Loyalty Marketing Manager

SUMMARY
The Loyalty Marketing Manager leads the strategy, execution, and optimization of the Buff Rewards Loyalty Program, driving guest engagement, frequency, and lifetime value across national and local initiatives. This role owns CRM campaign execution end‑to‑end and leverages first‑party data, analytics, and marketing technology to deliver personalized, measurable results. The ideal candidate is both strategic and hands‑on, combining strong operational discipline with data‑driven insight, and partners effectively with executives, franchise owners, and cross‑functional teams to align loyalty initiatives with business objectives..

KEY RESPONSIBILITIES

• Lead the end-to-end strategy for guest communications across all touchpoints to enhance the Buff Rewards experience.


• Drive loyalty engagement, database growth, and personalized activations that increase sales, traffic, and customer lifetime value.


• Serve as subject‑matter expert on loyalty trends, competitive dynamics, program processes, and enabling technologies; recommend program evolution and innovation.


• Identify and implement marketing technology solutions that enable scalable execution and actionable insight.


• Own planning and flawless execution of all loyalty and CRM initiatives, including campaign ideation, creative briefing, audience segmentation, scheduling, QA, deployment, and post‑campaign analysis.


• Design, deploy, and optimize CRM messaging and offers using first‑party data and loyalty insights via in‑house and partner tools.


• Develop and manage campaign timelines and cross‑functional milestones to ensure on‑time delivery and alignment with business priorities.


• Monitor performance, evaluate national and local campaign effectiveness, and translate insights into clear optimization recommendations.


• Use loyalty BI tools and the data warehouse to run queries, build KPI dashboards, and track customer behaviors including retention, acquisition, conversion, and basket size.


• Report real‑time results for loyalty offers and promotional strategies; conduct ad hoc analyses to support business and franchisee needs.


• Partner with Finance on Marketing Scorecards, Operating Reviews, and Board‑level reporting.


• Collaborate with GA Insights, IT, and Ecommerce to support loyalty integration efforts and help establish a 360‑degree view of the customer. 


• Partner with analytics, digital, operations, creative, IT, agencies, and franchise stakeholders to align national and local strategies using guest insights and operational needs.


• Champion the loyalty program internally, driving education, adoption, and continuous improvement.


• Manage external vendors and agencies supporting loyalty execution; assist with hiring and onboarding for supporting roles as needed.

QUALIFICATIONS

• 5–7 years of experience in loyalty marketing, CRM, lifecycle marketing, or customer analytics within a retail, consumer, or multi‑location environment.


• Proven experience leading end‑to‑end CRM and loyalty campaigns, including segmentation, deployment, optimization, and performance measurement across email, SMS, and digital channels


• Strong analytical capability with hands‑on experience using BI tools, data warehouses, and customer analytics to drive strategy and measure impact.


• Demonstrated success leveraging first‑party data to improve guest engagement, retention, and lifetime value.


• Experience managing complex cross‑functional projects with stakeholders across marketing, analytics, creative, operations, IT, and finance.


• Ability to translate data and insights into clear, actionable recommendations for senior leaders and franchise partners.


• Excellent organizational, communication, and prioritization skills with a high level of accountability and attention to detail.


• Self-starter who thrives in a fast-paced, changing environment and responds with an appropriate sense of urgency.