Senior Manager, Loyalty Strategy & Experience

We’re looking for a customer-centric, data-driven loyalty strategist with ideas, a can-do attitude, and the ability to deliver large-scale, complex experience initiatives for our members. This role is responsible for key elements of the loyalty programs in the U.S., from setting the member experience strategy, building the business case, defining the product features & roadmap and leading the go-to-market plans, with the goal to build a larger, more loyal customer base.

Our ideal candidate is:

• A Seasoned Loyalty Strategist – You are experienced in loyalty/membership program design & management. You are experienced in designing key elements of the program as well as the experience to influence member behaviors. You have deep understanding of how to financially measure the customer & business value from the loyalty program

• A Person of Action – You are driven and resourceful. You have demonstrated your ability to set and achieve goals. You have a clear track record of not only identifying strategic opportunities but executing initiatives in a complex enterprise environment. You can work collaboratively & effectively with cross-functional teams to establish common goals, align on action plans and drive business results.

• A Thought Leader – Partner effectively with business leaders and colleagues to garner forward-looking insights from current and potential customers. Bring thought leadership to the business around loyalty program & member experience. You are immersed in the loyalty space; you consistently analyze competitors’ integrated loyalty programs/experience and develop effective counter strategies and initiatives as well as identify best practices to improve business performance

The role requires a high level of strategic, operational, and analytical skills as well as a talent for building relationships with both internal and external partners.  You’ll need to be able to build a compelling case for making things happen – blending art and science to influence and direct others.  Circle K has a collaborative, entrepreneurial culture, and our business reflects this spirit.  We are looking for someone who wants to put his or her own fingerprints on the organization and help contribute to the growth and direction of loyalty at Circle K in a meaningful and personal way.

Essential Functions:

• Define the strategy, programmatic elements and experience for a target set of members. Ensure the strategy is aligned to the overall loyalty vision, customer & business goals.
• Develop and execute the initiatives to support the above-mentioned strategy and deliver against revenue and profit projections. Continually refine the programmatic elements & experiences to optimize and drive incremental revenue growth through higher customer engagement.
• Work closely with cross-functional teams to provide thought leadership on the loyalty program and identify opportunities to leverage the loyalty program to drive and support company initiatives.

• Develop a strong understanding of our members using data from a variety of sources (i.e., transactions, social media, web, e-mail, mobile, customer service interactions, 3rd party databases, etc.). Use the data to paint a clear picture of program performance and member behaviors and identify opportunities to further deepen customer relationships and grow incremental revenue
• Implements processes and defines approach to scale and run the loyalty initiatives with cross-functional teams. Analyzes long-term impact of initiatives for future enhancements
• Works cross-functionally across legal, finance, operations, marketing, technology and data and analytics teams to ensure the loyalty strategy & member experience are aligned with company and key stakeholder objectives.

Key requirements:

• 5+ years of experience in Loyalty or Strategy with experience designing and deploying a complex, multi-channel loyalty or enterprise program (ideally, both acquisition and retention-focused). Program design utilizing a variety of messages, incentives, rewards, and products to establish and enhance purchase and visits over time. These programs should include multi-channel tools for building and driving engagement and loyalty, supported by the most sophisticated segmentation, analytics, and marketing
• BS degree in Business, Marketing, or related field.
• Exhibit strong analytical abilities for synthesizing complex data and translating data into a compelling story and measurable business case
• Ability to execute in the short-term while simultaneously thinking long-term.
• Technologicall