Sr. Manager, Loyalty

About The Role

This customer-centric role is responsible for day-to-day operational administration and marketing planning of the North American loyalty portfolio; helping to develop, implement, manage, and monitor all aspects of the programs for the purpose of deepening customer loyalty and driving optimal business results for the company.

This position will report directly to the Senior Director, Loyalty & Gift Cards.

Responsibilities

• Manage the front-line day-to-day operations of the tiered program, working closely with internal cross-functional teams and external vendors to ensure that all aspects are functioning as expected.
• Submit invoices and closely monitor/manage the loyalty budget to ensure that it remains in line with what has been approved.
• Engage frequently with Operation / Training / Guest Care teams to ensure they are well-supported and properly apprised of any/all program activities that could impact their daily business through proactive communications.
• Lead/project manage new initiatives to ensure they are delivered on time, on budget, and within scope seamlessly.
• Take point on facilitating/coordinating teams to address any system issues that impede program performance and ensure they are resolved, with preventative measures in place to remove the likelihood of reoccurrence.
• Work on all program-related communications, campaign/promotional strategies, and marketing calendars in collaboration with brand marketing, digital team, and other key partners across the organization to develop and implement tailored/personalized email, push, SMS, app, and additional marketing initiatives, such as lifecycle marketing, cart abandonment, and more.
• Understand all key metrics/performance observed about the program and make recommendations for improvements.
• Help collect information to build executive recaps, periodic performance reviews, and daily insights around program performance.
• Support loyalty strategy to drive ongoing acquisition and engagement resulting in profitable organic or incremental guest behaviors, including increased frequency and conversion. This includes building out acquisition campaigns through various guest-facing channels, identifying/operationalizing loyalty-exclusive opportunities with existing or new partners, and working with operations to drive franchisee adoption of the program.
• Help implement the Loyalty Program roadmap with all internal groups, including definition/refinement of member benefits, technology requirements, and marketing communications.
• Manage vendor/partner relationships and contracts. Assist in periodically conducting assessments of capabilities to ensure the ideal partner or platform is in place. Leverage and maximize existing partnerships and/or add new ones to propel business growth.
• Assist in integrating loyalty campaigns into the marketing calendar to drive loyalty sales, promote loyalty program benefits and offers, and increase revenue. Assist in validating and optimizing campaigns through test-and-learn methods.
• Support monitoring program trends related to suspicious or fraudulent activity being done by employees or members/guests.

Qualifications

• Bachelor’s degree or equivalent.
• 5+ years of experience, proven in marketing and operations for nationally scaled loyalty programs.
• Restaurant and franchise experience are preferred.
• Project management, large-scale planning, and ability to lead cross-functional projects are required.
• Critical thinker and sound decision-maker who can also manage through crisis situations.
• Ability to collaborate and influence team members to achieve results.
• Passionate, customer-centric mentality that challenges the status quo to drive exceptional experiences for members/guests.
• Build solid relationships with internal business partners and external vendors.

Benefits

• Insurance Plans (Medical, Life)
• Pension/401K/RSP (country specific)
• Competitive Bonus
• Mobility Allowance
• Tuition Reimbursement
• Company Holidays
• Volunteering time
• And more…

Pay

The base pay range for this role is $120,900 - $150,100 USD annually. Pay within this range will be determined in good faith based on job-related factors, which may include skills, experience, education/training, location, and internal equity.