Marketing Manager, Loyalty & Digital Experience

Additional Considerations (if any):

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At Hy-Vee our people are our strength. We promise “a helpful smile in every aisle” and those smiles can only come from a workforce that is fully engaged and committed to supporting our customers and each other.

Job Description:

Job Title: Marketing Manager, Loyalty & Digital Experience

Department: Marketing

FSLA: Exempt

General Function

The Marketing Manager is responsible for leading the marketing strategy, planning, and execution that drives awareness, enrollment, engagement, and long-term value from the company's loyalty program and digital experiences. This role serves as the primary marketing owner for loyalty — ensuring the program is clearly positioned, compellingly communicated, and fully integrated into enterprise marketing efforts. The Marketing Manager also supports the strategic marketing launch and ongoing promotion of new financial and customer-value products as they come to market. This role partners closely with product, technology, and channel teams but owns the marketing narrative, go-to-market planning, and performance outcomes.

Core Competencies

• Customer focused

• Results oriented

• Growth mindset

• Professional

Reporting Relations

Accountable and Reports to: Director, Marketing Strategy & Planning

Positions that Report to This Role: None

Primary Duties and Responsibilities

Loyalty Marketing Strategy & Positioning:

• Own the end-to-end marketing strategy for the loyalty program, including value proposition development, member segmentation, lifecycle messaging, and benefit communication.

• Translate enterprise and brand strategies into actionable loyalty marketing plans — covering enrollment, engagement, retention, and redemption.

• Develop and maintain clear, customer-centric messaging frameworks that articulate loyalty program benefits across all marketing touchpoints.

• Champion the loyalty member experience within marketing, ensuring campaigns reflect a deep understanding of member behaviors, motivations, and needs.

• Support go-to-market planning for new loyalty features, program enhancements, and strategic customer-value products as they are introduced

Integrated Marketing Planning:

• Lead annual and quarterly marketing planning for loyalty and digital initiatives, aligning timelines and priorities with broader brand and merchandising calendars.

• Build integrated campaign plans that connect loyalty priorities with promotional, seasonal, and enterprise marketing strategies.

• Partner with channel owners to activate campaigns across email, app, web, paid media, and in-store environments.

• Ensure loyalty messaging is consistently represented and optimized across all owned and paid channels.

Campaign Development & Execution:

• Brief creative teams on loyalty-specific messaging, customer insights, program mechanics, and success metrics.

• Oversee campaign development from concept through launch, ensuring quality, clarity, and brand alignment.

• Manage timelines, approvals, and cross-functional coordination to deliver campaigns on schedule and within scope.

• Develop compelling member communications for loyalty milestones, rewards events, and program updates.

Performance Management & Optimization:

• Define marketing KPIs tied to loyalty enrollment, engagement, retention, and incremental spend.

• Analyze campaign and channel performance and translate insights into clear, actionable recommendations.

• Apply test-and-learn methodologies — including offer testing, message testing, and audience segmentation — to continuously improve loyalty marketing effectiveness.

• Monitor competitive loyalty landscape and emerging industry trends to inform strategy.

Stakeholder Partnership:

• Serve as the primary marketing partner for loyalty product, technology, and operations teams.

• Communicate marketing plans, performance results, and strategic recommendations to the Director of Marketing Strategy & Planning and other business leaders.

• Influence cross-functional priorities by representing the customer and loyalty marketing perspective.

• Build trusted relationships across teams to ensure loyalty is prioritized and well-supported across the organization.

Knowledge, Skills, Abilities, and Worker Characteristics

• Demonstrated experience in loyalty program marketing, CRM, or re