Senior Manager, Loyalty

About the role

The Sr. Manager, Loyalty is a critical leader on the Tillamook Brand Marketing team, responsible for shaping and delivering a differentiated, brand-led loyalty ecosystem that deepens emotional connection, builds fan devotion, and drives retention and lifetime value.

Responsibilities

• Own, evolve and lead execution of the vision and roadmap for Tillamook’s loyalty ecosystem, focused on building long-term consumer relationships, emotional connection, and repeat engagement through brand-led, experiential programming, beyond transactional incentives.
• Drive recruitment, retention, and fan devotion by developing consumer-centric programs and leading activation across key touchpoints, including email, Creamery/DTC, mobile app, web, social, and consumer relations.
• Ensure excellence in loyalty execution across channels, including campaign development, launch planning, and ongoing optimization.
• Own performance against key loyalty and brand health metrics, including engagement, recommend, trust, retention, repeat rate, and consumer lifetime value.
• Manage annual budgets across loyalty, email marketing, and Consumer Relations (CTLC).
• Set priorities and make tradeoff decisions across loyalty initiatives, balancing competing priorities, resource constraints, and enterprise needs to create clarity and forward momentum in an evolving, cross-functional environment.
• Define and evolve ways of working, operating cadence, and decision frameworks across cross-functional teams to ensure clarity, speed, and accountability in execution.
• Serve as the loyalty lead within integrated marketing planning, embedding consumer-led insights, strategy, and program ideas into seasonal and annual planning and identifying opportunities to deepen brand connection and first-party data capture.
• Lead cross-functional alignment and execution of integrated loyalty plans, working with Brand, Martech, DTC, Category, agencies, and marketing leadership to deliver against shared plans and priorities.
• Influence channel strategies and integration, building strong cross-functional relationships to ensure loyalty is consistently embedded across key touchpoints.
• Provide strategic direction for Email and CTLC through team leaders, guiding lifecycle strategy, campaign development, and program execution in alignment with loyalty and integrated marketing priorities.
• Define and evolve the CRM and first-party data strategy as a core enabler of loyalty, driving growth in data capture, audience understanding, and lifecycle engagement.
• Partner with Marketing Technology to activate data and platforms, delivering personalization, segmentation, and test-and-learn strategies across email, CTLC, and loyalty initiatives.
• Integrate CRM and first-party data into loyalty programs and marketing initiatives, ensuring strategies are effectively operationalized and delivered across the end-to-end consumer journey.
• Drive data-informed optimization, leveraging insights from loyalty programs, email, Consumer Relations and other channels to continuously refine campaigns, programs, and lifecycle performance.
• Partner with Consumer Insights to translate insights into action, applying learnings on behaviors, motivations, and pathways to loyalty into strategies that grow and engage high-value audiences.
• Lead and develop Email and Consumer Relations (CTLC) teams, building strategic capability and performance.
• Coach and develop team leaders, setting clear expectations, driving stronger outcomes, and helping them translate insights into actions that elevate strategic thinking and impact across marketing and loyalty initiatives.
• Hold team leaders accountable for outcomes, quality of work, and pace of delivery.
• Elevate Consumer Relations beyond traditional service, achieving high standards for SLA's while also driving emotionally connected, brand-building experiences.
• Directly and indirectly manage agency partners (email, digital), setting clear direction and holding teams accountable for high-quality execution.
• Drive execution with agencies and internal teams on key initiatives, elevating channel performance and output.
• Define scope and requirements for loyalty and lifecycle programs, ensuring deliverables drive engagement and performance against key KPIs.
• Guide agency performance and investment, including scopes of work, budgets, and cross-functional alignment.
• Stay current on consumer trends, insights, and behaviors, applying learnings to inform loyalty program development, and integrated marketing efforts.
• Partner with Consumer Insights (CMI) to define measurement frameworks and learning agendas, ensuring insights are translated into actionable plans that drive engagement, retention, and brand affinity.
• Guide development of analytics and create loyalty reporting, connecting insights across the lifecycle to inform decisions and improve performance.
• Translate insights into action, identifying opportunities and driving optimizations that strengthen loyalty outcomes and marketing effectiveness.

Qualifications

• Bachelor’s degree in marketing, communications, or related field required.
• 7+ years in marketing, loyalty, CRM, or consumer lifecycle/retention, with direct ownership of loyalty or lifecycle programs.
• 3–5 years of people leadership, including managing direct reports and leading cross-functional teams.
• Proven ability to translate brand and consumer insights into differentiated, high-impact loyalty or engagement strategies.
• Deep understanding of CRM, lifecycle marketing, and cross-channel engagement (email, mobile, web).
• Experience partnering with product and/or marketing technology teams to define strategy and requirements (not hands-on technical execution).
• Track record of building or evolving programs/capabilities that require cross-functional alignment, new processes, and behavior change.
• Experience introducing new approaches that drive measurable business impact.
• Food/CPG industry experience a plus.

Skills and Abilities

• Strong ownership mindset with ability to balance strategic leadership and hands-on execution.
• Ability to translate analytics and consumer insights into actionable strategies and measurable outcomes.
• Excellent communication and influence skills across diverse cross-functional partners.
• Willingness to travel periodically and support occasional off-hours needs.
• Strong problem-solving, judgment, and conflict resolution skills.
• Highly organized with strong attention to detail; able to manage multiple priorities under pressure.
• Proficient in core business tools (e.g., Microsoft Office); familiarity with digital marketing platforms a plus.

Benefits

We offer outstanding benefits to our employees. For more information, please visit the careers page: .

We are committed to creating a culture of inclusion where all employees are heard, valued and feel a sense of belonging. We rely on different perspectives, thoughts, backgrounds and cultures to inform our work, to help us be better as a brand and as an employer and to fuel our success. We are seeking talent from a wide range of diversity, perspectives, and backgrounds to join our exceptional organization and help us build our future.

Tillamook County Creamery Association (TCCA) is a Drug-Free Workplace. EEO