Director, Loyalty & Marketing Analytics

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: Director, Loyalty & Marketing Analytics

Department: Marketing

FSLA: Exempt

General Function

The Director, Loyalty & Marketing Analytics is responsible for developing and executing strategies to enhance customer loyalty, drive engagement, and generate data-driven insights to improve business decisions. This role will lead loyalty program initiatives, analyze consumer behavior, and leverage analytics to optimize customer retention and acquisition and increase sales for Hy-Vee.  

Core Competencies

• Customer focused

• Results oriented

• Growth mindset

• Professional

Reporting Relations

Accountable and Reports to: Senior Vice President, Marketing Operations & Loyalty

Positions that Report to This Role:

Loyalty Planner

Senior Manager Marketing Analytics

Primary Duties and Responsibilities

Loyalty Program Management

• Oversee the development, execution, and optimization of customer loyalty programs to drive engagement and repeat business.

• Collaborate with marketing, merchandising, and operations teams to create personalized offers, promotions, and rewards that enhance customer experience.

• Monitor loyalty program performance, ensuring ROI through data-driven decision-making.

• Identify opportunities to improve program adoption, participation, and effectiveness.

Customer Analytics

• Develop data-driven recommendations to enhance marketing strategies, product assortment, and customer experience.

• Utilize loyalty data and external research to segment customers and tailor marketing efforts.

• Identify key customer cohorts and build models to predict churn, lifetime value, and purchasing behavior.

Marketing Performance Analytics

• Develop frameworks to measure and report on the effectiveness of marketing campaigns, promotions, and media spend.

• Provide actionable insights and recommendations to optimize marketing ROI.

Personalization & Targeting

• Drive initiatives around personalized offers, content, and communication using first-party and transactional data.

• Partner with digital and eCommerce teams to enhance personalized experiences in digital channels.

Data Leadership

• Lead a team of analysts; foster a data-driven culture within the organization.

• Ensure data quality, governance, and ethical use of customer data.

Cross-Functional Collaboration & Leadership

• Act as a liaison between marketing, merchandising, operations, and IT to ensure alignment of loyalty and insights strategies.

• Present key insights and recommendations to senior leadership to inform business decisions.

• Stay ahead of industry trends, emerging technologies, and competitive landscape in loyalty and consumer insights.

Knowledge, Skills, Abilities, and Worker Characteristics

• Must be detail oriented, a self-starter and enjoy working in a fast-paced environment

• Excellent leadership, team building, and problem-solving skills

• Ability to manage multiple tasks at once and meet deadlines

• Experience in campaign design and management

• Strong project management skills

Experience and Education

• Bachelor’s or Master’s degree in Marketing, Business, or a related field

• 7 – 10+ years of consumer insights and/or loyalty experience with proven track record of launching and scaling loyalty programs for Fortune 500 retail companies.

• Experience running loyalty adjacent credit programs.

• Strong understanding of customer data analytics, and personalization strategies.

• Proficiency in research tools such as Qualtrics, Nielsen, Google Analytics, or similar platforms

• Expertise in survey design, focus groups, behavioral analytics, and segmentation strategies

• Proven track record of driving revenue growth through innovative marketing strategies

• Experience in grocery retail is a plus

Supervisory Responsibilities (Direct Reports):

Loyalty Planner

Senior Manager Marketing Analytics

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