with customer data segmentation, financial modeling of loyalty programs, and using AI and predictive analytics to personalize rewards at enterprise scale.
• Bachelor's degree in Marketing, Business or a related field. An MBA or advanced degree is highly preferred.
• Deep understanding of pop culture, lifestyle trends and consumer psychology, and a sense of what makes an experience feel special and how to market it to a broad audience.
• Understanding of how a dividend or ledger-based reward system affects corporate balance sheets and customer behavior, and the ability to balance financial viability with customer enjoyment.
• A customer-first approach that keeps the experience simple, rewarding and stronger than anything else in the market.
• Comfort working in a fast-paced, high-stakes setting, building while launching and changing priorities as customer behavior and executive direction shift.

Conditions

This is a hybrid role at a location set by your manager, with work from home and at least three days per week in the office. You are responsible for following the hybrid work policies.

The role is full-time at 40 scheduled hours per week.

The annual base salary range is $190,500.00 to $332,000.00 for the listed locations, including New York. Pay depends on location and confirmed skills and experience. The role is incentive based, with potential to earn more.

The company is an equal opportunity employer.

Benefits

• Health and wellness coverage includes medical, dental, vision, short and long term disability, basic and supplemental life insurance, AD&D insurance, identity theft protection, pet insurance, and group home and auto insurance.
• A matched 401(k) plan, up to 8 company-paid holidays and up to 6 personal days per year, paid parental leave, adoption assistance and tuition assistance.
• Up to 15 days of vacation per year for new hires, which increases with service.
• Eligibility for premium pay such as overtime, shift differential, holiday pay and allowances, depending on the role.
• Part-time employees may be eligible for some of these benefits depending on their circumstances, and their pay is adjusted to their hours.