Director of Loyalty & Membership Marketing

Overview

One of America’s largest retailers is seeking a talented Marketing Director to spearhead marketing initiatives and drive growth for their loyalty and membership programs. This pivotal leadership role offers an exciting opportunity to contribute to a rapidly expanding environment, serving as a key member of the company’s marketing team. The successful candidate will be responsible for developing program positioning, messaging, and go-to-market strategies, facilitating seamless collaboration between the loyalty/membership program and marketing departments.

The ideal candidate will possess a deep understanding of consumer insights, loyalty and membership programs, brand positioning, and effective cross-functional collaboration with program strategy and development, marketing communications, and operations. This role requires a passion for creating innovative touchpoints that foster high levels of engagement and enthusiastic member retention within a dynamic, high-growth landscape.

Responsibilities

• Develop a comprehensive marketing strategy and framework for the loyalty/reward program, focusing on retention, usage, and personalization across both the free tier rewards program and paid tier membership program.
• Collaborate closely with internal teams to craft compelling customer propositions that deliver value to customers, while aligning with loyalty/credit card initiatives related to gamification and free-to-play programs.
• Support campaign creative development, ensuring the accuracy of features, benefits, and claims.
• Evaluate and analyze program revenue performance and marketing activities, providing recommendations for improvement and evolution to drive incremental growth.
• Analyze customer behavior, loyalty program trends, and game theory to identify opportunities and optimize marketing strategies.
• Provide thought leadership on emerging trends and consumer insights to validate value propositions and messaging.
• Lead consumer segmentation development and targeting strategies.
• Build, scale, and manage key elements of the loyalty/rewards program to increase customer lifetime value and retention across the company.
• Monitor and report on key performance indicators (KPIs) to measure the success and impact of marketing initiatives.

Qualifications:

• Bachelor’s degree in Marketing, Business, or a related field; MBA is a plus.
• 8+ years of experience in loyalty and membership marketing, with a focus on messaging, positioning, and communications strategy within the direct-to-consumer industry.
• 3+ years of experience working on paid membership programs.
• Demonstrated expertise in developing and executing multi-channel go-to-market strategies.
• Strong leadership and communication skills, with the ability to collaborate effectively with cross-functional teams.
• Analytical mindset with the ability to interpret data and make data-driven decisions.
• Experience leveraging consumer insights to develop effective marketing programs and campaigns.