CRM & Loyalty Manager

Story Cannabis

19h

About The Position

The CRM & Loyalty Manager will own the strategy and execution of Story's customer engagement, retention, and loyalty programs across email, SMS, and other owned channels. This role is central to Story's retention strategy—responsible for developing, launching, and scaling a new loyalty/rewards program that drives repeat visits, deepens customer relationships, and builds lasting brand affinity. Success in this role means turning casual shoppers into loyal advocates who visit frequently and spend more over time. This position requires a retention-obsessed marketer who understands that keeping customers is more valuable than finding new ones. You'll be the architect of programs that reduce churn, increase purchase frequency, and maximize customer lifetime value (LTV) across all Story markets.

Requirements

Bachelor's degree in Marketing, Business, or related field preferred.
5+ years of experience managing CRM programs, lifecycle marketing, or retention marketing, with a proven track record of driving engagement, retention, and revenue.
Demonstrated experience developing and launching loyalty/rewards programs that drive measurable business results.
Experience with Klaviyo is strongly preferred; familiarity with other CRM platforms (e.g., SpringBig, Happy Cabbage) and marketing automation tools is valuable.
Deep expertise in multi-channel marketing including email, SMS, push, and direct mail.
Strong understanding of customer segmentation, targeting, personalization, and retention techniques.
The ability to translate customer insights into journey improvements that address pain points and reduce churn.
Excellent project management skills with the ability to prioritize and manage multiple initiatives in a fast-paced environment.
Experience in retail brands is highly preferred; e-commerce or subscription-based industry experience also valuable.
Knowledge of data privacy regulations and best practices in email marketing, SMS, and customer communications.
Knowledge of cannabis compliance/regulatory requirements for Email & SMS preferred.
This role requires prolonged periods sitting at a desk and working on a computer.

Nice To Haves

Cannabis industry experience is a plus but not required.

Responsibilities

Run Story's loyalty/rewards program, creating a differentiated experience that drives frequency and retention.
Build loyalty mechanics that go beyond points-for-dollars—incorporating behavioral triggers, tier progressions, and experiential rewards that create habit and emotional connection.
Develop and execute retention strategies and tactics that measurably reduce customer churn, increase visit frequency, and grow customer lifetime value.
Own the loyalty program P&L, balancing reward generosity with margin protection and liability management.
Monitor competitive loyalty programs and industry trends to ensure Story's program remains differentiated and compelling.
Audit current lifecycle and loyalty strategies, identifying opportunities to improve retention and LTV.
Lead customer journey mapping to optimize the full lifecycle—from acquisition to retention to advocacy—across digital and retail channels.
Drive segmentation, targeting, and dynamic content strategies across all lifecycle stages to maximize engagement and retention.
Build and manage automated marketing flows including onboarding, retention, re-engagement, win-back, and churn prevention campaigns.
Manage end-to-end production of email and SMS/MMS campaigns to meet the messaging calendar.
Monitor and analyze performance of lifecycle and loyalty programs, extracting actionable insights and continuously improving outcomes.
Report channel KPIs to senior leadership with actionable insights and recommendations.
Lead the migration to Klaviyo as our primary CRM platform, ensuring seamless transition with minimal interruption to marketing programs.
Optimize CRM systems and tools to enhance customer engagement, send capabilities, and marketing tactics.
Manage technology partner relationships for CRM, SMS, and loyalty platforms, maintaining regular communication to maximize platform capabilities.
Collaborate with Paid Marketing, Retail Operations, Merchandising, and other teams to ensure cohesive messaging and alignment across all channels.
Stay ahead of industry trends and emerging channels, continuously refining and innovating Story's lifecycle marketing approach.