VP, Customer Engagement & Loyalty

Essential Functions

• Lead a high-performing team to optimize personalized consumer engagement and retention strategies across digital platforms (i.e. email, app, SMS, and e-commerce).
• Develop and implement industry leading loyalty program that increases member engagement, optimizes program costs, and delivers differentiated value to customers.
• Establish a long-term vision, strategy, and roadmap for customer loyalty.
• Collaborate with cross-functional teams (i.e., Data Science, Insights & Analytics, Digital, Brand Marketing, Guest Relations, etc.) to ensure program objectives and priorities are successfully executed.
• Lead brand loyalty program strategies to drive customer engagement, retention, and lifetime value.
• Deliver brand and portfolio wide loyalty driven metrics and manage, monitor, and analyze KPIs to inform program and growth initiatives.
• Drive an agile test and learn approach to consistently improve customer acquisition, engagement, and retention performance.
• Lead and grow portfolio - wide and brand specific partnerships for revenue growth opportunities, new loyalty member acquisition and engagement.
• Identify, explore, and help implement cross portfolio customer opportunities such as cross selling and partnerships.
• Manage day to day business relationships with key vendors.

Job Summary

The VP of Customer Engagement will lead the loyalty strategy for all 7 brands, define the vision, and execute program initiatives through close collaboration with brands. This leader will be responsible for growing loyalty program health and revenue through loyalty member acquisition, engagement, and retention. In addition, this individual will bring thought leadership to the loyalty programs and identify opportunities to strengthen loyalty member relationships and improve loyalty program profitability across multiple customer segments. In addition, this leader will be responsible for leading existing partnership programs and identifying new opportunities across all 7 brands and portfolio wide opportunities.

This critical leadership role will leverage their strong customer loyalty, marketing, and analytical skills to develop strategies that achieve organizational goals. The individual will report to the SVP of Customer Experience & Engagement and work closely with the Executive Leadership Team, cross-functional stakeholders and partners, and brand leaders.

Education

• Bachelor's Degree, in Marketing, Economics or a related field, Req
• Master's Degree, in Marketing, Economics or a related field, Pref

Work Experience

• Minimum of 10+ years of experience in marketing and/or loyalty; At least four years of experience in a leadership role required.
• Experience managing a marketing and/or loyalty team in a rapidly growing company with a culture of accountability.

Skills & Abilities

• Translating broad or high-level marketing objectives into specific demand generation strategies and tactics.
• Building strategy and executing loyalty and rewards programs across multiple brands and customer targets.
• Familiarity with the major technological components involved (ex. email systems, customer data platforms, DAMs) and how they integrate into planning and execution.
• Working in a multi-branded, shared services/matrix, fast paced environment.
• Excellent writing skills and a natural presenter; able to deliver clear, compelling and articulate written and verbal communications.
• Attention to detail and skilled at managing multiple projects to completion.
• Enjoy creating relationships with teams throughout the organization to influence and build consensus.