Director, Loyalty - Jobs in Toronto

Job Description

Job DescriptionAs the Marketing Director of Loyalty at Indigo, your mission is to drive sales, profit, and lifetime value by developing a comprehensive strategy that rewards and engages our members. You will focus on driving growth in plum and plum+ memberships through a combination of acquisition and engagement strategies, including retention, spend, and frequency initiatives. Your responsibilities include developing a program design and technology roadmap for personalization and continuous development of all plum tiers and collaborating closely with cross-functional partners to ensure flawless execution. Additionally, you will spearhead the development of a community engagement strategy that nurtures the emotional connection with our members through various initiatives such as online member hubs, reviews, plum newsletters, events/experiences, and partnerships with other brands. Furthermore, you will play a crucial role as a member of the Marketing Leadership Team in the development of a coordinated, highly productive omni-channel marketing game plan.KEY PERFORMANCE METRICS

• Measured improvement in plum and plum+ enrollment numbers.
• plum+ member retention, spend, frequency and point redemption.
• Customer response and engagement in CRM and targeted offers
• Overall loyalty program profitability
• Growing our addressable base (ie/plum and plum+ members with email)
• Team engagement

KEY ACCOUNTABILITIESStrategic

• Develop program design and technology roadmap for personalization and continuous development of all plum tiers, working closely with cross-functional partners to ensure successful execution.
• Lead the development and implementation of innovative CRM/data-driven marketing strategies, leveraging personalized offers and deep customer insights to enhance member engagement and loyalty.
• Drive sales, profit, and lifetime value by developing a strategy that rewards and engages our best customers.
• Build community engagement strategy to nurture the emotional connection with our customers (e.g., online member hub, plum newsletter, exclusive events and experiences, partner brands, customer co-creation)
• Develop promotional strategy and program of plum personalized offers to improve customer engagement and value perception.
• Build critical mass in the plum+ tier by adding new benefits to the program to build members acquisition and renewal rate.
• Increase number of members who redeem points by removing friction online and in-store.
• Maintain a high level of strategic foresight by identifying customer and business needs, and adjusting departmental and team objectives accordingly.

Functional

• Further develop the existing contact strategy across channels that builds the long-term customer relationship, synergies with marketing priorities, advances the level of relevance/personalization for our customers and drives near-term revenue/profit goals.
• Manage strategy, planning, execution and measurement of Indigo’s CRM and targeted campaigns.
• Manage ongoing updates to program Termsamp; Conditions, in partnership with the legal team.
• Set and adhere to the annual plum OPEX and bonus points budget.
• Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them.

People

• Lead and engage team to deliver strategic objectives through effective coaching and mentoring, identifying, and developing emerging talent, and fostering an innovative, collaborative, and agile culture.
• Foster a culture of innovation and continuous improvement focusing on customer experience.
• Accountable for the overall engagement, productivity, turnover and bench strength of the team
• Collaborate with others to drive flexible and iterative solutions quickly and easily.
• Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself.

Cultural

• Celebrate diversity of thought and have an open mindset.
• Take an active role in fostering a culture of continual learning, taking risks without fearing making mistakes.
• Embrace, champion, and influence change through your team and/or the organization.

SCOPEReports to: Chief Marketing OfficerKEY RELATIONSHIPSInternal:

• Customer Intelligence
• Digital Marketing
• Marketing Strategy
• Merchandising
• Site Experience
• Programmingamp; Events
• Data Science Operations
• Retail Strategyamp; Operations

External:

• Third-party consultants/vendors, including potential financial partners for loyalty, technical vendors for CRM/loyalty, and marketing agencies (e.g., direct mail providers, consumer research); partner brands.