Senior Marketing Manager (Loyalty Programs)

The Senior Marketing Manager, Loyalty Programs will own the strategy, execution, and optimization of our loyalty and CRM initiatives, delivering personalized, data-driven experiences that deepen customer relationships and drive measurable business growth. This role leads the end-to-end lifecycle of loyalty marketing across owned channels, with a strong focus on campaign performance, personalization, and operational excellence.

You’ll oversee the evolution of our loyalty ecosystem—including platform capabilities, campaign delivery, and cross-functional execution—while managing agency partners and a small in-house team responsible for technical production and deployment.

Key Responsibilities

Loyalty Strategy & Program Leadership

• Define and execute the loyalty marketing roadmap to grow membership, engagement, and long-term value.
• Lead the planning and delivery of targeted loyalty initiatives, including acquisition campaigns, gated offers, gamification, point multipliers, and promotional incentives.
• Stay current on loyalty, CRM, and personalization trends, proactively sharing insights and recommendations across the organization.

Customer Engagement & Lifecycle Marketing

• Design and optimize end-to-end member journeys to drive acquisition, retention, and engagement.
• Partner with analytics, category management, and brand teams to define segmentation strategies, offers, and messaging.
• Lead owned-channel strategy and execution across email, push, in-app messaging, and SMS, ensuring consistency and effectiveness across touchpoints.
• Collaborate with promotions and category leaders to align couponing and offers with the in-app and loyalty experience.

Campaign Execution & Personalization

• Own the loyalty and CRM campaign calendar, ensuring timely and accurate delivery of all offers and communications.
• Leverage customer and contextual data to build advanced segmentation and personalization strategies.
• Provide oversight of CRM platform builds (e.g., Braze canvases and campaigns), including QA, deployment, and post-launch validation.
• Oversee loyalty platform offer configuration, testing, and deployment to ensure flawless execution.
• Serve as the final approver for all loyalty campaigns and offers prior to guest launch, ensuring brand alignment and executional excellence.

Cross-Functional Collaboration

• Partner closely with Product Owners and Managers to prioritize features and data enhancements that enable personalization and improved digital experiences.
• Support UAT efforts to validate new capabilities and ensure requirements are met.
• Communicate campaign plans and impacts with internal teams including mobile app, category, operations, guest support, and finance.
• Collaborate with IT, Creative, Finance, and external agencies to deliver initiatives on time and within budget.

Analytics, Insights & Optimization

• Partner with Analytics teams to define performance measurement frameworks and reporting (engagement, margin, profitability, ROI).
• Translate insights into actionable improvements for future campaigns and personalization strategies.
• Continuously identify opportunities to streamline processes and enhance loyalty offer effectiveness.

Team Leadership & Operations

• Manage and mentor two direct reports focused on the technical execution of CRM campaigns and loyalty offers.
• Lead the transition from a legacy loyalty platform to a new solution, ensuring continuity and minimal disruption.
• Troubleshoot campaign or offer issues, conduct impact assessments, and implement corrective actions as needed.
• Manage agency relationships and oversee associated budgets.