Manager, Loyalty & CRM Marketing

Loyalty Program Management

Serve as day-to-day owner of the loyalty program and platform. Partner with leadership, Operations, and Merchandising to define loyalty strategy, structure, and key offers (earn/burn, tiers, promotions). Manage the loyalty roadmap, including feature enhancements, tests, and new capabilities. Work with the loyalty vendor and internal teams to ensure smooth operation, uptime, and issue resolution.

CRM, Segmentation & Personalization

Develop and maintain customer segments (e.g., high-value, daypart-based, category-focused, lapsed guests). Design and manage customer journeys (welcome, onboarding, win-back, cross-sell, seasonal journeys). Use transaction and behavioral data to create targeted and personalized campaigns that support business goals. Continuously test and refine personalization rules and targeting strategies.

Data, Reporting & Insights

Track and report on loyalty and CRM performance: enrollment, active usage, visit frequency, basket size, offer redemption, and campaign results. Provide regular readouts and insights into Marketing, Merchandising, and Operations. Use learnings to recommend new offers, segments, and campaigns.

Cross-Functional Collaboration

Work closely with Merchandising to align offers with category priorities and vendor funding. Partner with Operations to ensure store teams understand and support loyalty initiatives. Coordinate with IT and the loyalty vendor on integrations, data feeds, and troubleshooting. Collaborate with Media & Planning on using loyalty data for targeting and measurement.

Qualifications

• 3–6 years of experience in loyalty marketing, CRM, or related digital marketing/analytics roles, preferably in retail, convenience, grocery, or QSR.
• Hands-on experience with a loyalty platform and/or CRM tools, including segmentation, campaigns, and basic journey building.
• Comfortable working with customer and transaction data; able to build segments, read reports, and turn findings into clear actions.
• Familiarity with offer strategy (earn/burn structures, promotions, tiers) and how loyalty programs support traffic and sales.
• Strong collaboration skills; proven ability to work with Operations, Merchandising, IT, and external vendors.
• Organized and detail-oriented, with the ability to manage multiple tests, campaigns, and requests at once.
• Proficiency with Excel and PowerPoint. Experience with reporting or visualization tools is a plus.
• Bachelor’s degree in marketing, Business, Analytics, or related field preferred.