Manager, Loyalty & CRM Marketing

Minuteman Food Mart - Loyalty & CRM Marketing Manager

Join us as we grow together personally and professionally! Four Generations of family leadership continue to make it our vision to leave people better than we found them. We are more than an oil company, convenience store or restaurant, we are a family! We are improving the lives of those we touch every day by valuing the customer, caring for our 1000+ team members, and supporting our communities that we are honored to serve.

POSITION OVERVIEW

The Manager, Loyalty & CRM is responsible for building and managing our direct relationship with guests through the loyalty program and customer data. This role owns the loyalty platform, segmentation, customer journeys, and offer strategy, with a focus on driving visit frequency, basket size, and long-term guest value.

Working closely with Operations, Merchandising, Media & Planning, and our loyalty vendor, this person turns transaction and behavioral data into clear, targeted campaigns and simple, guest-friendly offers. They monitor performance, share practical insights, and use what we learn to keep improving our program, personalization, and overall guest experience.

BENEFITS OVERVIEW

• Family first atmosphere

• Benefits to fit your needs

• Competitive Total Compensation Plans

• Paid time off in your first year

• Team first environment

• Paid Gym Memberships

• Monthly teambuilding exercises

• Everyday Pay if needed

• Flexible Schedules to attend family events

• Professional Training

• Advancement opportunities

• Leadership Training

ESSENTIAL JOB FUNCTIONS

Loyalty Program Management

• Serve as day-to-day owner of the loyalty program and platform.

• Partner with leadership, Operations, and Merchandising to define loyalty strategy, structure, and key offers (earn/burn, tiers, promotions).

• Manage the loyalty roadmap, including feature enhancements, tests, and new capabilities.

• Work with the loyalty vendor and internal teams to ensure smooth operation, uptime, and issue resolution.

CRM, Segmentation & Personalization

• Develop and maintain customer segments (e.g., high-value, daypart-based, category-focused, lapsed guests).

• Design and manage customer journeys (welcome, onboarding, win-back, cross-sell, seasonal journeys).

• Use transaction and behavioral data to create targeted and personalized campaigns that support business goals.

• Continuously test and refine personalization rules and targeting strategies.

Data, Reporting & Insights

• Track and report on loyalty and CRM performance: enrollment, active usage, visit frequency, basket size, offer redemption, and campaign results.

• Provide regular readouts and insights into Marketing, Merchandising, and Operations.

• Use learnings to recommend new offers, segments, and campaigns.

Cross-Functional Collaboration

• Work closely with Merchandising to align offers with category priorities and vendor funding.

• Partner with Operations to ensure store teams understand and support loyalty initiatives.

• Coordinate with IT and the loyalty vendor on integrations, data feeds, and troubleshooting.

• Collaborate with Media & Planning on using loyalty data for targeting and measurement.

NOTE: This job description is not intended to be all-inclusive. Employees may perform other related duties as needed to meet the ongoing needs of the organization.