Marketing Manager, Loyalty Programs

Do you love turning customer insights into experiences that keep people coming back? We're looking for a Marketing Manager, Loyalty Programs to join our Marketing Activation team in Richmond, VA. You will lead the strategy, delivery and growth of loyalty experiences across several of our brands. You'll build customer experience roadmaps, run integrated campaigns across web, email, text, social, direct mail and new channels, and see your ideas launch.

You'll be responsible for the full loyalty experience and speak up for the customer at every step. We'll count on you to bring together brand, creative, technology, analytics, legal and compliance partners, along with agencies and senior leaders, to take each idea from evidence-based planning through launch and post-launch learning. If you want to build loyalty programs that deliver measurable results and grow across brands, we'd love to meet you!

What you will be doing:

• Own the roadmap: Develop, prioritize and deliver loyalty program and customer experience roadmaps that support brand objectives, consumer jobs to be done, enterprise priorities and measurable business outcomes. Shape annual and quarterly planning by presenting strategic opportunities, resource needs, tradeoffs and recommendations backed by consumer and business evidence.
• Lead as product owner: Serve as the main product owner for digital loyalty experiences. Turn marketing goals into clear business requirements, experience principles, technical inputs, delivery priorities, timelines and go-to-market plans.
• Bring teams together: Lead cross-functional teams from brand, channel, creative, technology, analytics, legal, compliance, procurement, operations and external partners to deliver coordinated omnichannel programs and activations.
• Shape the marketing toolkit: Define and keep improving key marketing documents, including creative briefs, content and channel strategies, incentive recommendations, testing plans, measurement frameworks and post-launch optimization priorities.
• Deliver across every touchpoint: Run execution across digital and physical touchpoints, including web experiences, landing pages, email, text, social media, direct mail, catalogs, fulfillment and related consumer communications. Lead incentive, catalog and fulfillment operations, including vendor performance, redemption and inventory monitoring, forecasting, invoicing, budget management and issue resolution.
• Make data-driven decisions: Set performance objectives. Use consumer insights, engagement data, redemption trends, channel results and post-launch analytics to make decisions and run a disciplined test-and-learn agenda.
• Build for scale: Create repeatable, scalable marketing capabilities, governance and ways of working that improve speed to market, quality, compliance and program results across brands.
• Keep leaders informed: Give executives a clear view of roadmap progress, investment needs, launch readiness, dependencies, risks, decisions and results. Advance and resolve issues that put business outcomes at risk.

We want you to have:

Required

• Bachelor's degree required. A degree in marketing, business strategy, marketing communications, digital strategy or a related field is preferred.
• 6+ years of progressive experience leading rewards or loyalty marketing programs, digital customer experiences, rewards platforms or related consumer engagement programs. This includes owning complex cross-functional initiatives and building and scaling rewards or loyalty strategy that turns consumer and market insights, including functional and emotional needs, into breakthrough value propositions.
• Validated experience creating evidence-based creative briefs, marketing requirements, customer experience roadmaps, content strategies, channel plans and integrated activations. You've also led connected experiences across websites, landing pages, email and text, and you know experience delivery, testing, release readiness and post-release hypercare and advocacy. You speak up for the consumer experience from planning through post-launch analytics.
• Strong program and project leadership skills, including prioritization, roadmap management, budget management, dependency management, risk mitigation, business partner alignment and launch governance. You can influence without direct authority and build alignment with senior business partners and specialists across a highly matrixed organization.
• Strong analytical and decision-making skills, including experience defining measurement approaches and turning consumer insights and performance data into recommendations, investment choices and continuous improvement.

Preferred

• Experience running loyalty or rewards platforms, including points, tiers, benefits, incentives, catalogs, redemption and fulfillment. Experience leading external agencies, technology suppliers, fulfillment partners and other vendors against defined scope, service levels, budgets and outcomes.
• Working knowledge of product ownership and agile delivery, including backlog prioritization, requirements definition, user acceptance testing, release planning and governance. Experience using Adobe Workfront for project planning and workflow management.
• 3+ years of experience leading small teams. Experience spearheading work across multiple brands, portfolios or consumer segments with different maturity levels, objectives and jobs to be done. Experience building and improving budgets and inventory forecasting models.