Senior Manager, Loyalty & CRM

Key Responsibilities

• Develop and execute the CRM strategy across email, SMS, push notifications, and other emerging channels to drive guest acquisition, engagement, retention, and reactivation.
• Design and optimize customer lifecycle journeys that deliver personalized experiences at key moments in the guest journey.
• Utilize customer data, segmentation, and behavioral insights to create targeted campaigns that increase visitation frequency, loyalty participation, and guest lifetime value.
• Establish testing frameworks and measurement plans to continuously improve campaign performance and customer engagement.
• Lead the ongoing evolution and optimization of loyalty programs across Dave & Buster’s and Main Event.
• Partner with cross-functional stakeholders to develop loyalty strategies, promotions, and member experiences that drive enrollment, engagement, and retention.
• Oversee loyalty offer creation and management within designated marketing and offer management platforms.
• Monitor and analyze CRM and loyalty program performance, providing actionable insights and recommendations to improve business outcomes.
• Develop reporting and KPI frameworks to evaluate campaign effectiveness, customer behavior trends, and program health.
• Translate complex data into clear business recommendations for senior leadership.
• Partner with analytics and technology teams to improve audience targeting, personalization capabilities, and measurement methodologies.
• Develop strategies to drive loyalty membership growth through digital, in-venue, and promotional acquisition efforts.
• Identify opportunities to improve member onboarding, activation, and long-term engagement.
• Champion a guest-centric mindset, ensuring CRM and loyalty initiatives enhance the overall guest experience.

Loyalty Program Management

• Lead the ongoing evolution and optimization of loyalty programs across Dave & Buster’s and Main Event.
• Partner with cross-functional stakeholders to develop loyalty strategies, promotions, and member experiences that drive enrollment, engagement, and retention.
• Identify opportunities to enhance program value, improve member satisfaction, and increase program profitability.
• Oversee loyalty offer creation and management within designated marketing and offer management platforms.

Analytics & Performance Optimization

• Monitor and analyze CRM and loyalty program performance, providing actionable insights and recommendations to improve business outcomes.
• Develop reporting and KPI frameworks to evaluate campaign effectiveness, customer behavior trends, and program health.
• Translate complex data into clear business recommendations for senior leadership.
• Partner with analytics and technology teams to improve audience targeting, personalization capabilities, and measurement methodologies.

Cross-Functional Leadership

• Collaborate closely with Brand Marketing, Digital, Operations, Technology, Analytics, Creative, and agency partners to deliver integrated guest engagement strategies.
• Serve as a subject matter expert on CRM, customer retention, and loyalty best practices across the organization.
• Influence stakeholders and drive alignment across multiple teams to successfully execute strategic initiatives.
• Partner with internal and external vendors to maximize platform capabilities and identify opportunities for innovation and automation.

Member Acquisition & Engagement

• Develop strategies to drive loyalty membership growth through digital, in-venue, and promotional acquisition efforts.
• Identify opportunities to improve member onboarding, activation, and long-term engagement.
• Champion a guest-centric mindset, ensuring CRM and loyalty initiatives enhance the overall guest experience.