Head of Loyalty Strategy

About the role

You will lead the strategic vision for how Fidelity incentivizes and rewards customer behavior to drive deeper engagement, loyalty, and long-term value. You will define and build the next generation loyalty program, grounded in customer insight and aligned to enterprise growth priorities.

Responsibilities

• Develop the loyalty strategy roadmap, including guiding principles, program design, and measurement framework, ensuring a consistent and scalable approach across the Fidelity consumer base.
• Establish a clear view of high-value behaviors and lifecycle opportunities, translating them into actionable marketing strategies.
• Leverage customer research, interviews, and analysis of NPS and engagement drivers to shape differentiated experiences that strengthen relationships and increase retention.
• Guide test-and-learn initiatives to refine program components and optimize impact over time.

Requirements

• 10+ years of experience in marketing, CX, business strategy and/or loyalty
• Deep experience in customer strategy, loyalty, and lifecycle marketing with a strong track record of building customer-centric programs that drive measurable business outcomes
• Ability to translate customer needs into scalable, enterprise-level strategies
• Outside-in mindset, combining customer research, behavioral data, and competitive insight to inform strategy and decision making
• Strong people leader who coaches teams to think strategically, apply customer insight, and deliver with clarity and focus

Qualifications

• Expertise in customer strategy, loyalty, and lifecycle marketing
• Experience in defining and implementing loyalty programs
• Strong analytical skills to measure and optimize loyalty programs
• Excellent communication and interpersonal skills to collaborate with cross-functional teams
• Ability to manage multiple projects and priorities simultaneously

Skills

• Strategic planning and implementation
• Customer insights and behavioral data analysis
• Program design and optimization
• Test-and-learn methodology
• Team leadership and coaching

Benefits

We offer a wide range of benefits to meet your evolving needs and help you live your best life at work and at home. These benefits include comprehensive health care coverage and emotional well-being support, market-leading retirement, generous paid time off and parental leave, charitable giving employee match program, and educational assistance including student loan repayment, tuition reimbursement, and learning resources to develop your career.

Pay

The base salary range for this position is $125,000-258,000 USD per year. Placement in the range will vary based on job responsibilities and scope, geographic location, candidate’s relevant experience, and other factors.

Schedule

Fidelity’s Onsite Working Model: Fidelity is transitioning to a full-time onsite working model through a phased rollout across regions and roles. Currently, some roles and locations require 100% onsite presence, while others require less. Onsite expectations are likely to evolve as the rollout continues. This transition does not apply to fully remote roles.