Director, CRM & Loyalty

Summary of Job Description:

The Director, CRM & Loyalty is accountable for growing customer lifetime value through industry-leading CRM strategy, lifecycle marketing, and loyalty program performance. This position is responsible for the guest engagement roadmap across first-party digital channels (email, push, in-app/web personalization) and partners cross-functionally to ensure the loyalty program drives profitable frequency, retention, and share-of-wallet—while maintaining operational integrity and a consistently great guest experience. The Director blends strategic leadership with operating discipline: setting segmentation and measurement standards, building a test-and-learn culture, and translating customer insights into scalable, automated journeys that are measurable and incrementality-driven. This position leads a team of professionals, developing their performance to support achievement of the company’s growth goals.

Job Responsibilities:

CRM Strategy & Lifecycle Marketing

• Responsible for the CRM vision, lifecycle journey strategy, and operating cadence to drive acquisition, retention, and reactivation across owned channels. Builds a scalable segmentation and targeting framework and lead a disciplined test-and-learn program to continuously improve relevance and incremental impact. Partners with brand/creative and channel owners to develop content, frequency, and deliverability standards that protect guest trust and drive performance.

Loyalty Program Strategy, Growth & Governance

• Responsible for loyalty strategy and roadmap, driving enrollment growth, active usage, frequency lift, and profitable member value. Defines loyalty economics and performance measurement with Analytics (incrementality, liability, earn/burn efficiency) and translates into clear priorities. Establishes program governance (policies, rules, operational readiness, and issue resolution) in partnership with Operations, Guest Care, and Legal/Compliance.

1:1 Personalization at Scale & Digital Experience Enablement

• Partners with Digital Product/Technology to scale personalization across web/app and owned channels, aligning CRM and onsite/app experiences end-to-end. Evolves from segment-based targeting to 1:1 personalization at scale using behavioral signals, preferences, and context – ensuring uplift is measurable via controls/holdouts. Defines requirements for instrumentation, event taxonomy, and experimentation to continuously improve personalized experiences and outcomes.

 Guest Data Strategy & Profile Enrichment

• Defines the guest data strategy (critical profile attributes, identity resolution, and profile completeness) to power targeting, personalization, and measurement. Drives first-party data capture and progressive profiling (preference center, behaviors, surveys) and ensure activation readiness across platforms. Evaluate and govern third-party enrichment where appropriate, ensuring privacy, consent, and data quality standards are met.

AI/ML Enablement & Future-Proofing

• Builds a practical roadmap for AI/ML use cases that improve outcomes (propensity, churn risk, offer affinity, send-time/channel optimization, next-best-action). Partners with Data Science/Technology to operationalize and govern models (monitoring, drift, bias, stability) and embed them into activation workflows. Continuously evaluate emerging capabilities and vendors to keep CRM/loyalty modern, scalable, and resilient – without compromising guest trust or privacy.

Cross-Functional Leadership

• Aligns stakeholders, including associates and vendors, across Marketing, Product, Tech, Analytics, IS, Finance, Operations, and Guest Care through strong operating rhythms and decision rights. Builds scalable processes that improve speed-to-market, execution quality, and operational readiness in a complex, high-volume environment.

Team Leadership and Development

• Leads and develops a high-performing team, setting clear goals, standards, and accountability. Develops the associates’ performance in support of the company’s growth goals. Recruits, selects, and retains team members.

How we reward you:

• Hybrid Work schedule
• 401K with company match
• Yearly bonus opportunity*
• Full medical, dental, and vision insurance *
• On-site fitness center, biometric screen, and flu shot clinic
• Discounts at Panda restaurants, theme parks, and gym memberships
• Paid time off starting at 15 days with 7 federal holidays*
• Continuous education assistance and scholarships*
• Income protection including Disability, Life and AD&D insurance*
• Bereavement leave*

*Benefits available for eligible permanent full time associates

Your background and experience: 

• Bachelor’s degree in Marketing, Business Administration, Engineering or related field; MBA preferred.
• Minimum ten years in CRM, lifecycle marketing, loyalty, or customer growth within consumer retail, restaurant, e-commerce, or similar high-volume environments; experience delivering measurable retention/frequency outcomes through segmentation, automation, and experimentation.
• Successful completion of initial and periodically required trainings.
• Obtaining a valid Food Handler's Card within 30 days of employment is a requirement of this position.

Pay Range: M4: $161,000 - $226,000 / Annual

* Within the range, individual pay is determined using various factors, including work location and experience.

#LI-Hybrid

#LI-TS2 

Panda Strong since 1983:

Founded in Glendale, California, we are now the largest family-owned American Chinese Restaurant concept in America. With close to 2,800 locations globally, we continue our mission of delivering exceptional Asian dining experiences by building an organization where people are inspired to better their lives. Whether it’s impacting our team or the communities we work in, we’re proud to be an organization that embraces family values.

You’re wanted here:

Panda Restaurant Group, Inc. is an Equal Opportunity Employer and is committed to providing equal opportunity, and does not discriminate on the basis of any characteristic protected by law, including but not limited to sex/gender (including pregnancy, childbirth, lactation and related conditions), gender expression, race, color, religion, national origin, sexual orientation, gender identity, disability, age, ancestry, medical condition, genetic information, marital status, and veteran status. Additionally, Panda Restaurant Group, Inc. complies with all federal, state, and local laws regarding requests for workplace accommodation. The Americans with Disabilities Act (ADA) prohibits discrimination against qualified individuals on the basis of disability. Applicants are entitled to reasonable accommodations, absent undue hardship, to effectively participate in the application and hiring process, for example, sign language interpreters. If you believe you require an accommodation for the application or interview process or for the position for which you are applying, please reach out to TASupport@PandaRG.com.

Salary : $161,000 - $226,000