Loyalty Program Manager

At American Equity Investment Life Holding Company, we think of ourselves as The Financial Dignity Company. Our policyholders work with independent agents, banks and broker-dealers through our wholly-owned operating subsidiaries, to choose one of our leading annuity products best suited for their personal needs to create financial dignity in retirement. We remain steadfast in our commitment to quality products, excellent customer service, integrity, safety and delivering on our promises to our policyholders. Our success comes from hiring people who embody the beliefs that drive our unique, energetic, fast-paced and caring culture of collaboration, ownership and innovation.

We currently fund over half a million retirements nationwide, and have been headquartered in West Des Moines, Iowa, for over twenty-five years, with satellite offices slated to open in early 2023 in Charlotte, NC, and New York, NY. We are a NYSE-listed company and maintain an "excellent" rating from AM Best. Our company has over $57 billion in assets, 26,000 active agents and over 800 employees.

GENERAL PURPOSE OF THE JOB:

The Loyalty Program Manager is an experienced lifecycle marketing leader with campaign management, measurement and omnichannel marketing experience with fluency leveraging data to develop different personalization and targeting strategies to acquire, engage and retain prioritized customer segments. Working in close partnership with Service and Distribution partners, this position is responsible for overseeing both the day-to-day and long-term strategy that drive profitable growth and increase agent loyalty.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

• Engagement Strategy: Develops and refines segment engagement strategies to grow high-potential agent segments for the loyalty program.
• Content Strategy: Works with content creators to develop compelling and relevant content that caters to the interests and preferences of target loyalty segments.
• Acquisition and Promotion: Develops and oversees targeted campaigns, events, promotions, and initiatives to drive the acquisition, growth, retention of Loyal agents.
• Event Strategy: Builds omnichannel Marketing programs with an emphasis on in-person engagement and event strategies.
• Program Development: Regular evaluation of program design, including competitive reviews, up-level movement, agent feedback, and eligibility criteria.
• Planning and Prioritization: Develops and oversees the successful execution of 12-month engagement strategies working in partnership with Service and Distribution leaders.
• Test and Learn: Develops a roadmap of robust testing and measurement of loyalty benefits, rewards & campaigns to continuously optimize the loyalty offering.
• Feedback Loop: Establishes communication channels for receiving and acting upon program feedback, ensuring continuous program enhancements align with agent needs and business strategies.
• Metrics and Reporting: Monitors key performance indicators related to growth, engagement, and retention, presenting regular performance insights to senior management.
• Budgeting: Manages the Loyalty program budget, including identification of efficiencies in existing rewards sourcing and fulfillment.

SUPERVISORY RESPONSIBILITIES:

Direct Reports: 0

General Description of Indirect Reports (2 and 3-downs):

None. Works closely with: Sales, in-house agency, servicing, and customer experience teams.

EDUCATION AND/OR EXPERIENCE:

• Bachelor's degree plus, a minimum of eight (8) years of related experience; or equivalent combination of education and experience.

CERTIFICATES, LICENSES, PROFESSIONAL DESIGNATIONS:

n/a

KNOWLEDGE, SKILLS AND ABILITIES:

• Excellent communication skills, fosters a culture of collaboration across organizational partners to align and accomplish a set of shared goals.
• Ability to proactively articulate how customer insights inform or guide program strategies and offerings - pointing to unmet needs and new opportunities.
• Strong analytical skills, with experience using data to inform and drive decision-making.
• Comfortable providing strategic direction to creative teams and ensuring content is aligned to overachieving program goals.
• A proven track record of developing and executing successful loyalty and/or Lifecycle Marketing campaigns and strategies.
• Demonstrated success identifying business opportunities for customers and increasing adoption and utilization of company products.
• Ability to work in a challenging, fast-paced environment and to adapt to new situations as they arise.
• Ability to work cross-functionality in a matrixed environment while managing and advancing multiple initiatives.
• Experience in Insurance or Financial services strongly preferred.
• Must be willing to travel.